PSYCHOLOGY OF THE INFLUENCE OF SHORT VISUAL CONTENT ON THE INTERNAL AND COGNITIVE ACTIVITIES OF SCHOOL CHILDREN

Throughout human history, cognitive systems have regularly undergone various changes due to the invention of various technological devices and leaps in the development of Homo sapiens: from the emergence of primitive tools and spoken language to the creation of writing and arithmetic. 30 years ago, a new innovative turn occurred - the Internet emerged, designed to significantly modify and transform human thinking. Since the 2000s, the educational environment has undergone intensive computerization, digitalization and corresponding school reforms; changes are also found in human thought and speech activity and behavior: the "digital generation" has begun to gravitate toward superficial thinking when processing information, characterized by rapid switching of attention. Modern children, in addition to being influenced by the educational environment, are subject to cybersocialization: they grow up in close contact with social networks and blog culture, with rich emotionally colored visual content. As a result, the realities of the 2020s were characterized by the fact that it became increasingly difficult for people to get acquainted with information through texts with a linear structure, so they began to give preference to viewing emotionally expressive interactive content, and the audience now seeks to receive the bulk of the material they are looking for through the digital Internet space. Nowadays, most of the visual information that has become appealing to consumers is "clip"; it is distributed among users in the form of vertical content (short viral videos, blogs, letsplays, shorts, stories and TikTok), which acts as a mass communication tool that has a certain influence on thinking and regulates attention, as well as the cognitive activity of schoolchildren. Since social networks today have a great influence on public consciousness, some educational material and teaching methods should be combined with the methods and techniques of presenting information used by bloggers.