Abstract
Substantiation of the topic. The slogan as a phenomenon of social and political communication is considered in modern science in different aspects. One of the central issues is the question of the functional specifics of units of this type. The analysis of scientific literature shows that there is neither terminological nor substantive unity in the solution of this problem.
 The purpose of this work is to clarify ideas about the functional originality of slogans based on a comprehensive understanding of the existing approaches and analysis of empirical material. The corpus consists of 3300 slogan statements selected from Russian published press and electronic media for the period 2011-2020.
 The methods and techniques of structural-semantic, contextual, and discursive analysis are used in the framework of the study.
 The results of the study demonstrate that the slogan as a special type of text. It is characteristic of a fundamental multifunctionality due to the interaction of three vectors of political communication identified by E.I. Sheigal (orientation – integration – agonality). The construction of a strict functional typology of slogans, focused on drawing clear demarcation lines between groups, seems to contradict the very nature of these linguistic expressions. The functional qualification of individual slogans can be carried out taking into account what is in focus in each particular case and what linguistic markers are used in the utterance.
 The field of application of the results is lecture and practical courses in linguistics, communication theory, impact theory.
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