Racist Discourse of Electronic Mass Media as Factor of Designing of the Interethnic Conflicts

This article focuses on the question of media participation in the racism reproduction process and discource analysis some practices of interethnic conflict construction implemented by media. Interethnic conflicts can be represented as constructs and media plays a significant role in creation of them. There are two competitive models of interethnic conflicts interpretation in Russian media; the first officially denies ethnic background of conflicts (t his situation is char acteristically for state media) and the second expresses opposite opinion that each conflict will be interethnic if members of ethnic minorities participate in conflict. However, this point of view is not always right. There is trend in domestic editions to escalate interethnic tension. It is a problem that publications accentuate public attention on ethnicity of conflict participants in hypertrophied form. At the same time media ignores events are not connected with crimes which committed by ethnic minorities. There is a fixation on negative accidents. It promotes stereotypes emergence and fixation and minority groups perception using racism discource with stigmatization, social expulsion and so on. In Russian media everyday rhetoric, we can find terminology, which usually refers to racism discource but seldom to civil law discource. Study of the fundamental direction of prints and electronic media demonstrates a discursive construction of precise «own» and «stranger» images. Racism discourse can be a powerful kind of discriminating practice. Reproduction of ethnic preconceptions is implemented by texts, words and communication overall. Media is a paramount chain link, which participates in everyday racism reproduction.