Abstract
The paper is devoted to the fundamental issue of speech behaviour of politicians in the context of digitization of the Russian public space. The study is aimed at identifying generalized signs of a politician’s effective and destructive speech behaviour, as well as developing practical recommendations for efficient speech behaviour strategies and mitigation of communication failures risks. The paper studies communication failures of politicians that caused a significant public reaction, as well as analyses the examples of politicians’ efficient speech behaviour resulting in approval online. The study identifies areas of communication with the greatest conflict-generating potential for politicians. It also analyses the tactics discrediting a politician’s speech intentions during professional communication, as well as the statement construction forms that entail a high risk of communication failure. The analysis results were presented in a form of a generalized profile of efficient speech behaviour online, including marketing image management techniques.
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