Політичний дискурс та його дослідження у зарубіжному мовознавстві

The article is devoted to the analysis of emotional language as a key tool of political discourse that determines the nature of speech influence and the formation of public opinion. Emotional language is considered not just as an expressive means, but as an important mechanism for constructing meanings. In today's mediatized politics, emotions are becoming a powerful resource for influencing the electorate: they help politicians build trust, increase engagement, and evoke an emotional response from the audience. The research is based on the provisions of modern political linguistics, pragmatics and discourse analysis, which consider language as a tool of persuasion and manipulation. Using the example of Donald Trump's 2016 speech, it is shown that emotionally colored words and expressions perform the function of not only enhancing expression, but also structuring a political message, setting a framework of interpretation for listeners and forming a stable emotional image of a politician. The evaluation analysis model developed by J. Martin and P. White is used as the main method. Within the framework of this approach, all emotionally colored units of speech are identified, classified into three categories – affect (emotions), judgment (assessment of human behavior) and appreciation (assessment of phenomena and objects), and their quantitative and qualitative analysis is carried out. The scientific novelty of the study lies in the fact that for the first time the model of evaluative analysis by J. Martin and P. White was applied to the study of emotional language in political discourse based on the material of Donald Trump's 2016 speech. This approach made it possible to identify patterns of the use of emotionally colored vocabulary and to determine its role in the formation of moral and ideological assessments. The analysis showed that emotional language performs not only an expressive, but also a strategic function – it is used to construct a political identity, mobilize support, create a positive image of a politician and discredit opponents. Special attention is paid to the category of judgment, especially its subcategory social sanction, reflecting moral judgments and social expectations. The results obtained clarify the ideas about the pragmatic potential of evaluative vocabulary and demonstrate its importance for shaping political influence in modern conditions. The findings of the study can be used in a comparative analysis of emotional language in different cultural and historical contexts.

The present chapter proposes to build bridges between political discourse analysis and corpus linguistics. We intend to bring to light methodological benefits arising from the synergy of (political) discourse analysis and corpus linguistics, pointing to fruitful contribution from French text statistics. Taking the discourses of Nicolas Sarkozy as an example, we show how political discourse analysis can benefit from a reflection on corpora (their constitution, their role in the research process); on linguistic analysis and processing methods (particularly the computer-assisted methods of text statistics); and finally on the interpretative paths at a time of establishment of a numerical hermeneutics.

Metaphor scholars have widely explored metaphor use in political discourse. Nevertheless, the current research does not account for the ‘gradable metaphoricity’ in political discourse analysis. This dissertation fills this gap by addressing this specific issue in two frameworks: (1) viewing political metaphor from a static and gradient perspective (Source-Target mapping; Conventional vs. Novel vs. Dead), and (2) viewing political metaphor from a gradable and dynamic perspective (a matter of salience and awareness of metaphoricity). A systematic literature review in chapter 2 points out that the static and dynamic perspectives differ significantly in underlying assumptions and organizing principles, although both are indistinctly referred to by metaphor scholars as constituting a ‘gradable’ view. The former takes metaphor as a static conceptual unit or lexical unit, but the latter tends to accord a central role of activation of metaphoricity to metaphorical expressions. To launch a theoretical advancement about the dynamic view in political discourse, chapter 3 offers a usage-based model of gradable and dynamic metaphors—the YinYang Dynamics of Metaphoricity (YYDM). In addition, this thesis investigates political metaphors from an interdisciplinary angle, incorporating theory from the field of International Relations. An empirical evaluation of political (discourse) studies in chapter 4 shows the large absence of transdisciplinary perspectives. Addressing the abovementioned gaps, this dissertation reports on two empirical analyses of trade metaphors in a big corpus that represents the official trade positions of the United States and China during the presidencies of Bill Clinton and Jiang Zemin (1993-1997) as well as Donald Trump and Xi Jinping (2017-2021). Based on a codebook of a cross-linguistic metaphor identification procedure in chapter 5, the first empirical part contributes to the static and gradient perspective and includes two corpus-based studies of metaphorical framing about trade (chapters 6-7). The diachronic and cross-linguistic use of source domains from a socio-cognitive approach in chapter 6 reveals that source domains are semantic fields that vary with trade discourse contexts (interests, power, and power relations). Chapter 7 shows that the use of trade metaphors (source domains of Conventional and Novel metaphors) to construct and legitimize political ideologies correlates with differences between political genres. The second part contributes to the gradable and dynamic view by applying the transdisciplinary model of YinYang Dynamics of Metaphoricity in chapters 8-10. In chapter 8, an evaluation of the new model in the Clinton-Jiang trade discourse shows that the dynamic cognitive process (transformation of metaphoricity) and rhetorical process (argumentation and persuasion) mutually develop with the evolution of the socio-political process (trade perspectives and trade events). Chapter 9 investigates the transformation of metaphoricity in the Trump-Xi trade discourse and finds that cognitive processes (patterns of metaphoricity activation) and affective processes (emotions or sentiments) mutually develop with the evolution of socio-political processes (trade perspectives and trade events). Based on the findings in chapters 8-9, chapter 10 further shows several phenomena in the Clinton-Jiang and Trump-Xi trade discourses: the movement of metaphors on the metaphoricity spectrum, the bodily motivation of gradable and dynamic metaphoricity, and the interconnected political discourse systems. Drawing on all the theoretical and empirical insights revealed in the dissertation, the final section of the thesis outlines a future direction, i.e., moving towards a transdisciplinary and dynamic approach to metaphor in political discourse analysis.

