THE FORMATION OF THE MILITARY PERSONNEL IMAGE IN THE MASS MEDIA DURING THE FULL-SCALE RUSSIAN-UKRAINIAN WAR: A LINGUISTIC-COGNITIVE ANALYSIS

Abstract

The article carries out a comprehensive study of the methodology for analyzing textual and verbal means of forming the image of the military in modern military discourse. It is emphasized that the construction of this image is not only a linguistic, but also a socio- cultural process that integrates the achievements of linguistics, sociology, cultural studies and psychology. The role of the media, works of art, political speeches, interviews and everyday speech in creating multidimensional representations of the military as symbols of heroism, sacrifice and national unity, as well as participants in brutal and traumatic conflicts, is traced. The scientific novelty lies in the combination of discursive, critical, semantic, metaphorical, stylistic, rhetorical and contextual analyses with a linguocognitive approach, which allows to reveal hidden meanings and mechanisms of influence on mass consciousness. The results prove that repeated language strategies (“hero”, “defender”, “shield of the nation”) contribute to the consolidation of a positive image of the military and strengthen patriotic narratives, while the use of lexemes with negative connotations (“aggression”, “cruelty”, “war machine”) forms a critical or alienated vision. The study revealed a significant role of stylistic devices (epithets, comparisons, hyperbole), rhetorical questions and repetitions in the mobilization of public support. At the same time, non-verbal factors of communication (intonation, pauses, gestures, facial expressions) are of particular importance, which, according to the analysis, can convey up to half of the semantic load and form a holistic emotional perception of the military. The authors draw attention to cross-cultural differences in the presentation of military images: if heroic-patriotic rhetoric dominates in Ukrainian discourse, then a number of foreign practices more often show a critical, ambivalent attitude. As a result, it is proven that textual and verbal strategies not only reflect reality, but also actively construct social memory, form a strategic vision and determine the ideological orientations of society. The practical significance of the study lies in the possibility of applying its results in creating effective communication and media strategies, as well as in developing mechanisms to counteract information manipulation in the globalized information space.