THE ESSENCE OF GASLIGHTING AND ITS IMPACT ON INDIVIDUAL, COLLECTIVE, INSTITUTIONAL AND MARKETING MEMORY IN THE ASPECT OF MANIPULATION WITH SOCIETY

Abstract

In the article, known in psychology as a tool of psychological violence, the authors transposed social relations. They noticed that the contemporary actions of decision- makers mainly affect the change in the awareness of citizens, which is the source of many disturbing phenomena. In the text of the article, memory was distinguished: individual, collective, institutional and marketing, in which recorded events are currently being reinterpreted, which leads to the polarization of the entire society in dimensions unknown so far. The authors pay special attention to the role of history in shaping the message – including marketing – to citizens in order to achieve the particular goals of the organization. The article is a voice in the discourse on the forms of functioning of society, and is based on focus groups conducted in various environments.