MASS MEDIA REPRESENTATION OF THE IDEOLOGICAL WORD “PEOPLE”

MASS MEDIA REPRESENTATION OF THE IDEOLOGICAL WORD “PEOPLE”

Author:  S.G. Vorkachev

Affiliation:  Kuban State Technological University

Abstract: 
In the paper the speech usage of the word “people” in modern Russian mass media is studied by means of discourse analysis in order to reveal its manipulative characteristics.
The research allows to come up to the following conclusions.
The concept “people” as well as the concept “homeland” represents basic component of the “patriotic idea”. The word “people” is polysemantic; its polisemia rather frequently is not removed by the context. The set of its contradictory characteristics makes it an ideal manipulative weapon of the indi-vidual and social consciousness. “Technically” the manipulation tools coincide with demagogy. The ba-sic means of its manipulating impact in course of speech using the word “people” are substitution and indiscernibility of the notions “people”, “nation” and “population’.
In the modern Russian media speech specific mentality characteristics of Russian people, revealed in the speech usage of the word “people”, above all its contradictoriness – combination of incompatible psychological features, are present. The notion “people” in speech usage tends to get metaphorized: a number of human persons are represented as a separate independent person. The most productive patterns of metaphorizing the notion “people” in the media discourse are personification and space model.

Keywords:  ideological word, people, nation, population, manipulation

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Pages:  81-90