THE IMAGE OF THE ENEMY IN THE INTERNATIONAL MASS-MEDIA DISCOURSE OF MODERN PROPAGANDA

Abstract

Introduction. Political propaganda is an integral part of the modern sphere of communication, within which political actors broadcast their interpretation of reality and influence the public masses. The image of the enemy explains in the most accessible way who “WE” are and what is important for a particular actor, as well as - who “THEY” are and what they are dangerous of. At the same time, there is no unity in interpreting the concept of “enemy” in political discourse. Representations of it can be institutionalized or exist outside the institutional field and be broadcast by mass communication media (MCM). In this regard, it is reasonable to distinguish two major directions of propaganda: globalist and anti-globalist. The purpose of the study. In this article on the basis of discourse analysis and In this article the image of the enemy in the modern discourse of international political propaganda, its types and plot directions formed in the media space are investigated on the basis of discourse analysis and structural-functional analysis. Scientific novelty of the research. The article summarizes the propaganda characteristics of the enemy image in globalist and anti-globalist political discourse. Within the framework of globalist propaganda the propensity to construct the enemy image in the media space by giving subjectivity to inanimate phenomena and events after declaring them an enemy is revealed. In this case, along with the state, as the main subject of political propaganda, there are also non-governmental organizations and foundations that create and broadcast their image of the enemy, contributing to its subsequent institutionalization. Within the framework of antiglobalist propaganda, only the state is the subject that creates and institutionalizes the image of the enemy. All other actors only pick up or refute this discourse. Results. The article proposes an approach to analyzing the enemy image in globalist and antiglobalist propaganda discourse and the tools of its formation. Conclusions. The article considers globalist and anti-globalist directions of enemy image formation in mass-media propaganda discourse. The significance of the enemy image in political communication for adherents of any political views is revealed. A number of differences are fixed. Within the framework of the anti-globalist approach the discursive construct of the enemy image is institutionalized and broadcast at the level of the state. Supporters of the anti-globalist approach broadcast their discourse based on doctrines, strategies and laws fixed by the state. Within the framework of the globalist approach, the enemy image is formed on the basis of subjectification under the influence of public opinion with the subsequent institutionalization of the “new normal” mainly through mass culture and civil disobedience.