The concept of Soviet identity in the context of ideologizing society: analysis of the media

Abstract

Introduction. During 1943–1960, the formation of Ukrainian identity was directly influenced by communist ideology, as well as the totalitarian system of government of the USSR, which, formally (constitutionally) giving nations their own cultural development and equal rights within the USSR, actually implemented a policy of supremacy and elitism. Thus, in this period it was not so much about the formation of Ukrainian identity, but about the reformatting and creation of such a phenomenon as Homo Soveticus (Soviet man). Relevance of the study. The article aim is to reveal the strategy of conceptualization of the Soviet identity in the context of ideologizing society by mass media and propaganda. Methodology. Such methods as content-analysis, work with archival sources, psycholinguistic analysis of texts. Results. As a result, the author concludes that the Sovietization of Ukrainian reality took place through media reports, which clearly distinguished between the concepts of «friend» and «enemy», as well as formed the attitude to the Ukrainian through the so-called strategy of «soft Russification by Zhdanov». Thus, the formation and self-identification of the Soviet personality was determined by the principle of full perception of the USSR and the activities of the Communist Party. There was a complete replacement of values (religion was replaced by ideology, the role of preacher fell on the shoulders of the agitator, etc.), as well as the gradual leveling of national customs and traditions (leaving visual attributes – dressing Ukrainian costumes for «special» occasions, – the internal meaning was eradicated, and also the feeling of simmering situation developed, which, in the end, led to the rejection of Ukrainian as inferior, unfashionable, unnecessary). Conclusion. Further study of the peculiarities of the formation of Soviet identity will provide an opportunity to develop ways to form the Ukrainian information space and protect it from information attacks of aggressor countries.