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Этнический и политический миф как фактор формирования общественного мнения

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Asriyan E.

Przegląd Wschodnioeuropejski

2017

vol. 1

161-172

The word ‘myth’ means tradition, legend. Myth-making is seen as the most important event in the cultural history of mankind. In primitive society mythology presents the basic way of understanding the world. The history of the people needs to be told of his mythology, and not vice versa. In our view when creating the image of a political leader should come from the heroic myths. The main characteristics of political myth are relying on the archetype and some technological artifice. We can say that the political myth is an adaptation of a cultural myth for political purposes. Political myth thus becomes a necessary form of communication between people and the government. Political myths are widely used in election campaigns, because from a psychological point of view the mythologizing the political leader allows differentiate him from competitors.

Branding specificities of the Armenian “Velvet Revolution”

63%

Asriyan E., Melkonyan N.

Przegląd Wschodnioeuropejski

2019

vol. 1

217-227

The so-called modern-day “colored revolutions” implemented in varous parts of the globe have their specificities. The development of social communication and its changes in quality have in fact influenced the implementation of “colored revolutions”, as well as its technologies. In the process of branding the Armenian velvet revolution, several important tasks were set: to make actions of disobedience and protests recognizable as revolutionary actions, to present the velvet revolution as a continuation and result of protest actions that were taking place in the country over the past ten years, and the last task concerned the need to unite different social segments around a common idea. The success and desire of a velvet revolution as a brand was conditioned by the following: considering the psychological peculiarities of perception of a person, presenting the revolution as the only opportunity for addressing the political problems in the country and pointing out succeeded key messages, conformity with the target audience’s desires, social needs, expectations, and ideas about future; effective and balanced communication mechanisms with the target audience.

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2 Przegląd Wschodnioeuropejski

1 2019

1 2017

2 Asriyan E.

1 Melkonyan N.

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Этнический и политический миф как фактор формирования общественного мнения

Branding specificities of the Armenian “Velvet Revolution”