The use of ideologemes in the political media discourse of one linguistic culture, and how they are represented in the context of another linguistic culture, can be a powerful tool for influencing audiences through shared cultural attitudes. This also presents an intriguing and promising area of research. The ideologeme “collective West” has firmly entered the political media discourse, the number of its uses is growing rapidly, but the connotation of this lexeme remains understudied. In this article, based on news publications of Russian and English media for 2022–2023, the connotation of the ideologeme “kollektivny Zapad” and its English version “collective West” is explored, using the methods of content, component and discourse analyses. The features of its functioning in Russian-language media texts are described, namely, the use of evaluative epithets and markers of alienation (quotation marks and the adjective “so-called”). The lexeme has a negative connotation and consists of the components confrontation, aggression, hegemony, decline, hypocrisy, etc. In the English-language media, the lexeme “collective West” is placed in quotation marks more often than its Russian-language version, it is used with almost the same frequency with the adjective “so-called”, and its connotation consists of such components as confrontation, active participation in the Russian-Ukrainian conflict, aggression, hegemony, backwardness, etc. The negative connotation of the lexeme “collective West” is softened by the absence of evaluative epithets and various techniques of linguistic manipulation (depersonalization, personification, distortion in translation). The results of the research can be used in the study of information warfare techniques, language manipulation in media texts, the representation of Russia in English-language media in order to provide information security and teach media literacy.
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