COMMUNICATIVE STRATEGIES FOR CONSTRUCTING «POLITICAL WELL-BEING» CONCEPT

Relevance. The establishment of the patterns of constructing «political well-being» concept in the dense network of communications of modern culture is a significant scientific problem and it allows forming a new, interdisciplinary subject field in modern philosophical and cultural studies. The aim of the research is to identify communicative strategies for constructing «political well-being» concept due to the patterns of stereotyping in socio-cultural communications and the peculiarities of the ability to cognize the world through its construction. Methods. The authors use a number of methods that allow philosophical and socio-psychological analysis of the essence and interdependence of «well-being» and «politics» concepts. The role of stereotypes in constructing «political well-being» concept is considered on the basis of the theory of public opinion by W. Lippmann. Results. Political well-being is considered as the experience of a set of objective circumstances determined by the system of power relations and institutions of power in conjunction with the subjective state. The construction of «political well-being» concept is directly related to communication processes as a way of speaking about the world of politics, characteristic of various social groups and entailing various social actions. In the process of construction, two communication strategies become the main ones: within the framework of the first communication strategy, an «image for oneself» is formed – the understanding of political well-being as one’s own good, which consists of a complex of personal traditional goods. The second communication strategy is an «image for others» – political, cultural and other realities, customs, national myths, symbols, beliefs, stereotypes. This strategy is based on the mechanisms of public opinion formation and the importance of social stereotyping is emphasized.  Conclusion. The «political well-being» concept is constructed through two communication strategies. The paradoxical feature of the situation is that the «political well-being» concept in the «image for oneself» format in the perceptions of citizens is based on the stereotypes of the «image for others» format.