INFOTAINMENT OF MEDIA MATERIALS ASATECHNOLOGY OF INFLUENCING PUBLIC OPINION IN THE POLITICAL CULTURE OF THE USA

This article considers the peculiarities of influence of such media technology, as Infotainment on public opinion in the tradition of presidential debates in the political culture of the United States. It examines the details of performances of candidates in the presidential debates in 2012 in the USA and its features, which are classified as Infotainment. Particular attention is paid to the peculiarities of infotainment as a style, using which the message is sentto audiencesin simplified and entertainingform. In the article it is highlighted, analyzed and commented on specific features of three rounds of the presidential debates and it is revealed the relationship between the successful performance of the candidate in the debate and his success in the pre-election ratings. Thus, this article determines the dependence between style/technique of presenting information about any event or candidate and public opinion on this issue.The importance and practical results from the use of this technology are substantiated. Special attention is given to consideration of Infotainment features within political communication.