USING OF NEW MEDIA IN INFORMATION WARFARE AS A PART OF MODERN POLITICAL CULTURE

The article analyzes the significant role, place, and influence of the new media during information war, which is used as a modern political practice and tool for achieving political goals. The concept of “information war” within the Ukrainian legislation is defined and the peculiarities of its course are established. Since there are many definitions of information warfare, this article formulates this term clearly based on Ukrainian context. Information warfare is actions aimed at achieving information superiority support of national military strategy acting both, local information sources and information systems of the enemy while ensuring security and protection of the information owner. Information warfare is the most promising way to “continue politics by other means” now. We have considered five basic rules used in information campaigns: surveillance, exaggeration, and distortion, orchestration or silence, transfusion, and infection. It was found that the concept of the informational influence of mass media on the person and, society follows from the analysis of these influences. Analysis of information warfare, its principles and methods allows us to understand the essence of these influences. It is very important in the context of Russian aggression in Ukraine in modern conditions. The article also presents and analyzes the most commonly used models of media influence on public opinion. Information influence can be both, positive and negative. Moreover, positive information has an educational function. The purpose of negative information is to inflame social conflicts, exacerbate differences in society. The problems of information warfare should be solved by counteracting the manipulative media technologies and improving methods of counteraction, fight with fake news and misinformation in general. It is proved that the effectiveness of the applied technologies determines the further location of forces in the political arena.