ПРОЦЕС ФОРМУВАННЯ ТА ФУНКЦІОНУВАННЯ СТЕРЕОТИПУ ЯК ФЕНОМЕНА У СВІДОМОСТІ ЛЮДИНИ

Objectives. The article is aimed to analyze and to reveal the processes of formation, func-tioning and preservation of stereotypes in human consciousness. Methods. The study of the stereotype formation and functioning as a phenomenon of con-sciousness is carried out. The ideas, that assimilation of stereotypes as a social phenomenon oc-curs during the formation of the mass consciousness, are substantiated. Results. The conclusion, that stereotypes are formed as a result of two factors: the collective unconscious information processing by socio-cultural environment and purposeful information in-fluence from outside, is grounded. The peculiarity of the stereotype formation in the minds of the Ukrainian society is characterized by the transition to a new institutional paradigm, where a single ideological base is changing by variety of cultural stereotype schemes. Scientific originality. The stereotype properties to capture emotionally positive / negative im-ages in the mass consciousness formation in the social change period are analyzed and described. Practical value. Stated scientific positions, conclusions and recommendations can be used in research work in the formation of the theoretical basis for further study of the stereotype, based on the principles of social philosophy as well as in composing of study and teaching guides in social philosophy, sociology, culturology, psychology and mass communication. They can also be used in further theoretical development of the individual and mass consciousness stereotyping problems, as well as in applied research of stereotype as a social phenomenon.