VESTNIK
Bashkirskogo universiteta

RUSSIAN
ISSN 1998-4812

Archive | Volume 20, 2015, No. 3.

STEREOTYPIZATION AND DEMONIZATION OF RUSSIA’S IMAGE IN BRITISH NEWSPAPERS

Vestnik Bashkirskogo Universiteta. 2015. Vol. 20. No. 3. Pp. 1032-1038.
Ivanova S. V.
Bashkir State University
32 Zaki Validi St., 450076 Ufa, Republic of Bashkortostan, Russia.
Salimova R. M.
Bashkir State University
32 Zaki Validi St., 450076 Ufa, Republic of Bashkortostan, Russia.
Email: risal@list.ru

Abstract

The article reveals Russia’s stereotypical image formed in and by the British printed media sphere. British newspaper articles, which came out within 2012-2015, make up the empirical basis of the research. The choice of the given period is accounted for by political and economic events in Russia that caused immediate global resonance and, respectively, obvious changes in representing Russia in media space. Russia’s image produced by British journalists involves applying to the stereotypical image of the country held by the West, on the one hand, and building new stereotypes, on the other. Russia’s stereotypical image is a mental picture comprising several referential areas, such as: STATE, PRESIDENT, NATION, COUNTRY. The referential areas, being subject to steretypization, are represented in British mass media texts as consistent conceptual areas. Their informational content is realized by signs representing different levels of mass media textual information encoding. Besides, meanings involved in creating Russia's stereotypical image are revealed. Mechanisms responsible for transmitting negative evaluation start operating bringing about the effect of demonization of Russia’s image. The discourse analysis of the British press reveals that demonization of Russia’s image covers all levels of mass media textual information encoding, such as discourse, language and cultural levels. Discourse level means transmitting information in compliance with the genre of mass media discourse. Language level manifests itself in units with explicit and implicit negative evaluation. Cultural code appeals to the signs of cultural space of the given linguocultural community. The empirical analysis testifies to the fact that Russia’s stereotypical image established in British society is undergoing further negative modernization. Demonization of Russia’s image is achieved through stereotypization of negative characteristics in dominant conceptual areas of Russia’s image invariant.

Keywords

  • • stereotype
  • • stereotypization
  • • Russia
  • • Russia’s image
  • • mass media
  • • conceptual areas
  • • demonization

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