DISCOURSE OF POLITICAL PARTIES IN UKRAINE IN THE NEW MEDIA DURING THE RUSSIAN-UKRAINIAN WAR

Abstract

The research analyzed the utilization of new media, particularly Telegram, by Ukrainian political parties during the Russian-Ukrainian war from February 24, 2022, to February 24, 2024. The theoretical section explores how parties directly communicate with voters and employ Telegram in their operations. The study involved discourse analysis and thematic modeling of messages from the official Telegram channels of Ukrainian political parties such as «Euvropeyska Solidarnist’», «Holos», and «Sluga Narodu». The findings indicate that this platform is utilized to disseminate narratives of national security, patriotism, and social support. Emotional content analysis revealed that most messages have a positive tone, fostering trust and support among the audience. However, during crisis periods, there is an increase in the proportion of negative messages, which mobilize citizens through emotions of fear and anger. This research underscores the significance of new media, particularly Telegram, as a tool for political communication and mobilization during conflict situations, highlighting its effectiveness in shaping public opinion in wartime conditions.