Keywords
media support
agitation
values
visual images
How to Cite
Abstract
The aim of the study is to determine the dynamics of values in Ukrainian political video advertising and to trace transformation of its dominant values. Methods. The study was based on Ukrainian political video advertising of snap parliamentary elections in 2007 and 2014. The analysis involved 40 and 98 political video commercials respectively. In the process of research we used such methods as: deductive method was used for the transition from a common understanding of values to analysis of their using in advertising; analytical-synthetic procedure was used for a detailed review of the values in political advertising and revealing their main characteristics; quantitative and qualitative characteristics of values in commercials were determined through content analysis; the comparison made it possible to establish similarities and identify the differences between the values propagandized by Ukrainian political advertising in the period of parliamentary elections in 2007 and 2014. Results and conclusions. Relying on S. Schwartz classification the authors reached such conclusions in their research. Comparing values of Ukrainian political video advertising in 2007 with values in 2014, the changes of the Ukrainians’ value priorities are observed. So, in 2007 the dominant values in the election campaign were social order and stability, social justice, caring for the weaker ones. In 2014 the number of appeals to the named values has decreased, at the same time an appeal to national security comes to the fore, which is typical for each party. Quantitative indicators suggest that Ukrainian society in the period of parliamentary elections 2014 needed protection on the global scale - not only protection of the family, but protection of the whole nation. Besides this we observe hefty increase in appeals to peace, novelty and change in life. Frequency of appeals to respect for traditions and social recognition remains at the same level; appeals to values of self-esteem and freedom disappear, instead we observe appeals to wisdom, social force and respect for the opinions of other people.
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