CONTEMPORARY MECHANISMS OF POLITICAL COMMUNICATION IN THE CONTEXT OF THE RUSSIAN-UKRAINIAN WAR AND THE ROLE OF MEDIA IN SHAPING SOCIETAL VALUE ORIENTATIONS

Abstract

The article presents an analysis of modern approaches to the study of political communication and the role of the media in shaping society’s value orientations. The content of key categories is examined, including «value orientations», «political culture», «political socialization», «media manipulation», «information policy», «digital platforms», «public opinion», «political ideology» and «media influence». It is substantiated that political communication in the context of the Russian-Ukrainian war acquires strategic significance, as media and digital platforms become key instruments in shaping citizens’ political consciousness and behavioural models. Socio-cultural factors influencing the perception of political information, ideologies, and messages are outlined. The need for further study of the impact of algorithmic recommendations and social networks on political preferences and ideological orientations of society is also emphasized.The relevance of the topic is determined by the necessity of scientific understanding of media communication’s influence on citizens’ political consciousness in the context of hybrid warfare and information competition. In this regard, particular attention should be paid to exploring the interaction between traditional and digital media, as well as the role of algorithmic recommendations and social networks in the transmission of political values. The aim of the article is to assess the influence of media and digital platforms on the formation of political consciousness and to identify the value-based, sociocultural, and communicative factors that determine the perception of political content.The objectives of the study include analysing the conceptual framework of political communication, identifying the specific features of media influence in wartime conditions, and outlining directions for further scholarly research in this field. The object of the study is the process of political communication in modern society, while the subject is the mechanisms of media and digital platforms’ influence on the formation of citizens’ political values and consciousness. The methodological basis combines sociological, political, and communicative methods, as well as digital analytics, media monitoring, and content analysis tools, which together ensure a comprehensive examination of the phenomenon of media influence in the political sphere.