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Visual Discourses of Social Policy in TV Practice

Abstract

The article presents the personification and visualization practice
of social content discourses on the example of Russian Federation pension
legislation reform TV coverage in 2018. Visual images are considered as the most
effective semantic components of media messages. The personalization trend
in modern television content contributes to the wide range of those who act as
experts, and the specificity of social issues makes it possible also to use individual
stories as arguments. The visualized experience illustrates the arguments in
support of the reform, it creates a positive emotional background for the process
of political discussions, and promotes appropriate patterns of social behavior.
The purpose of the study was: to trace in what visual images the pension
reform was presented on Russian TV in 2018 and to determine the discursiveness
of coverage in the process of adopting of amendments in the pension legislation
of the Russian Federation.
Protection and necessity discourse is the main one, since it exists in the
overwhelming majority of news stories, however, it is visually uninformative,
is not associated with the content of the message, and is significant due to
constantly presented status actors. The discourse is visually presented with
by general and collective views, close-ups of opinion leaders, static, repeated,
similar pictures.
The discourse of opportunities and prospects, being additional, appears in
a small number of news stories, however it is personified, associated with the
content, visually bears the main sense of messages.
The discourse is represented by reportage footage and dynamic views,
diversity of images and pictures; there are individual stories and positive
characters, heroes are at the workplace in the process of activity. They are all
professional, enthusiastic, energetic, healthy, optimistic and promising, that is,
able-bodied and ready to work. These characteristics corresponded to the theses
that were used in the argument about the need to adopt amendments to the
pension legislation.

About the Author

Marina A. Berezhnaya

Russian Federation


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Review

For citations:


Berezhnaya M.A. Visual Discourses of Social Policy in TV Practice. Vestnik VGIK. 2020;12(2(44)):132-141. (In Russ.)

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ISSN 2074-0832 (Print)
ISSN 2713-2471 (Online)