THE ROLE OF THE MEDIA IN MODERN POLITICAL CONFLICTS: THE RESULTS OF APPLIED SOCIOLOGICAL RESEARCH

Objective of the study is to identify and describe the mechanisms of propaganda, made by the media in the political conflict between Russia and Ukraine and their role in this conflict. The methodological basis of the study. The article presents the results of the author's sociological research with the content analysis method, which made it possible to study the mechanisms of propaganda used in the political conflict between Russia and Ukraine by the Russian media (114 issues of the program “News of the Week” on the Zvezda TV channel in the period from 03/06/2022 to 12/03/2023); to study the role of the media in the political conflict between Russia and Ukraine (412 episodes of the “Anti-Fake” program on the First TV channel, in the period from 03/09/2022 to 11/30/2023).   The results of the study. Six mechanisms for the use of propaganda were identified with the help of content analysis: disinformation (fakes), repetition of statements, suggestion, threat creation, the principle of contrast, labeling. Five ways of media influence on the conflict escalation were revealed with the help of the analysis of the role of the media in the political conflict between Russia and Ukraine: aggressive behavior charge, falsification of photo and video materials, intimidation, false demonstration of one's own weakness, and charge of the negative statements. It is concluded that the media act as a full-fledged participant in the confrontation and act in the interests of their opposing states.  The prospects of the study are related to study the role of the media in political conflicts at different stages of their course and to find ways to resolve them.