POLITICAL MYTH AS A TOOL IN ELECTORAL CAMPAIGNS DURING MARTIAL LAW: TRANSFORMATION OF ELECTORAL CONSCIOUSNESS IN UKRAINIAN SOCIETY

The article examines the role of political myth in the context of martial law in Ukraine and its influence on the transformation of electoral consciousness. The aim of the study is to analyze political myth as a tool in electoral campaigns during periods of armed conflict, when mythological themes related to heroism, defense, and national unity gain particular significance. Political myth not only mobilizes the electorate but also influences the formation of new identities, legitimizes power and changes mechanisms of political behavior. It`s emphasized that during wartime electoral campaigns increasingly take on characteristics of a sacred ritual, where the emotional component and symbols of national unity replace rational ideas and programs. At the same time, political myth plays a role in stabilizing society, reducing anxiety levels and helping to create a new system of political identities. In particular, the focus on new heroes — volunteers, medics, community leaders — who have become the foundation of the new political reality during wartime conditions is important. The research shows that during this period, political myth not only shapes electoral moods but also creates new social structures and roles within the political process, enhancing the significance of local initiatives and leaders. The article’s conclusions underline the need for cautious use of political myth to avoid undermining political pluralism and the development of authoritarian practices.