PROPAGANDA NARRATIVES IN UKRAINIANS' CONSCIOUSNESS DURING THE FULL-SCALE INVASION OF RUSSIA

Abstract

The article examines propaganda narratives existing in the minds of Ukrainians during the full-scale Russia invasion to the territory of Ukraine. Theoretical generalizations regarding the essence of propaganda and Russia's propaganda in relation to neighbouring countries, in general, and Ukraine, in particular, are presented. Propaganda is a powerful method of influence on modern society and has several inherent substantive and organizational features of its functioning with consciousness manipulation at the core of this process. This means management of the behaviour of an individual, a certain social group, a society or a planetary society by using hidden methods of sociopsychological influence on people's consciousness to ensure private, different from an individual's own, interests of people, social groups, institutions, state and public structures. During the full-scale Russian invasion, propaganda narratives are used to justify the invasion, demonize the enemy and rally support for the military campaign. Using the content analysis of Putin's and Zelensky's speeches, we singled out narratives that were combined into three main ones: 1. Ukraine oppresses the Russian-speaking part of society; Russia and Ukraine are brotherly nations. 2. Ukraine is a puppet of the West (all politics are in the hands of the West); 3. Ukraine is an independent country and Russia is an aggressor. It was found that the most popular propaganda narrative is: “Ukraine is independent and Russia is an aggressor”. Psychological characteristics of three groups of people depending narrative selected by them were presented. Statistically significant correlations between age, educational level and selected narratives were revealed. The respondents aged 18-24 used significantly less often the narratives about Russian-speaking population oppression in Ukraine, compared to people aged 25-45 and 46-60. Older people with full higher education used more often the narrative about Russian-speaking population oppression. Gender differences were found at the trend level: women more often chose the narrative on Ukrainian independence. Respondents who lived abroad more often chose narratives with “Ukraine is a puppet of the West” theme.