MEMES AND HATE SPEECH: SOME ASPECTS OF MASS MEDIA CITATION OF POSTS OF OFFICIAL PERSONS IN SOCIAL NETWORKS

Abstract

The term “meme” is mostly known as a designation of certain visual and textual entertainment content, a kind of modern folklore. In this meaning, the memes can and do serve as an element of propaganda, but not an independent “weapon”. However, we always underestimate their most dangerous influence, which is the creation of tolerance for what is depicted. For example, if we are talking about spreading hate speech by public persons. The lack of attention of editorial offices or the purposeful policy of mass media leads not only to the broader translation of intolerant expressions but also to their legitimization. The purpose of the article is to show how politicians use social media for their own purposes and what are the consequences of these activities. Methodology. Some examples are analyzed in the article when the influencers created memes with signs of alienation or used them to spread hate speech. Social media and mass media publications provide a wide range of information that allows readers to know the cause and effect relationship of the decisions and events, come to conclusions and generalize an approach to the interpretation of studied phenomena. Scientific novelty. Former US President Donald Trump is a vivid example of a politician who, having a huge audience on social networks, resorted to manipulation and distortion of information. Researchers in particular pay attention to the atypical popularity of the 45th USA President and his influence on the electorate, but do not compare similar behavior patterns of public persons in social networks. Conclusion. An analysis of Trump’s activities as well as some other politicians, in particular, Ukrainian ones, leads to the following conclusion: hate speech exists whether we notice it or not. In Ukraine and other countries, hate speech is present in the statements of politicians and public persons, in publications of mass media, and of course in memes. By understanding and weighing the potential risks of further careless dissemination of unverified and biased information, media editors and professional unions can develop advice for journalists based on journalistic standards and ethics.