Mechanisms for constructing propaganda messages in the media

The present study is a comprehensive analysis of manipulative influence technologies in modern media using the example of a coordinated campaign against Oleg Gazmanov (January 2023). The subject of the study are linguistic (emotive vocabulary, evaluative constructions), discursive (narrative strategies, framing) and network (algorithmic promotion, bot activity) mechanisms of constructing a negative media image of a public personality in the context of digital communication. The purpose of the work is to systematically identify and describe key technologies for creating and distributing propaganda content. The paper demonstrates how a combination of linguistic markers (clickbait headlines in 89% of cases) and network models (with a viralization rate of 4.3 publications per hour) transforms neutral events into large–scale media scandals. Special attention is paid to the processes of semantic distortion and artificial polarization of the audience. The content analysis of 147 publications and 3,218 user reactions (selected during the active phase of the media campaign) was carried out using quantitative (frequency calculation, percentage ratios) and qualitative methods (discourse analysis, linguistic analysis, identification of rhetorical techniques), including statistical data processing and linguistic analysis. The scientific novelty of the study lies in the application of a comprehensive analysis of media manipulation, combining linguistic (emotional-evaluative constructions, semantic distortions) and network (algorithmic distribution, bot activity) factors, unlike previous studies of media manipulation, focused either on linguistic aspects or on network dynamics separately. The mechanism of transformation of neutral events into scandals through artificial polarization of the audience is also revealed. The main conclusions: 1) modern media manipulation is a systemic process combining linguistic technologies and network algorithms: network algorithms (of social networks, search engines) identify and promote content with emotionally charged linguistic patterns; 2) effective counteraction requires comprehensive measures, including: a) automated monitoring of semantic distortions, b) regulation of social network algorithms, c) educational programs on media literacy. The results obtained open up new prospects for the development of digital hygiene technologies and the protection of the information space; 3) The social consequences of media manipulation are revealed: cognitive dissonance of the audience, value erosion, reputational damage through the mechanism of "guilt by association". The results can be used to develop information security measures, including regulatory and educational programs.

media manipulation, negative content, clickbait, virality, semantic distortion, information polarization, fake news, disinformation, propaganda, media convergence