ECOLOGY OF MODERN MASS MEDIA COMMUNICATION (ON THE MATERIAL OF ENGLISH MEDIA DISCOURSE)

Abstract

The article deals with the research of strategies used by mass media in manipulating human consciousness. The authors aim to analyse the influence of mass media on the development of hate speech, find out the powerful impact of the emotional component of media communication and elicit communicative strategies and tactics targeted at inciting hostility. It is stated that mass media take active part in the formation of the linguistic picture of the world. They influence public opinion and identity, including linguistic identity. In the analysis, great attention is paid to linguistic narratives, which become a tool for spreading hate speech, especially in geopolitical conflicts. It is noted that the impact of these narratives ranges from creating panic to attempts of rewriting history and influencing national identity. Apart from narratives, there are other strategies which are actively used in the media space. In particular, because of their anonymity, social networks contribute actively to hate speech spreading through the use of emotionally charged vocabulary. Users of social networks participate actively in creation and consumption of internet content, sometimes without realizing the responsibility for their words’ influence on public opinion and the spread of hate speech. It is proved that in the media space popular manipulative strategies of hate speech include not only narratives, but also provocative speech, distortion of facts, and manipulation of basic human emotions such as fear, anger, outrage, compassion, etc. The result of using these strategies is an impact on the audience, aimed at evoking strong emotions and motivating specific behavior.