Formation of Russia's media image in The New York Times against the backdrop of the Russian-Ukrainian conflict

The object of the study is the media discourse of The New York Times dedicated to the Russian-Ukrainian conflict; the subject is the linguistic means and techniques for constructing the image of Russia within this discourse. The Russian-Ukrainian conflict has been accompanied by intense coverage in Western media, which has directly influenced the formation of Russia's international image. The image of a state in modern conditions is shaped not only based on facts but also through the interpretation offered by the media. In the era of digitalization, the media space becomes a key factor in the global information environment, framing the perception of political events and foreign policy actors. The goal of this research is to trace the evolution of Russia's media representation in The New York Times from 2014 to 2024 and to identify the discursive methods for constructing a negative image of Russia. Using critical discourse analysis, the transformation of Russia's image in the English-language press is studied based on The New York Times (2014–2024). Particular attention is paid to linguistic means and rhetorical strategies, including the use of evaluative vocabulary, metaphors, historical analogies, and narrative frameworks that reinforce the image of Russia as a "threat" to the international order. The analysis revealed key narratives that reproduce the dichotomy of "democracy - authoritarianism" and strengthen the frame of the "enemy image." The media discourse of this publication shows a specific dynamic: from relatively balanced coverage to a consistently negative, demonizing representation of Russia. It is shown that the ability of the state to effectively manage its own media image becomes an important factor in its international reputation. The transformation of Russia's image turns into a significant component of a new reality, which some call "Cold War 2.0." The influence of this image will persist even after the active phase of confrontation fades into the past: it will continue to create barriers for productive dialogue between Russia and Western countries. The results of the study contribute to the development of media linguistics and political linguistics, demonstrating how the media shapes long-term cognitive and ideological structures of perception.