The article deals with the problem of the evolution of the content of the "enemy image" in British propaganda during the First World War. The author's aim is to study the problem of the evolution of the "enemy image", highlighting the internal and external factors that influenced the change in ideas about the "enemy" due to a decrease in the degree of dehumanization of the object of perception. As an example, the propaganda experience of Great Britain in promoting the image of Germany as an "enemy" to the masses during the First World War was taken. The author, adhering to the point of view of modern historians about the division of the history of British propaganda of this historical period into two main stages (August 1914 - July 1916 and August 1916 - November 1918), focuses on changes in the content of propaganda materials. This study is based on campaign materials. Among them are graphic sources (posters, caricatures and drawings), printed materials (poems of British soldiers and speeches by political figures), works of cinema and periodicals (newspapers and magazines) The study used general logical, special historical and interdisciplinary methods. The general logical methods used were analysis and synthesis, induction and deduction. Special historical methods were comparative historical, historical genetic and the periodization method. The interdisciplinary methods were inventory analysis and the hypothetical-deductive method. The course of the study, reflected in the content of the article, was built by the author in the following logical sequence. First, the problem of the evolution of the content of the "enemy image" and its disclosure was posed, and the substantive theses of anti-German propaganda on the first and second stages of its implementation were selected on the basis of data from historical sources. As a result of their comparison, the author turned to the identification of internal and external factors that influenced the change in the content of the "enemy image" in British propaganda during the war. As a result of the study, it can be concluded that the evolution of Germany's image as an "enemy" consisted in changing the mechanisms of influence on mass consciousness in order to maintain the "fighting spirit" and "defense consciousness" of people in a militarized society and to suppress pacifist and anti-war sentiments Thanks to a change in the content of propaganda information, the British propaganda of the First World War period achieved successful results for it was set to reassure the people and suppress signs of social deprivation in them, which influenced the psychological state of the British during wartime. The author comes to the conclusion that the signs of a change in the content of the image of Germany as an "enemy" can be viewed as its evolution during the military conflict.
