Reflection of Universal Concepts in PR-Communications of the President of Ukraine (by the Example of the New Year Speeches 2014–2018)

Abstract

Research Methodology. In the course of the research, the following methods were used: analysis and synthesis (during the development of the scientific concept), comparative, typological, descriptive, linguocultural analysis, content analysis, conceptual analysis (during the research of the New Year speeches of the President of Ukraine), generalization and interpretation (during the formulation of interim and general conclusions of the study).

Results. After examining the reflection of the concepts «God», «space», «time», «friendship», «hostility», «freedom,» we note that the New Year speeches of the President of Ukraine, operating on universal concepts, contribute to constructing the image of socio-cultural reality in the mass consciousness which correspond to the socio-political and socio-economic events of the Ukrainian contemporary. The result of the research is formed rating of the concepts: «space» (18.9%), «time» (10.2%), «hostility» (5.5%), «freedom» (3.3%), «God» (3.1%), friendship (2%). The concept «space» contributes to constructing in the mass consciousness the image of sociocultural reality with a significant humanistic component. The president uses the concept «time» to create a sense of relative vision and perspective for the recipients to highlight past achievements, and outline the interest in everyday issues. The concept «hostility» points to the military discourse of speeches in connection with the military events in eastern Ukraine, the occupation of the Russian Federation of the Crimean peninsula and the hybrid war against Ukraine. The concept «freedom» testifies to the struggle of Ukrainians for freedom, independence and rights. The concept «God» points to the religious discourse of speeches and appeals to the spiritual life of the Ukrainian people. The concept «friendship» contrasts with the concept «hostility» and suggests the creation of friendly relations both within the country and with other countries, except the Russian Federation.

Novelty. Within the scope of the article an attempt was made to linguocultural, conceptual and content analysis for the study of universal concepts in the PR-communications of the President of Ukraine by the example of the New Year speeches 2014–2018; the rating of the representation of concepts «God», «space», «time», «friendship», «hostility», «freedom» in the New Year speeches has been formed.

The practical significance. The results of the research can be used during further scientific developments, teaching disciplines related to the relevant subject.

Key words: political speeches, ritual political speeches, New Year speech by the President of Ukraine, universal concepts, linguocultural analysis, content analysis, conceptual analysis.