Рольова ідентифікація комунікатора як чинник формування картини світу в інформаційному суспільстві

The article presents the results of an experimental study of the influence of the role position of the communicator on the perception of information content by recipients of the communicative process. The referents of the public opinion, which a priori have public figures, set the vector of the public perception of the world, point to elements of space that are important and which are related to a particular person. Forced role-playing identification of the speaker and his role in the group majority «we» or «they» affect the objective parameters perception information. We have established, that the identification of the public role position of the speaker reinforces the subjective importance of information.