Isabela and Norman Fairclough have written a very important book whose full significance is perhaps in danger of being missed if we view it simply, in their own self-depiction, as a text for advanced students. Indeed, in what follows I want to argue that their book is much better seen as the occasion for a debate that we desperately need to be having about how to conduct political discourse analysis rather than as the elucidation of an agreed, almost official, methodology for the conduct of such a form of discourse analysis. At times their book reads like the definitive statement of the only credible approach to the analysis of political discourse as both political and as discourse, derived logically and forensically from a consideration of the specificity of the political itself. While I have considerable sympathy for the attempt to reflect and preserve the specificity of the political in an avowedly political discourse analysis, I have rather more problem, as will become clear in what follows, in the methodological absolutism that leads the Faircloughs to present their approach as, in effect, the only way to do political discourse analysis properly. At this stage in its development political discourse analysis needs a proliferation, not a narrowing, of methods and acknowledgement that there is more than one way to analyse political discourse politically. I will argue for a certain methodological pluralism in political discourse analysis, pointing to problems both with the approach to political discourse analysis that the Faircloughs espouse and with their attempt to foreground such an approach in an essentially Aristotelian account of the specificity of the political.

The war unleashed by Russia in 2022 is widely presented in online versions of English-language newspapers; Ukraine is constantly in the epicentre of the world news. This study highlights political and ideological contexts of the war in Ukraine, the sociopolitical and cognitive aspects of news according to an interdisciplinary approach considering the language as a social practice. The article highlights the polarization in the presentation of the events and the main actors entitled in the discursive strategies, representing the dichotomy In- versus Out-group. The study is aimed at the investigation of the ideological structures and their manifesting linguistic devices in political discourse based on Critical Discourse Analysis (CDA) of discursive strategies for constructing the images of Ukraine and Russia in the British and American press. The integrated Critical Discourse Analysis was applied to the research of the news to study the media discourse and the language, where CDA focuses on social practice, social power and ideology. Political Discourse Analysis (PDA) is used to research the ideology of war images presented in the language of news reports. The relevance of this study determined by the aim is to show the main discursive strategies of polaeization in political media discourse. The research methods of the article combine three vectors of the analysis by Fairclough with explanatory tools (by van Dijk), and the elements of stylistic analysis and Critical Metaphor Analysis. The illustrative material was collected by information search and continuous sample from the open access newspapers and magazines issued in the US and Great Britain (The Daily Mail, The Financial Times, The Guardian, The Times, The Wall Street Journal, The Washington Post and others). Conclusion. This research argues that polarisation is being demonstrated in the media discourse on the war in Ukraine in 2022. The taxonomy of the identified discursive strategies of polarization deployed in the media political discourse includes labelling, evidentiality, number game, hyperbolism, victimization, personalization and analogy, that can either be used singly or intervened. The discursive strategy of evidentiality is applied to authorities, officials, witnesses that are accepted as trustworthy sources of data; the number game strategy combined with victimization are verbalized by metaphoric simile, metonymy, enumerating and magnifying the numbers with the modifying adverbs; the strategy of hyperbole conveys the positive impression of the in-group and negative acts magnification of the out-group verbalized by metaphor, metonymy, metaphtonymy; the personalization strategy is deployed with the purpose of foregrounding the positive actions of the in-group that implies negative out-group actions; the strategy of analogy is applied in the comparison of the war in Ukraine and the struggle of the Ukrainians for their independence with other historical events. Linguistic means used to realize the discursive strategies of polarization include the conceptual metaphor, metonymy, simile, idioms, metaphtonymy, intertextual allusion and personification.

