Ex Oriente Lux 2022

128 Махлаюк Артур Санкт-Петербургский государственный университет, Восточный факультет ISPR and the image construction of the Pakistan armed forces Inter-Services Public Relations (ISPR) is a separate unit of the Pakistan Armed Forces (AF), which is responsible for informing the public about the activities of the AF, working both as a media outlet and an intermediary between the AF and the civilian media. An important element of the ISPR activities is the creation of a wide range of media content in the form of films, patriotic songs etc. Accordingly, it bears the function of constructing the image of the Pakistan Armed Forces. In this report, the features and main strategies for constructing the image of the Pakistan Armed Forces in the official materials of the ISPR are studied through the prism of critical discourse analysis (N. Fairclough's approach). Two main directions for constructing the image of the AF were identified. On the one hand, this is a demonstration of the combat readiness of the army, navy, and air force. In most cases, this direction includes the following elements: video and text materials highlight the newest types of arms in the service of the AF, the emphasis is on glorification and patriotization, but with a number of features inherent in the realities of Pakistan. On the other hand, ISPR pays great attention to the heroes of the past and present, as well as their families. In addition, the media output of ISPR refers to the superiority of the AF over the main enemies, which are directly indicated - the Republic of India and terrorist organizations. Thus, several main directions are distinguished, within which a number of features can be found. Features can be both widely used techniques for constructing the image of the AF, and unique due to the characteristics of the region.