Теоретико-методологічні засади соціологічного аналізу концепту «character assassination»

Abstract.The article presents a sociological analysis of the theoretical and methodological foundations for studying the concept of character assassination (СА) as a specific form of social action and communicative practice aimed at undermining reputation, trust, and social legitimacy of individuals, groups, or institutions. CА is considered not only as a tool of political or media struggle, but also as a complex social process embedded in structures of power, symbolic domination, and the management of social perceptions.Special attention is paid to the systematization of the main theoretical approaches to the study of this phenomenon - the rhetorical, socio-psychological, and socio-cultural approaches - as well as to outlining their analytical capacities and limitations for sociological knowledge. It is shown that, despite the dominance of communication-based and psychological interpretations, СА remains insufficiently conceptualized in sociology as a mechanism of stigmatization, maintenance of social hierarchies, and reproduction of power relations.The article emphasizes the heuristic potential of the socio-cultural perspective, which makes it possible to analyze СА as a process of interaction between actors, media, and audiences within specific social contexts. The use of social dramaturgy theory, field theory, and the structuration approach justifies the possibility of studying this phenomenon at the micro-, meso-, and macro-levels of social reality. Particular attention is given to the relevance of character assassination for the analysis of contemporary information conflicts, digital media, and wartime conditions.The article provides a methodological basis for further empirical research on character assassination in the sociology of politics, media studies, and reputation management, and contributes to the clarification of conceptual tools and analytical frameworks for studying this phenomenon in the Ukrainian social context.