Integrative strategy of constructing positive images of ethnic identity in modern electronic and information discourse

The tendency to globalisation of world space is observed in the modern world. in this regard,the ethnic factor in political processes and the management of compound states are significantly updated. the going deep politicisation of ethnicity is accompanied by new manifestations in different processes that dictate the need of a search for theoretical and methodological means of research. ethnicity represents a social construct whose intrinsic basis is self-attribution of the individual to the social community existing in subjective perception ('we') and the symbolic marking of cultural distinctions from other communities. their formation/gain is influenced by ideas about objectivity and vernacularity of the existence of 'we-groups' and the significance of intergroup distinctions. ethnic identity can be defined as a social construct that is a product of the subjective relation/perception of individuals of intergroup entities and contradictions filled by ethnic sense. in the modern world the permission of some questions is of great importance not only in the scientific,but also in the ideological and political sphere. these are questions such as forms whose distribution and information processing society can accept; why information takes the central place in modern social systems and how it influences social,economic and social relationships. © 2017 universiti putra malaysia press.