The destructive impact of black PR on national consolidation processes

Abstract

The purpose of the study is to analyze the destructive impact of black PR on national consolidation and to identify the mechanisms by which manipulative communication practices undermine social cohesion, generate internal divisions, and transform citizens’ political orientations. The article examines the specific features of negative information technologies, their role in fostering a culture of distrust, and their contribution to the formation of polarized perceptions of key political and national issues. The methodological framework of the research is based on system-structural, political-communication, and content-analytical approaches, which enable the investigation of the mechanisms of the dissemination of destructive narratives, the identification of patterns of their influence on collective perceptions, and the assessment of their penetration into the media space. Additional methods include elements of discourse analysis and comparative analysis, which help distinguish the characteristic features of black PR in contemporary political campaigns and information conflicts. The findings demonstrate that black PR is one of the most destructive factors hindering the development of national solidarity, as it erodes trust in public institutions, intensifies intergroup confrontation, and contributes to the spread of emotionally charged, polarized interpretations of socially significant events. It is established that manipulative information campaigns reduce citizens’ willingness to cooperate, undermine confidence in the legitimacy of political processes, and create a favorable environment for the escalation of internal conflicts. The conclusionsemphasize that countering black PR requires a systemic combination of information policy instruments, media literacy, and ethical standards of political communication. Practical strategies to mitigate its impact should include developing transparent political competition, increasing accountability for the dissemination of disinformation, promoting critical thinking, and supporting independent media as essential elements of a resilient democratic culture. The results of the study may be used for further academic research on the influence of manipulative practices on political behavior and social cohesion, as well as for the development of practical recommendations in the fields of national security and strategic communications.