Article. — Asian Social Science, 2015. — Vol. 11, №19. — P. 237-245.The paper proposes the critical discourse analysis as the method for the reconstruction of communication on the social problem. This approach provides explanation why the particular informational campaign was ineffective and the how the communication strategy has to be reconsidered. In presented study three types of social actors are defined: the authorities, the mass media and the citizens. The empirical case is media reflection of the situation in the North Caucasus region of Russia in 2011-2012. For the analysis of three discourses two corpuses of texts thematically connected to the problem were chosen: news articles and Internet posts during two chronological periods - August-November 2011 and April-June 2012.
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