Стаття присвячена питанням ідеологічного протистояння між Австро-
Угорською та Російською імперіями часів Першої світової війни. Австро-угорська
пропаганда використовувала образ “загрози зі сходу”, російські ідеологи – образ
німецької імперії, що пригнічувала підданих слов’ян. На внутрішньому інформаційному
фронті візуальна пропаганда була представлена плакатами та поштовими листівками.
Зовнішня пропаганда на ворожу армію і населення здійснювалася передусім за допомогою повідомлень текстового характеру: листівок, відозв та прокламацій. Висвітлено стан
сучасного дослідження проблематики та окреслені перспективи подальших досліджень.Article is devoted to the issues of ideological confrontation between the AustroHungarian
and Russian empires during the World War I. Before the beginning of the war Ukraine
was divided between two empires (the Russian and Austro-Hungarian). The problems of
informational confrontation on the Ukrainian territory - Russian Empire’s South-Western Front
(Galician front of Austro-Hungary) are outlined. The article describes the propaganda techniques
which turn the image of the “other” into an image of an enemy. Austro-Hungarian propaganda
used “the threat from the east” image; Russian ideologists used the image of the German empire,
which was oppressing the Slavs. Various aspects of the upcoming war informational support
were developed by military theorists of both empires. On the eve of the conflict the principles,
objectives and directions of propaganda have been defined. Since the beginning of the warfare
these plans have found their embodiment in the specific tools. Both empires established
institutions, which were involved in the creation and production of agitation materials, constantly
expanding informational tools, techniques, and the sphere of its usage. The article reviews the
techniques of propaganda during the First World War, which were presented by the media,
especially periodicals. Its target audience were the population and soldiers. Brochures, posters,
leaflets and postcards produce agitational messages with emotive connotation.
In the internal front area the visual propaganda was introduced with posters and postcards.
The article outlines the means of agitation and propaganda among of army forces and the
peaceful population during the First World War in the South-Western Front. On the basis of the
propaganda implementation examples the importance of the war informational support which
considered the religious, national, political peculiarities of the enemy army and state. The external
propaganda, addressing the enemy armed forces and the population was carried out primarily
via text message, those were: leaflets, appeals, and proclamations. The objectives of the war,
attitudes toward allies and protagonists, front’s updates are reflected in propaganda and
contribute to the analysis of informational techniques of the early XX century. The findings
received are illustrated with examples. The article outlines the condition of contemporary research
and the prospects for further investigations.Статья посвящена вопросам идеологического противостояния между
Австро-Венгерской и Российской империями времен Первой мировой войны. Австро-
венгерская пропаганда использовала образ “угрозы с востока”, российские идеологи –
образ немецкой империи, угнетающей подданных славян. На внутреннем
информационном фронте визуальная пропаганда была представлена плакатами и
открытками. Внешняя пропаганда на вражескую армию и население осуществлялась,
прежде всего, с помощью сообщений текстового характера: листовок, воззваний и
прокламаций. Отражено состояние современного исследования проблематики и
намечены перспективы дальнейших исследований
