соціальні комунікації

The study explores the impact of the propaganda technique of enemy dehumanization on the Russian audience within the context of the Russia-Ukraine conflict, with a focus on sociocommunicative aspects. The research examines the nature of fake messages spread through Russian Telegram channels, their influence on emotional, cognitive, and behavioral perception, and the classification of user reactions. The analysis helps to understand the mechanisms through which hostility is formed via dehumanization, evaluate audience engagement, and develop strategies to counter propaganda narratives.

When it comes to the beauty of social communication content, you immediately imagine a beautiful report with excellent descriptions, juicy images, and creative author's finds. However, modern social communications are so rapidly trying to convey content to their audience that they prioritize the need for real (or around reality) content wrapped in a shell of genre requirements (or a set of such requirements), rather than bright images and feelings.

The demand to entry “semiotic chora” to the scientific field of social and personal communication is motivated by the actuality of the semiotic and the cognitive scientific approaches in the contemporary journalistic theory. It half-opens the curtain of the intimate creative process preceding the pretext, generate power of thought, and can be explained only by an appeal to the personality of the author – his biography, mentality features, mental components and individual style.

The authors describe a scientific substantiation of the concept «sociocommunications engineering», outlines the object and purpose of the study a new type of engineering, which is actively formed and is objectively demanded in today’s information society.