Abstract

The Ukrainian–Russian conflict of 2013–2017 is characterized as ‘hybrid’ warfare, with a crucial role of informational component. Using ideological discourse analytic tools, this article demonstrates how two prominent Russian TV channels shaped the persuasive message, creating strong unity and mobilizing a high level of support among the national audience. Based on legitimation and de-legitimation patterns, Channel One and Russia-1 built ideologically polarized opposition between ‘Our’ and ‘Their’ sides of the conflict. The wide range of editorializing tools, socio-cultural and historical Soviet-time constructs, and references to gay culture served to promote one group and to debase the opposition. Close institutional ties between government and media in Russia sustain multiplicity and intertextuality of ‘general line’, thus eliminating discordant interpretations. The article shows strong evidence that the analyzed TV news programs present a typical illustration of ideological discourse, exploited by the Russian government in order to achieve its political goals.