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Влияние политического медиадискурса вражды на освещение Специальной военной операции

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The age of digitalization can be characterized by new media communication channels. Resulting from that, new influential subjects of information started to appear – they are often called influencers and their impact on public opinion should not be underestimated. This paper compared audience profiles of traditional Russian media and those of influencers, as well as the ways these actors provided feedback with their audience. Preferences of the above mentioned audiences primarily differ due to age: traditional media attract mainly people of the older generation, since they prefer reading personalized analytics, detailed reviews, whereas influencers’ audience is much younger, since young people tend to prefer brief, but expressively brought messages. Traditional media and influencers act as significant actors in the process of interpreting and promoting relevant political information related to important events, which should include a special military operation (SVO) conducted by Russia in Ukraine since 24 February 2022. This operation caused powerful streams of hostility discourse to develop, broadcast primarily by foreign media and influencers. These days political media discourse of hostility has become a crucial part of the information agenda, however it is variously presented on different channels of network environment. Thus, the discourse of hostility broadcast by Russian media discredit the leadership of Ukraine, the political course towards SMO conducted by the United States and a number of European states. It is also directed against a group of people who left Russia and are publicly calling for destruction of Russian’s state institutions. At the same time, Russian media and influencers are not engaged in dehumanizing the population of Ukraine, of the United States and Europe, while Ukrainian media institutions use the entire arsenal of information warfare to create an anti-human image of Russia. This paper aims to carry out a theoretical analysis of media discourse of hostility promoting through traditional media and influencers in terms of their covering the problems of the SMO. Methods used in the research appear to be mainly a comparative analysis and a discourse of hostility promoting method, the latter uses different media technologies to consider topical issues related to the SMO. The paper comes to a conclusion that since Russia’s military, political, economic and international positions strengthen during the course of its military and political campaign, information flows promoting the political discourse of hostility will naturally increase in volume.

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