The thesis analyzes the concept of corporeality as a complex phenomenon of the formation of semantic ties in mass media messages. The difference between the concepts of corporeality and the body in media reality, which are identified in separate interpretations, is characterized. The main structural elements of the message are established, on the basis of which concepts of physicality are constructed: archetype, myth, stereotype. It was found that, based on social memory and individual experience, these defined elements combine in the recipient's mind the variability of content.
The work pays attention to binary oppositions that arise on the basis of archetype, myth and stereotype and reflect collective ideas about the ethical and aesthetic perception of reality. It is established in which way large-scale social problems, together with real concrete situations, construct binary oppositions that influence the perception of messages thanks to markers of physicality.
Based on the scientific source base, during the comprehensive research, the limits of the analysis of physicality markers were expanded. Such concepts include the concept of the principle of museumness and clothing, as a symbolic sign reaction to the physicality of a person in the communicative process.
Relevance of the research topic. For a long time, the social communication sciences have addressed the concept of corporeality as a synonym for the human body and its physiological properties. Our dissertation considers corporeality as a complex encoding of information in text and audio-visual messages, where the physiological parameters of the body are one of the semantic categories. The construction of corporeality is considered in the context of socially important phenomena: gender discrimination, post-truth, the formation of the image of the Ukrainian military, the influence of Russian propaganda on the Ukrainian segment of media reality.
The object of the research is the content of electronic versions of national and regional publications of Ukraine, as well as materials posted on social media platforms (Facebook, Youtube, Instagram).
The subject of the study is the construction of corporeality markers in mass media concepts of electronic media and Internet memes dedicated to the coverage of the full-scale Russian-Ukrainian war.
The purpose of the work is to determine the tools for constructing the discourse of corporeality in the mass media.
Scholarly attention to the construction of the discourse of corporeality in a mass media text is conditioned by traditional problems for academic thought addressing national, cultural, gender, age, and other identities. Narrative practices develop fixed concepts for how an individual defines himself and what collective agreement societies come to in defining individuals who fall into the categories of self/other. Physicality markers play a leading role in this process. The circumstances of the full-scale Russian-Ukrainian war, which began on February 24, 2022, exacerbate the public need for public articulation of identity concepts, which help individuals in releasing emotional tension, countering destructive informational suggestions, keeping positive scenarios of the development of events in their imagination, and also allow comparing individual conclusions in common views.
In this way, the Ukrainian segment of media reality is filled with binary oppositions and mass-media myths, which in a condensed form retell large amounts of information and serve as cognitive landmarks in moral and ethical assessments, emotional reactions, establishing the chronological sequence of events.
The role of binary oppositions in the construction of the discourse of corporeality is to provide specific qualities that can borrow elements from different cultural traditions and be based on a specific local phenomenon. One example of such a process is the binary opposition of the light warrior/orc against the Ukrainian military and the Russian occupiers. Where, thanks to visual representation, light equates to a corporeal quality inextricably linked to the physical presence of a person in space. Together with the light, the image of the Ukrainian defender is complemented by the aesthetic categories of the physiological proportions of the body, good looks, the presence of a smile as a manifestation of benevolence, etc. Orc, on the other hand, builds an associative series with ugliness and untidy appearance, animal anger. An important detail of the discourse of physicality is clothing, which as an element of communication acts as a symbolic extension of the human body. Therefore, the modern uniform of the Ukrainian military, which has a clean appearance, is manifested as a positive example of physicality, which causes admiration and approval...