The research aims to determine the pragmatic potential of basic metaphorical models in shaping the image of leading foreign government representatives in British political media discourse using artificial intelligence tools. The article examines the mechanisms of metaphorical modeling used in the creation of political texts, the primary goal of which is to exert manipulative influence on public consciousness. Special attention is paid to assessing the validity of language models as a tool for applied analysis in political discourse research. The scientific novelty of this research lies in the development of a hybrid approach (human-artificial intelligence) to political discourse analysis. Using neural networks, a complex of metaphorical models for the targeted construction of the image of political figures in the British press was identified, and their pragmatic effect was established. Based on the analysis results, data were obtained regarding the capabilities and limitations of neural network models (ChatGPT and DeepSeek) when performing cognitive-discursive analysis tasks, and the role of applying artificial intelligence in researching the cognitive mechanisms of political discourse formation was clarified. As a result of the study, the repertoire of metaphorical models aimed at creating positive and negative images of political figures was examined. Through these metaphorical models, ideological influence is exerted, which involves constructing a specific political worldview and shaping readers’ emotional response to the politicians’ activities. Analysis of the neural network interpretations confirmed their potential as an applied tool for political discourse analysis, while emphasizing the need for critical interpretation of the results by the researcher.

The study examined the influence of radio in shaping public perception of Lagos State's Mega City Project. The study population was drawn from the residents of Ikeja and Surulere Local Government Areas of the State. Lagos State is the most populated city in Nigeria, estimated at about 21 million people. In order to be amongst the countries of the world which are termed as mega cities, Lagos commenced her own mega city project in 1999. The Project is ongoing. The study aimed to: ascertain the level of exposure to the radio medium by residents of Ikeja and Surulere Local Government Areas; determine the frequency of exposure of the residents to reports on the Lagos Mega City Project; and ascertain the views of the residents concerning the Project. Theoretical leanings of the study centred on two theories of the mass media - Agenda Setting and Developmental Media. The research method adopted was survey, through the instrumentality of questionnaire. Purposive sampling was used to sample 100 respondents from the local government areas, which had a return rate of 99%. The data gathered and analysed showed that majority of the respondents listen to radio (76.8%) while the others (23.2%) responded otherwise. Also, a higher percentage of respondents listen to radio occasionally (32.6%) compared to other respondents. In terms of awareness of the Lagos Mega City Project, 73.7% of respondents affirmed to be aware while 25.3% were unaware. Radio was the medium through which the respondents received information concerning the Project (32.9%). Majority of the respondents (67.1%) perceived the Project as a welcome development, 8.2% do not like the Project, and 19.2% were indifferent towards it. In terms of understanding the Project, 70.3% of the respondents said they did, but 16.2% did not, while 13.5% were indifferent. Findings revealed that radio is a veritable medium of communication and that the audience is aware of the mega city project and have a good understanding of the Project by the government. The paper recommended that the government should intensify awareness using various means of communication at the grassroots, give priority to feedbacks from citizens on how the Project affects them, and to partner with foreign investors to achieve the mega city dream. Keywords: Lagos, mega city, development, urban

The subject of the study is the language and rhetoric used in political discourse, as well as their connection to gender stereotypes. In this article, the author focuses on aspects such as gender roles, gender norms, and their expression in political discourse, as well as the inclusive speech practices of leading politicians in different countries. The object of the study is gender stereotypes manifested in political language and their influence on the formation of public opinion and social norms. Gender stereotypes are shaped through cultural, social, and historical contexts and find expression in the communication techniques used by both politicians and journalists during public debates, elections, and political analysis. Furthermore, the article examines how specific words and phrases conveyed in political discourse shape public opinion about gender roles. One of the main methods used is discourse analysis. This approach allows for the exploration of how language is used in various political contexts to shape and sustain gender stereotypes. The content analysis method serves for the systematic study of textual content and its quantitative assessment. The comparative analysis method shows how different sources or groups use language. The study of the verbalization of gender stereotypes in political discourse is relevant as it requires the use of diverse methods that ensure a comprehensive analysis of language, context, and structures of influence. The scientific novelty of the research lies in its comprehensive approach to texts of various categories, including political debates, electoral programs, interviews, and media, aimed at identifying patterns of linguistic address to men and women in politics. The study of the verbalization of gender stereotypes in political discourse allows us to understand how language not only reflects reality but also actively creates and reinforces gender roles, influencing how society perceives politicians and politics as a whole. A critical approach to analyzing these phenomena can help uncover the inequalities existing in society and propose ways to overcome them, contributing to a more equal and fair representation of women and men in politics.

