IMPLEMENTATION OF THE PROMOTION STRATEGY AND ITS BASIC TACTICS IN THE PROCESS OF H. CLINTON AND D. TRUMP ELECTION DEBATES

Abstract

Objective. The objective of the present article is an analysis of illustrative materials of the leading debates of candidates for the post of the President of the United States of America H. Clinton and D. Trump for the purpose of tactful implementation of the strategy for promotion as one of the most effective and most actual benefits of the manipulative discourse field. Methods. The main scientific results are obtained applying a set of general and special research methods, namely: analysis of video and audio materials of election debates, comparison, synthesis, systematization and generalization of scientific literature. Results. In political communication, any strategy is aimed at restructuring the political views of the addressee, at changing his attitude to certain facts, people and events. Political discourse does not have exclusively unique language strategies, but it demonstrates selectivity in the choice of linguistic means depending on their effectiveness in the conditions of a particular communicative situation. In an election campaign, the goal of any candidate is to gain the support of voters. For this, either the strategy of praising “their” candidate or the strategy of discrediting other candidates and parties and views in the eyes of voters is used. Texts of pre-election speeches of US presidential candidates Hillary Clinton and Donald Trump are chosen as illustrative material for the study of strategies of manipulative influence. In our research, we use the classification of strategies and tactics of manipulative influence, which is proposed by O. Mykhaliova, because this classification most fully describes the entire range of language and speech manipulation tools applied by politicians. It is outlined that both candidates for the position of the President of the United States use strategies for promotion, which are implemented with the help of appropriate tactics. The promotion strategy is represented by such tactics as analysis-“plus”, presentation, self-presentation, demonstration of professional success, promises and self-praise.