Легітимаційний потенціал сучасної політичної маніпуляції

Abstract

The article examines the loss in modern realities of public opinion characteristics of integration, structural unity, ideological motivation. In the digital age, the concept of legitimacy acquires semantic dispersion, acquires connotations of curiosity, attractiveness, «media historicity», manufacturability, and so on. It is proved that in the conditions of a continuous environment of political manipulation no power team can deviate from such means in order not to lose competitive advantage. However, there is a question about measuring the effectiveness of political manipulation, its moral dimension and the social responsibility of manipulators. Reasonably, the democratic conditions of political competition determine the need for a certain style of image behavior, which comes from the ruling team and is aimed at maintaining a stable model of society. It is established that the political and technological means of implementing legitimation strategies involve the formation of a consistent image of power. In real conditions of political openness, this is subject to manipulation. The positive significance of normative-legal changes is revealed, which supports the image of the government as capable of controlled innovations. In such circumstances, political manipulation is a factor in giving positive meaning to the actions of existing centers of power. In the context of democratic transformation, the legitimation of power requires broad social reforms without cooperation with leading social groups in order to increase their welfare. It is noted that modern «manipulative ideology» is an eclecticism from different ideological traditions, aimed at convincing the broadest possible sections of citizens. It was found that each new regime in the conditions of political transformations forms a situation of a new start of democratic reforms (in particular, as it was in Ukraine in 2014 and 2019). It has been found that the means of misinformation, disorientation, the practice of silence, «post-truth» and «half-truth» are not just tools for persuading and creating a picture of the world. They embody the desire of the ruling group to gain control over society on a rational and technocratic basis. It is proved that the practices of persuasion, deception, use of individuals and groups as objects of influence are inferior to the means of displacing the most effective forms of media presentation of political opponents. Thus, the main means of manipulative legitimation of political power in the information-digital age and hyperbolization of political competition is to create an active context of positive and negative messages about power and regulate their balance.