PurposeThe purpose of this paper is to highlight the various means of communication available to franchisors in attracting prospective franchisees more effectively than their competitors. In addition, it explores the potential use of Web 2.0 resources by franchisors.Design/methodology/approachThe simultaneous use of various means of communication by franchisors is examined through a case study. The authors have chosen one of the largest franchised chains in the world, which is in the process of expanding its chain of restaurants in many countries, with France being heavily targeted: Subway.FindingsThis case study reveals the complementarities of push communication, pull communication, and communication relayed by influencers, along with the development of new means of communication through the use of Web 2.0 tools (Facebook, LinkedIn, YouTube, etc.).Research limitations/implicationsThis paper contributes to the stream of franchising and hospitality management literature. The limitations encountered stem mainly from the case study methodology.Practical implicationsThe implications of this research for franchisors relate primarily to the means of communication used in order to appear more attractive in the eyes of potential franchisees. This paper also provides prospective franchisees with a list of sources available to collect useful information in selecting the best‐suited franchised chain to join.Originality/valueFew papers have assessed the way new franchisees are attracted from a franchisor's perspective. The study of franchisor communication strategy and franchisor use of Web 2.0 resources to bring in new franchisees is indeed original, in comparison with the existing literature.

The article focuses on the analysis of political discourse, which penetrates the modern society. Political discourse is made up by politicians. Under the framework of cognitive and communicative paradigm political discourse is a complex communicative phenomenon which is directly or indirectly aimed at distributing, exercising the political power and winning the majority of votes during election campaigns. The article yields the results of the analysis of communicative strategies in the political discourse of US President-elect Joe Biden during the presidential race and in his inaugural address. The focus is on the notion of persuasion, persuasive communicative strategies and tactics in political discourse. Persuasion, as a linguistic and cognitive process, is addressed to make a communicative impact on the addressee with the aim to convince him/her to support certain ideas. Persuasion is an illocutionary characteristic of persuasive communicative strategies. The research concludes that a persuasive impact on the audience is made by the tactics of contrast, generalization, reference to authority, and also myth-making. The tactic of contrast is based on semantic polarization. With the help of the generalization tactic the appeal to collective addressee as well as society solidarization are realized. The tactic of reference to authority is represented, on the one hand, by the appeal to religious context, on the other hand, by the appeal to famous historical figures. Historical background is also the basis for myth-making. The main pragmatic aim of the political discourse of US President is a call for unity and respect of democratic values.

The article is devoted to the specifics of the use of linguistic influence techniques by the American mass media involved in the bipartisan political discourse. The article provides an overview of research related to the confrontation in political discourse, as well as the direct involvement of the media in political processes. The conclusion is made about the bias of many modern media and their use of manipulative techniques to influence the audience. A brief historical summary is given of the two main opposition parties in the United States, the history of their emergence and the ongoing confrontation since then. The news releases of the pro-Republican Fox News channel (hosted by Jesse Watters) and the prodemocratic MSNBC (hosted by Jen Psaki) devoted to the re-election of Donald Trump were selected as the material for the analysis. The study uses the classification of communicative strategies in political discourse by O.L. Mikhaleva, as well as the «classic» American list of manipulative influence techniques. The article makes use of general scientific methods, descriptive method, method of discursive analysis, contextual analysis, interpretive method, methods of comparative analysis. The author comes to the conclusion that none of the presenters adhered to the standard of impartial news broadcasting, on the contrary, both actively used communication strategies in order to influence the public. The article describes the similarities and differences in the choice of manipulative tactics and techniques by opposition commentators, most of which are aimed at denigrating the opponent. The same political event is given a diametrically opposed assessment by media representatives, which makes it difficult for the voter to make a choice. The analysis of political confrontation discourse in American entertainment television shows seems promising in terms of further research of this topic.

The article is devoted to the specifics of the use of linguistic influence techniques by the American mass media involved in the bipartisan political discourse. The article provides an overview of research related to the confrontation in political discourse, as well as the direct involvement of the media in political processes. The conclusion is made about the bias of many modern media and their use of manipulative techniques to influence the audience. A brief historical summary is given of the two main opposition parties in the United States, the history of their emergence and the ongoing confrontation since then. The news releases of the pro-Republican Fox News channel (hosted by Jesse Watters) and the prodemocratic MSNBC (hosted by Jen Psaki) devoted to the re-election of Donald Trump were selected as the material for the analysis. The study uses the classification of communicative strategies in political discourse by O.L. Mikhaleva, as well as the «classic» American list of manipulative influence techniques. The article makes use of general scientific methods, descriptive method, method of discursive analysis, contextual analysis, interpretive method, methods of comparative analysis. The author comes to the conclusion that none of the presenters adhered to the standard of impartial news broadcasting, on the contrary, both actively used communication strategies in order to influence the public. The article describes the similarities and differences in the choice of manipulative tactics and techniques by opposition commentators, most of which are aimed at denigrating the opponent. The same political event is given a diametrically opposed assessment by media representatives, which makes it difficult for the voter to make a choice. The analysis of political confrontation discourse in American entertainment television shows seems promising in terms of further research of this topic.

