MECHANISMS FOR IMPROVING MORAL PROMOTION THROUGH THE MEDIA: A DIALOGICAL-AXIOLOGICAL APPROACH
Ключевые слова:
moral promotion, media, value, persuasion, manipulation, moral agency, algorithmic mediation, dialogical communication, legitimate effectiveness, media ethics.Аннотация
The article examines the philosophical foundations for improving moral promotion through media outside a rigid IMRAD framework, following the logic of problem–thesis–antithesis–synthesis. The central problem is the risk that persuasion turns into manipulation while moral values are disseminated. The article argues that the genuine effectiveness of moral promotion should be measured not by an audience’s compliance with a predetermined conclusion, but by the strengthening of its capacity for autonomous moral judgment, choice, and responsibility. Uzbek axiological approaches are compared with contemporary theories of persuasion ethics, platform governance, and algorithmic mediation. The author defines “legitimate effectiveness of moral promotion” and develops a “dialogical-axiological spiral” model consisting of value legitimation, epistemic grounding, semantic translation, dialogical participation, algorithmic proportionality, and reflexive accountability. The model can be applied by editorial offices, educational institutions, and digital platforms in designing and evaluating value-oriented media content.
