Cognitive Subversion and the Transformation of Ideological Narratives: Perestroika and The Woke Movement

This article focuses on the concept of cognitive subversion applying it to a comparative analysis of two historically and ideologically transformative periods: the Perestroika era in the USSR in the late 1980s and the emergence and growth of the Woke movement in the contemporary Western world throughout the 2010s and 2020s. Cognitive subversion is defined here as a strategic and systematic dismantling of foundational cognitive frameworks, involving historical memory, conceptual systems, and established patterns of rational thinking, among others. This process results in a form of cognitive regression characterized by fragmentation of meaning and a weakening of coherent social understanding. Employing a multi-level analytical model, which integrates methods from critical discourse analysis, narrative theory, and structuralism, the study aims to uncover underlying structural parallels in the dynamics of ideological transformation across these distinct sociopolitical and media landscapes. The research data include political speeches, print and broadcast press materials, scholarly works, and contemporary digital media content. The findings reveal structurally similar patterns of cognitive subversion manifesting through processes such as the fragmentation of shared meanings, emotional mobilization leveraging collective guilt or shame, and the delegitimization of key institutions. In particular, the study demonstrates (a) the reconceptualization of core notions such as “democracy,” “freedom,” and “justice” in both cases; (b) the transition from rational, historically grounded modes of thought toward emotionally charged and fragmented cognitive repertoires; (c) the mobilization of collective emotions of shame and guilt as instruments of ideological transformation; (d) the delegitimization and restructuring of key political, cultural, and educational institutions; (e) the central role of media systems—whether centralized broadcast structures or decentralized digital platforms—in amplifying subversive narratives; and (f) the formation of new meta-narratives that reframe collective identities and future horizons. Ultimately, the article contends that the concept of cognitive subversion offers a valuable and productive analytical framework for understanding media influence and ideological change in both historical and contemporary contexts. © 2025 Leila O. Algavi, Natalia E. Rastorgueva