DOWNWARD AND UPWARD IMAGE STRATEGIES IN AMERICAN POLITICAL DISCOURSE
Keywords:
political discourse, the strategy of speech manipulation, downward strategy, upward strategy, tacticsAbstract
The article discusses two strategies of speech manipulation used during 2024 election campaign in the USA and in D. Trump’s inaugural address: a downward image strategy and an upward image strategy, identifies the most frequent tactics with the help of which these strategies are implemented, and concludes that downward image strategy is aimed at demonstrating the negative features of the opponents in order to reduce the level of trust to them. The upward strategy focusses on creating a positive image of the politician. Both strategies are aimed at evoking an emotional response in the recipients and forming an opinion that is beneficial to the manipulator.References
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