THE MEDIA REPRESENTATION OF BORIS YELTSIN: PRO ET CONTRA

Annotation

Using a comprehensive database of the Russian media coverage on Boris Yeltsin, this article applies quantitative and qualitative analysis to the news content and assesses tone of media coverage of Yeltsin (positive, negative, neutral, ambivalent). In terms of methodology, the research was organized in: sociology of mass communications, culturology, linguistics. The study has revealed that most articles were negative (42,1%) and neutral (37,8%) in tone over the five-year study period. The key messages pro et contra and main points conveyed through various forms of media were identified.

Keywords

Yeltsin, mass media, media representation, media research, media image, media portrait

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