Від „політичного гасла” до „політичного слогану”: лінгвістична інтерпретація понять

Abstract

The article is devoted to problem questions related to the young interdisciplinary field which received the status of political linguistics. The author describes the main directions of exploration and achievement of the scientific field and demonstrates a variety of approaches to the study of the phenomenon, at the same time manifesting the lack of its full scientific reflection in the linguistic area, as well as the instability of the terminological apparatus. The author emphasizes the classification features of genres of political text and problem moments of these genres naming. The discussion is opened around definition, qualification, classification etc. of the genre called mostly a slogan. The research generalizes the foreign and Ukrainian scholars’ work on the basis of the definition of such concepts as „haslo” („watchword”), „exhortation”, „motto”, „slogan” and, accordingly, „political haslo” („political watchword”), „political exhortation”, „political motto”, „political slogan”. The author proves that the term „political haslo” belongs to the original concepts of Ukrainian political linguistics. Examples of this small genre are differentiated on the basis of: 1) political haslo; 2) political haslo-exhortation; 3) political haslo-motto. The concept of „political slogan” is considered as a tribute to trend, as a result of globalization processes and close ties of commercial / political advertising. Any „political slogan” can be called a political haslo, but not every political haslo receives the status of slogan, because not every political slogan, as it was, contains unique advertising political proposal and does not always equally reflect the content of a political campaign, political brand, political „product” or „service”.