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Regular version of the site

Book chapter

The Antagonistic Discourses of the Euromaidan: Koloradi, Sovki, and Vatniki vs. Jumpers, Maidowns, and Panheads, Olga Baysha

Drawing on the discourse theory of Ernesto Laclau and Chantal Mouffe (1985), this chapter discusses how the popular memes ‘jumper’, ‘kolorad,’ ‘maidown,’ ‘panhead’, ‘sovok’, ‘and vatnik’, which had been created or activated during the Euromaidan revolution in Ukraine, contributed to the intensification of its internal social conflict. To analyze how these and similar significations deepened old societal divisions and created new ones, the chapter refers to Nico Carpentier’s theory (2017) of the Discursive-Material Knot (DMK) and its conceptualization of the antagonistic discourse characterized by three nodal points: (1) the radical difference of the enemy, (2) homogenization of the self as opposed to the enemy, and (3) the need for destruction of the enemy. Analyzing discussions of the Maidan and its developments by Ukrainian users of Facebook, the chapter argues that all three points of Carpentier’s antagonistic discourse were evident in the ‘anti-other’ discourses of both pro-Maidan and anti-Maidan Facebook users.

In book

Edited by: N. Knoblock. Bloomsbury, 2020.