SPECIFICITY OF THE THEATRICAL STRATEGY AS A LEADING STRATEGY OF MANIPULATIVE INFLUENCE IN THE PROCESS OF THE PRE-ELECTION DEBATES OF D. TRUMP AND H. CLINTON

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Objective. The objective of the present article is to analyze the materials of the pre-election debates of H. Clinton and D. Trump in order to justify the use and analysis of the strategy of theatricality as one of the most influential in the process of political debates. Methods. The main scientific results are obtained using 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. The ability to use communicative strategies, in particular, the ability to competently include in one's speech tactics and strategies not only for lowering and raising, but also theatricality, is a very important quality for a politician, especially for a person who is applying for the position of president of the state. Knowledge of a large number of communicative tactics, their combination, appropriate use is an indicator of a politician's competence, his ability to manage the opponent and the audience. Thus, the text of pre-election speeches of candidates for the post of president of the USA (Hillary Clinton and Donald Trump) was chosen as an illustrative material for the study of strategies of manipulative influence. In our research, we rely on the classification of strategies and tactics of manipulative influence, which was proposed by the researcher O. Mikhaliova, because this classification allows for a comprehensive consideration of the main strategies used in political discourse and, as a result, for the maximum achievement of their goals. In particular, the researcher singles out the strategy for lowering, the strategy for raising, the strategy of theatricality. In our research, we examined and analyzed in detail the use of the theatricality strategy by American politicians, and also carried out a quantitative and comparative analysis of the use of the strategies we previously studied. It was established that the strategy of theatricality, which is implemented with the help of appropriate tactics, is the most used in the process of pre-election debates. The strategy of theatrics combines the tactics of incitement, differentiation of “own-other” and promises. Quantitative indicators of the use of downward, upward and theatrical strategies, which were the object of our research earlier, are outlined. It was determined that the strategy of decline and the strategy of theatrics were the most active in the process of their use by political figures during pre- election debates.