МОВНІ ЗАСОБИ МАНІПУЛЯТИВНОГО ВПЛИВУ В ДИСКУРСІ СОЦІАЛЬНИХ МЕРЕЖ

Abstract

The article is intended to define the psychological aspect of linguistic methods of manipulation in social networks, as well as strategies and tactics on Instagram, Twitter, Facebook were revealed. The authors of the article argue that the result of a new kind of mass media discourse – social networks – is the transformation of virtual communities into indirect tools to influence the mass consciousness of users. The study actualizes the psycholinguistic essence of the phenomenon of manipulation, which consists in the invisible influence on the cognitive, emotional and behavioral spheres of the addressee's life, as well as creating the necessary illusion pre-coded by the addressee for the target audience. The word becomes a means of influence in the hands of the manipulator when he resorts to the use of language manipulative techniques and strategies. Based on the analysis of theoretical sources on modern Ukrainian-language social networks, the following language strategies and tactics were identified: NLP (neurolinguistic programming), references to authority, technique of "reading thoughts", "modeling the personality of the addressee", "game of common people", repetition tactics and injection of emotions and others. Manipulations of recipients' consciousness are most effectively used in those network communities where communication is based on trust, sympathy, compassion and understanding, as a result of which the level of criticality is reduced in the perception of information. It can be argued that manipulative tactics and strategies are speculations on the degree of plausibility of the message and are aimed at presenting a plausible inference as an obvious conclusion. The practical significance of the study is to further develop mechanisms for studying the linguistic and conceptual picture of the world of modern Ukrainians through the prism of the use of social networks Instagram, Twitter, Facebook. The authors of the article define manipulative orientation as a means of transforming ideas in the spheres of public life, in particular politics, journalism, PR companies, etc.