SUBJECTIVE RIGHTS ACTIVITY AS A FACTOR OF FORMATION AND OPERATION OF PUBLIC OPINION

Analysis of subjective human activity, is a bearer of all forms and manifestations of human subjectivity, shows that the sources and mechanisms of functioning of public opinion in this case are consistent with the sources and mechanisms of functioning of the human subject as such. Human subjectivity acts as intersubjective reality and intersubjective started reflecting the dual nature of human existence and the related individual and collective human activity camera angles. The expression of inter subjective beginning is individual consciousness, which implies personal knowledge of the subject of personal self-actualization and the presence in the structure of the subjective reality of sense-specific instance – instance «I». The principle of subject-object visions of reality serves as the implementation of the subject as the subject vehicle of public opinion. The leading role in this form of self-organization of mental activity plays an intersubjective beginning of subjective reality, reproducing the historical experience of the collective existence of people and is based on the court «We». Public opinion is thus conceived and functions as a subjective form of reflection of objective reality. Purpose – explicate and analyze the sources and mechanisms of subjective human activity, which is the basis for the emergence and formation of public opinion. Methodology: the article uses the dialectical method of cognition of social processes, the methods of phenomenological and structural analysis. Results: our results make it possible to deepen the theoretical idea of the conditions of formation and functioning of public opinion, which may contribute to the development of specific technologies to controlling this phenomenon. Practical implications: public opinion is realized above all in the social and political sphere, so a basic knowledge of the genesis of public opinion creates the conditions for social inclusion and design rights in the socio-political sphere with the lowest degree of alienation