The strategy of demagoguery in Donald Trump’s thankful speech

Abstract

The article is focused on identifying local and speech strategies (tactics) that are subjected to the global strategy of demagoguery in American political discourse. The article concerns analysis of the definitions and synonyms of the term demagoguery. Such analysis confirmed the appropriateness of considering demagoguery as a specific strategy of political discourse. The results of the research ascertain that the term demagoguery is perceived differently in Ukrainian and English linguistic cultures. Ukrainians perceive demagoguery as a tool for deceiving and manipulation, while Englishmen think of it as of a method of leading a political game and broadening the voter base. The recipients of demagoguery in Ukrainian linguistic culture are uneducated groups of people, while in English linguistic culture the recipient is the people as a whole. Demagoguery as a specific strategy of political discourse is mainly used to influence the electorate through appealing to the feelings, instincts, and prejudices and through forming required political views and preferences. The analysis of the American sociologists’ works enabled us to identify the main features of demagoguery. They are the following: the focus on broadening the audience, using propaganda for manipulating the masses and entertaining character. Analysis of empirical evidence, Donald Trump's thankful speech, which was given at the Republican national convention in 2016, allows us to single out local strategies of demagoguery. The local strategies of demagoguery, which are typical for American political discourse, are the following: populism, manipulation, subjectivation, fascination, and information simplification. Moreover, the article identifies and describes speech tactics that are typical for each local strategy. Among them, there are tactics of empty promises, lies, accusing, ridicule, using slogans, vulgarization, intimidation, and a tactic of finding a scapegoat. The research also concerns analysis of the linguistic means used for the realization of every local strategy and speech tactic. The most frequently used linguistic means are usage of expressive language with positive and negative meaning, repetition, anthroponomy, and subjectivation.