Политизация социально значимых тем в рекламных коммуникациях

Abstract

The key objective of the study is to identify strategies for politicizing socio-economic issues in political advertising communications. The method of critical discourse analysis in the tradition of N. Fairclough is used: an interpretive, explanatory method involving the study of discourses as forms of social practice. The result of the study was the identification of the main politicization strategies used by candidates for the post of President of the Russian Federation in 2012 V.V. Zhirinovsky and G.A. Zyuganov in advertising communications: the use of oppositions ("before - now"; "past - present - future"); appeal to the past, to the history of the country; symbolization of the current socio-economic situation of the country; distancing the subject of communication from the unsatisfactory results of the current government; the use of humor (including unconsciously); identification of their lifestyle with the lifestyle of voters – "millions of people"; the use of informal discourse when addressing voters; appeal to their economic and everyday practices; imitation of journalistic format; linking changes in the socio-economic situation with changes in the political sphere. The use of discursive practices that are not shared by the entire population can also provoke the politicization of the issue under discussion. The theoretical significance of the research is manifested in the approbation of the method of critical discourse analysis (in the tradition of N. Ferklo). It allows you to analyze political advertising communications at three levels: textual, discursive and social.