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GRIGORII V. TULCHINSKI
National Research University Higher School of Economics,
THE SCREEN OF POLITICS AS A SPECTATOR SPORT. NARRATIVES OF SIMPLIFIED EMOTIONS
Abstract. “The Screen of Politics,” i.e. the presentation of political life on the media screens is being increasingly transformed to a continuously greater degree into the format of a spectacle and entertainment. Three accentuations are made in study of this issue. The first accentuation is connected with predominantly examining the Russian experience of presentation of political life on the screen media culture. This experience is intensively transformed, therefore its comprehension is important not only in the actual context, but also for subsequent systematization. The second emphasis is made on the style of positioning and promotion of the personal brands of contemporary Russian politicians in the media space. The third focus is stipulated by the emotional component of the presentation of contemporary political life in the Russian screen culture. That emotional context, in particular, is what determines the estimative relationships of meaning-making. At the same time, emphasis is placed on transmission of intolerance and aggression towards political opponents, or also their derision. On the one hand, the tendency towards the simplification of emotional narratives reduces political participation to an even greater degree to passive consumption of a readymade spectacle, presenting new opportunities to “screen politics,” mass political manipulation. On the other hand, it involves extra efforts and a search for forms of real political participation.
Keywords: infotainment, show, politics, politics screen, publicity capital, TV news.