Dimensions of a “new sincerity” in modern political communication

Purpose. The purpose of the study is connected to the projection of the artistic concept of a “new sincerity” into the politics. Formed at the end of 20th century in art and literature the trend of the “new sincerity” is considered to be related to modern political discourse. The “new sincerity” is found in overcoming the destructive power of irony and the revival of time-tested universal values. Supporters of the “new sincerity” seek in their work to revive those values that leave people vulnerable to the outside world, but make them more humane following David Foster Wallace - an American ideologist and popularizer of this trend. The author of the article proceeds from the premise that the modern media environment is disposed to manifestations of the “new sincerity” and creates conditions for the penetration of this trend into the sphere of political communication. Results. The “new sincerity” in politics is understood as open positioning of politicians through self-identification and offer of the same open position to their addressees. Examples of this communicative trend in political discursive practices are presented by texts of different genres in the present study. Congratulation of the Ukrainian people on the New Year’s day by the President of Ukraine Vladimir Zelensky (2020) serves as the example of the destruction of the format of the New Year’s speech of the head of state on the basis of the “new sincerity” strategy. The pre-election leaflet of the Moscow politician and public figure Maxim Katz is analyzed as an example violating the genre standards of electoral campaigning. The effectiveness of the new way of communication with the voter was confirmed by the election results. The negative effects of the “new sincerity” in public discourse are illustrated by the frank statements of politicians, deputies, officials, destroying their image as elected representatives of the people. The flip side of the “new sincerity” is that the speed and viral nature of the information transfer in new media allow people to give high-profile representation to anyone to the fullest, but at the same time they are not only represented, but also “undressed”. Conclusion. The author believes that the trend of the “new political sincerity” is being formed in the modern media environment, where the seriousness of the conversation is combined with the confidence of intonation and the explication of the personal principle of the politician, and universal values prevail over state ideologies. On the other hand, modern communication technologies do not leave a chance to conceal information about the “unpredictable sincerity” of politicians and officials, which becomes objects of critical reflection in the new media reality.