КОМУНІКАТИВНА ІНТЕНЦІЯ ФЕЙСБУК-СПІЛЬНОТИ «ЗАПОРІЖЖЯ ПРАЙД» У КОНТЕКСТІ ПРАВ ЛЮДИНИ

Abstract

The main aim of the article is to determine the communicative intention (quantitative and qualitative indicators, targeting, conflict-generating) of posts on Facebook “Zaporizhzhia Pride” aimed at protecting the rights and freedoms of the LGBT community. To analyze the communicative intention of the Facebook community “Zaporizhzhia Pride”, two experts processed 13 posts, which provide information about the peculiarities of the organization of the Equality March in Zaporizhzhia, as well as information exposing social myths, negative stereotypes and prejudices about the LGBT community in general, and about the Pride in particular. The main communicative goal of the posts of the “Zaporizhzhia Pride” is to properly inform the representatives of the LGBT community, those who support the LGBT rights movement, about the peculiarities of the organization, conduct and security of the event. The authors of the posts also articulate calls and motivations for active participation and support of the Zaporizhzhia Pride action quite clearly. Facebook community “Zaporizhzhia Pride” addresses opponents of the action with rational arguments, debunks myths and superstitions, negative stereotypes and attitudes towards homosexuals and transgender people. An effective communication and information tool for the anti-discrimination discourse of the Zaporizhzhia Pride Facebook group is interviews and speeches by public opinion leaders of the Zaporizhzhia region, people popular among young people who support the ideas of the Pride and LGBT people. The intentions of “self-presentation”, actually “presentation” and “indirect presentation” prevail. This proves the strong desire of the Facebook group “Zaporizhzhia Pride” to create a positive image of the event itself, themselves as activists of the movement for LGBT rights and freedoms, this community as a whole. Considerable attention to the issue of security shows that the authors are aware of the threats and risks for participants and supporters of the action, and therefore understand the conflict between LGBT issues, the Equality March itself, both in Ukraine and in the Zaporizhzhia region. At the same time, the conflict-generating of the posts of the “Zaporizhzhia Pride” is low: the instruction to provide all official information about the event encourages the authors of the texts to communicate in a balanced and meaningful way.