— Almazbek Atambayev has never enjoyed universal sympathy, especially in the last months of his rule. This is confirmed by recent sociological data. But why did his posts still "hit the mark"? Does that mean sociology is mistaken?
— There is no mistake here. Both of Atambayev's texts have an excellent structure and are examples of various manipulative techniques used in the media. They can confidently be included in educational materials on PR.
— You mean that it was only due to the quality of the texts that he managed to achieve such an effect?
— The power of words and competent PR should not be underestimated. Atambayev has always known how to work with words. Although he may not have written them himself, I know specialists who worked for him. I cannot assert who exactly is helping the former president now, but the text is clearly written by a professional or at least a well-advised specialist. These texts are designed for emotional impact, aiming to provoke a reaction and complicate the critical perception of information.
— So, any politician can write a competent post and gain political bonuses?
— It shouldn't be simplified like that. In Atambayev's case, several factors came together. We are discussing media technologies, propaganda, and rhetorical techniques aimed at achieving specific goals. They indeed play a significant role. As Alisher Navoi said: "Words can prevent death, words can revive the dead."
Emotional Manipulation and Dramaturgy
Emotional manipulation and dramaturgy are features of all the texts by Atambayev that entered the public domain. His latest posts are no exception. They emphasize strong emotions: resentment, indignation, fear for the future, and sympathy for the people. To achieve the desired effect, Atambayev employs various professional techniques.- Appeal to the "people" and hyperbolization of public feelings, expressed through vivid metaphors. For example: "people barely make ends meet," "living in fear," "kingdom of lies," and similar phrases.
- Intensification of negative images or enhancement of negative perceptions. This can be illustrated by expressions from Atambayev's texts: "ugly reality," "mafia system," "total collapse."
- Another common technique is moral polarization, where "I," meaning Atambayev, is portrayed as honest and constructive, while "he," in this case, Sadyr Japarov, is depicted as a destroyer.
All these techniques are used by media technologists to reduce the audience's critical perception and compel the reader to take the side of the one disseminating the information.
In other words, after reading such a text, you start thinking not logically, but emotionally: "he is right."
Your brain effectively shuts down; you do not analyze the facts, you do not need evidence, and you enter the "wonderful world" of the one creating this message.
Creating an Enemy and the Image of a Savior
Another technique used by Atambayev is the creation of an enemy image and the personalization of all the country's problems. He blames Sadyr Japarov for everything, from corruption to the energy crisis. Referring to "negatively colored figures," such as Bakiev and his entourage, helps simplify complex processes, translating them into understandable formulations for the general audience of "who is to blame." This quickly creates the image of a political opponent as the source of most negative phenomena.Interestingly, even if all those associated with Bakiev were removed from Japarov's entourage, Atambayev's rhetoric would remain unchanged.
He would simply find new "enemies" and use other names.
Alongside creating the enemy image, Atambayev employs what is known as retrospective idealization. His texts constantly convey the idea that during his rule, the energy crisis was resolved, freedom of speech was ensured, democracy was restored, and corruption was defeated. In other words, he is presented as a "savior," a sort of Batman or Spiderman, and his rule is portrayed as the "golden age" for Kyrgyzstan.
The goal of this technique is to restore the audience's trust and solidify the perception of his rule as the best in modern history.
The "Big Lie" Technique and Framing
Atambayev's texts employ numerous propaganda techniques, including the "big lie" technique. The essence is that all accusations are presented as absolute facts that require no proof: "the state debt has increased by 4 billion," "relatives are getting rich," "mining farms are the main cause of the energy crisis." Even if some of the arguments have a real basis, they are presented categorically and without nuance, which enhances the effect.To reinforce the information, Atambayev also uses the technique of repetition. Accusations of corruption, repression, and the destruction of democracy are repeatedly echoed in both of his texts, but with varied formulations.
Another technique that Atambayev actively employs is framing. For example, the energy crisis in his texts is viewed solely as a consequence of mining and personal connections with representatives of the "Bakiev" entourage. Objective factors, such as low water levels and aging equipment, are ignored. "Framing" helps the audience arrive at the desired conclusions.
The next technique is the creation of a false consensus.
The appeal to the people and the contrast of "I am with the people, while he is against the people" creates a false sense of consensus. The use of phrases like: "the people see the truth," "people are opening their eyes," "fellow countrymen," "we will no longer tolerate" and similar expressions shows that the majority supports Atambayev, who is seemingly one with the people, unlike Japarov.
Metanarrative and Other Techniques
In Atambayev's posts, besides the mentioned techniques, the technique of forming the image of a moral hero is also used. He emphasizes that "I was silent," "I endured," "I believe in the truth," as if he is above political conflicts. For example, in the second post, he addresses Sadyr Japarov as an older brother to a younger one.There is also prophetic rhetoric that creates a sense of inevitability regarding the change of power.
This is a well-known tool of political propaganda that Atambayev also employs. His texts feature promises of "judgment day," "sooner or later there will be a fair trial," "the time of lies is ending." The "time of truth" is coming, which, of course, Atambayev brings to the people.
The main narrative of both of Atambayev's texts can be described as a metanarrative of the struggle between good and evil, where good is him, and evil is Sadyr Japarov. Atambayev creates a clear division: his presidency is a time of honest officials, effective governance, and freedom of the media, while now lies, repression, and corruption reign. Thus, he constructs a mythologized rhetoric.
P.S. — Are we expecting new posts from Atambayev?
— Definitely. I am sure he was inspired by the reaction of society and the authorities. I assume he will appear after the elections or on election day. The texts will likely be in the same spirit, but the emphasis will shift to violations of democratic rights and freedoms. He will work with those who do not pass, cultivating their discontent.
