Academic journal article Journal of Organizational Culture, Communications and Conflict

Features of Manipulative Technologies in Russian Political Discourse (on the Example of the Tatarstan Republic Mass Media)

Academic journal article Journal of Organizational Culture, Communications and Conflict

Features of Manipulative Technologies in Russian Political Discourse (on the Example of the Tatarstan Republic Mass Media)

Article excerpt


Manipulative technologies become the widespread phenomenon in mass media. They represent technology of management and impact of the press on own audience with the purpose to impose certain notions, suppositions and behavior models profitable to the initiator (Baudrillard J., 1983).

Complex nature of manipulations has generated its interdisciplinary nature. Researches were conducted by representatives of various scientific directions and schools owing to which this phenomenon proves in various contexts: social and psychological, socio-political, sociocultural, social and philosophical, communicative. In relation to importance of researching media content the social, psychological and communicative aspects, therefore in this research determining their place, role, characteristics, get the greatest attention.

In spite of the fact that degree of subject readiness is determined by a wide range of literature and sources, in the course of preliminary analysis of manipulation with consciousness problems a number of shortcomings and contradictions was revealed: between good study of applied communications system: advertizing, PR, selective technologies and insufficient attention in relation to journalism; between prevalence of the scientific works researching the international, national media sources and underestimation of regional perspective. The specified shortcomings and contradictions have determined the research purpose: to reveal specifics of manipulative technologies nature in political discourse of the Tatarstan Republic regional journalism.


The Tatarstan Republic - one of the large, priority subjects of the country - is chosen as research object (Bauman, Z.,1998).

Addressing the leading social and political editions of this region is dictated by two reasons: 1) it is rather conservative component of media system working with what has already precisely became customary in journalistic practice; 2) printing editions contain textual fixed samples of journalistic products which visually show their specifics and nature (Bauman, Z., 2005).

In the analysis course of media manipulation technologies materials of Tatarstan Republic and Evening Kazan newspapers are used. Editions are selected, proceeding from pattern of ownership: state and commercial; 2) pursuing information policy: pro-state and oppositional.

Research technique: content analysis, comparative and comparative analysis. Federal electoral processes on Russian presidential elections and deputies of the State Duma of Russia became a subject of researches. Selection has concerned to corresponding specified indicators of publications, sections, headings. Over 300 media texts were analyzed. The attention to nature of mass information submission was drawn, mainly, - as well as to application of mass consciousness manipulation techniques.

The range of the manipulative nature technologies used by newspapers gives quantitative and high-quality idea of the researched processes. During the analysis elements of conceptual terms framework of the leading foreign and Russian scientists are used (Bauman, Z., 2007).

Two types of manipulative tools are revealed mainly. The first - impact on emotional component of mass media audience, management of desires and feelings: for example, use of the words relating to the main values of society, stamping labels, truisms, historical analogies, selective matching. The second type is provided by impact on the world picture of the reader that is provided with use in mass media of the following methods: "the winning party", "general platform", simplification of a problem, etc.


Information and psychological media influence of social and political editions of the Tatarstan Republic in reflection of federal electoral processes of 1996-2013 proves in the form of such communicative tools as selective matching, transfer of the authority, putting labels, lexicon relating to the main values of society, historical analogies. …

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