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In recent decades attention has become a scarce resource not only in politics and economics, but also in the social sphere. Problematization may be considered a way of attracting attention to negative circumstances and situations. The list of current social problems is not determined by their scale and impact, but by their attractiveness to different public groups. In this regard, the theory of social problems focusing on the rhetoric of statements (claims-making activity) is of particular relevance. Based on soci...

This paper analyzes reproduction of discrimination in visual communication through the investigation into discourse on lookism in contemporary Russian children's animation (2000-2014). The lookism is considered to be a form of discrimination on the grounds of appearance, which can be produced by film or cartoon with help of transmitting discrimination situations as well as stereotypes and myths regarding peoples' appearance. Using methods of discourse analysis and semiotics, we study visual and verbal films' disco...