НОВАЯ КУЛЬТУРА МЕДИАДИСКУРСА И СОВРЕМЕННАЯ ПОЛИТИЧЕСКАЯ КОММУНИКАТИВИСТИКА

Abstract

The purpose of the study is to conduct a structural and semantic analysis of the new culture of media discourse in the context of contemporary political communication studies, which includes political rhetoric, symbolic communication, text and implied sense of messages. This article examines three types of political communication, developed under the influence of certain trends in forming the political environment, the need to substantiate changes in society and the transformation of a one-way dialogue between the authorities and the citizens of the country into an interactive process. The conclusion is that a new culture of media discourse between candidates and voters has been formed. A new type of cross-cutting communication "top-to-bottom and bottom-to-top" allows the citizens to actively participate in choosing the ways of social and political development through new media (websites, social networks, Internet fo-rums, government portals, and video content resources). Modern media play a vital role in political communication and open new ways to mobilize public opinion and motivate voters to participate in socioal and political activities. Eve-ry political party advertises itself in social networks, on websites or video streaming channels (YouTube, etc.) to appeal to the widest possible audience. The thoughtful use of Internet resources helps to form a positive reputational image of a politician, activate civil society, and at the same time increases the effectiveness of forecasting management process-es. The online component of the 2021 election campaign has become a major innovative element of the 21st century political communication model. The new culture of media discourse promotes a greater and more effective impact on society, youth, and the civic population in general.