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JOURNAL OF INTERDISCIPLINARY RESEARCH

4 Conclusions

Appealing to the values of their audience, the world-systemic
media use mythological concepts that, in turn, are formally
represented through the use of corresponding lexemes. The
identifies clusters and the corresponding mythological concepts
indicate the significance of the value of society polarization
reflected in media. These concepts may co-exist and even
interact but are also capable of hindering effective
communication through the creation, fixation, and promotion of
conflicting political myths in the media sphere.

The key issue of impact is acquiring communicative
compatibility allowing the effective modification of
mythological structures. The process of achieving
communicative compatibility results in the structuration of
world-systems into "ours", "other" and "alien" ones occurring as
a result of the process of achieving communicative compatibility
reflects in the media reproduction of mythological concepts
engraved in the texts by authors and activating the sequence of
value associations.

The world-systemic media establish connections between myths
creating unified and consistent mythology, informationally
support the myths that are already present in the public
consciousness and participate in the structuring of culture. The
space of a myth includes a core of the myth-making process that
presents the world as meaningful, – the structure and periphery
where communicative interactions take place, including the
reflection of aggression that destructs the integrity of the world-
system of elements. Preservation of integrity is a primary
objective of the world-system, and the execution of this
objective presents the key function of the world-systemic media
ensuring the accumulation of values and the circulation of
meanings.

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