MANAGING POLITICAL PERCEPTION IN THE MEDIA SPACE (Based on the Materials of the Social Network Telegram)

Abstract

The purpose of the article is to identify the processes that collectively form political perception in the social network Telegram. The relevance of studying political perception and the mechanisms of its functioning is explained by the partial apolitical nature of web users who are in political disorientation. The research methodology is based on analytical and descriptive methods. A linguisticcognitive approach is used to systematically analyze the texts of social network publications. The results of the study consist in identifying the main processes that form the mechanisms of political perception: a) introducing client-centricity, including attracting user attention, customizing, differentiating and distributing the audience by channels, meeting the emotional and communicative needs of the audience, improving service; b) distorting information, which include the phenomena of cancellation theories and practices, post-truth, fact-checking, and distributing viral content; c) creating and selecting a new media environment which include forming a special atmosphere, new discourse, choosing tone, structuring the agenda, creating meanings and issues. It is revealed that the processes of integrating client-centricity and introducing the service approach, the processes of distorting information and creating a new media reality are the factors that form the mechanisms of political perception. The conclusion emphasizes the need for an integrated approach to political perception research in order to promote the ideas of political awareness among representatives of Russian society.