Ukrainian Religious Advertising: the evolutionary dynamics of semiotic code

Proceedings of ‏The 2nd World Conference on Research in Social Sciences

Year: 2021

DOI: https://www.doi.org/10.33422/2nd.socialsciencesconf.2021.03.05

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Ukrainian Religious Advertising: the evolutionary dynamics of semiotic code

Klymentova Olena

ABSTRACT: 

Religious advertising is a new phenomenon in the Ukrainian media space. Nowadays it is obvious that at the initial stage of development, religious advertising used to function as an information board. Starting from 2019 to the present, it has been found right in the middle of political battles as a public platform that represents the idea of Independent Ukrainian Church. Manipulative influence was based on verbalizing the attention-drawing correlation of the concept UKRAINIAN CHURCH and the concept INDEPENDENT UKRAINIAN STATE. Religious advertising with a strong political component has become part of the conflict discourse, and its influential experience is qualified by experts as manipulation. In religious advertising with social convergence the creative impulse is formed primarily by verbal manifestations of a new cognitive style in the processes of obtaining religious experience. The new features are represented in God’s speech behavior, speech style, communicative situations with His participation, role distribution, genre preferences and the emotional background of communicative interactions. There are also specific national features of religious advertising that constitute for Ukrainians the core of their spiritual priorities. In fact, Ukrainian religious advertising strives to balance between short-term political interests and long-term social interests along with eternal, timeless values. In this context, the phenomenon of religious advertising is a convincing example of communicative dynamism.

Keywords: dynamism; God’s linguistic personality; substitution.