Drawing on recent Political Discourse Analysis (PDA) approaches that map text over relevant context as supported by Van Dijk (2006), in this research, it was tried to follow this research route. The main intention was to look at political discourse via the lenses of PDA to see whether ideologies and power relations of interlocutors in the target setting of this study could have possibly been aligned with linguistic elements-here rhetorical devices and to see to what extent such text-context mapping is recognized as relevant to language tools within the selected datasets. Accordingly, the researcher tried to follow a sample of political talk- live 2008 US presidential debates- among two Republic vs. Democratic campaigns. To do so, some political strategies for argumentation including Van Dijk’s model representing 'Authority', 'Topos or burden', 'Future Representations’, ‘Comparison', 'Consensus', 'Counterfactuals', 'populism’, 'generalizations', and 'number Games' were mapped over some linguistic rhetorical devices such as ‘metaphor’, ‘hyperbole’, ‘irony’, ‘euphemism’, etc. The common discoursal moves in Obama’s vs. McCain's speech statements were compared and contrasted among similar strategies to find any emergent rhetorical devices. Findings indicated that 1) the political candidates had made use of rhetorical and political moves in tandem within the same propositional units, 2) some employed discourse devices were paralleled with the majority of political strategies like repetition and metaphor, and 3) some political strategies had been used to excess like 'comparison’, 'populism' and 'future representation’ respectively.

The article examines issues of political manipulation from the linguistic point of view. Diversified review of studies of the phenomenon of political manipulation was accomplished and the role of means of language in the process of manipulation was described. It is postulated that manipulation inherently belongs to the people`s speech and in particular to the speech of the politicians. In this respect, it is deemed to be wrong to study manipulation in an exclusively negative light. The focus of the research is the effect of the manipulatory impact and this interest is predetermined by the emphasis on the linguo-pragmatic aspects of communication. Political discourse is characterized by manipulative features in order to conduct a propaganda conflict, which is achieved using various linguistic units and methods, such as nominalization, euphemisms, precedent phenomena. The political discourse of the media has a huge impact on the formation of public opinion, which is done with the help of the above tools of speech manipulation. The article examines the features of manipulative technologies of political discourse. The severity of the problem of the manipulative potential of speech is determined by direct communication between the institutionalized addressee and the mass addressee, which takes place in the political discourse of the media. A brief analysis of the types of manipulation depending on the nature of information transformations is given, which determines the presence of specific features of the language of politics, as well as the use of special tools that contribute to the implementation of the main functions of political discourse. According to the author, the media are forming a new political reality in which manipulation technologies become a key instrument of political behaviour of the masses.

The study is devoted to a comprehensive analysis of the functional characteristics of linguistic and stylistic means of emotional influence that function in the modern political discourse of the information space, forming political narratives to achieve emotional influence on the audience. The relevance of the study is accompanied by modern communication theory, which allows for a deep analysis of the influence of the media on human consciousness and the characteristics of the functional features of linguistic and stylistic means of emotional influence in political discourse. The purpose of the study is to analyze the functional characteristics of linguistic and stylistic means used for emotional influence in political discourse and to determine their role in the formation of public opinion and political behavior. The task of the study is to describe the functional features of the identified linguistic and stylistic means and to determine the contextual factors that determine the effectiveness of the use of various linguistic and stylistic means of emotional influence in political discourse. The study used the following research methods: analysis of scientific literature, content analysis, discourse analysis, and comparative analysis. The globalization of society in the 21st century and the increasing complexity of communication ties have made the issue of the influence of media on humans relevant. In the context of socio-economic and political shifts that break many familiar life stereotypes, the effect of the impact of the mass media on the audience is undesirable. The study contains a comprehensive and systematic approach to the functional characteristics of linguistic and stylistic means of emotional influence in political discourse, since in the context of the growing role of information technologies and media in political life and understanding the mechanisms of emotional influence allows us to critically evaluate political narratives, identify manipulative strategies and promote the development of media literacy in society. The analysis of these means in the context of modern political processes in Ukraine and the world is especially important.