Аңдатпа
In the modern information society, access to information and means of communication has become easier and more widely available, which creates a more vulnerable environment for manipulation. This article examines the phenomenon of manipulation (to manipulate) as a non-transactional perlocution. The research methodology includes content analysis of the literature, definition of key concepts, and contextual analysis to determine the characteristics of manipulation as a non-transactional perlocution. Manipulation by us is considered as a perlocution in which the recipient allegedly cannot take part (unlike such perlocutions as convincing or charming). The concepts of persuasion, manipulation and zombification are revealed and their use in media discourse is compared with the medieval expressions of seduction and darkening. The role of demons, which in medieval texts influence people in such a way that they cannot free themselves from the power of evil, is today partly prescribed to the media and the Internet. However, the assertion of media power should not serve as an excuse for the evil feelings, beliefs and actions of recipients. Manipulation can be blocked by the recipient if he self-critically asks himself whether the influence of his media consumption leads to evil. Disclosure of these issues will allow us to more deeply understand the nature of manipulation as a non-transactional perlocution and come closer to solving the issues of promoting media literacy as a tool to counter manipulation, and develop practical recommendations for improving public safety and the effectiveness of communication. Key words: manipulation, perlocution, transactionality, zombification, the Middle Ages, media literacy.