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The political discourse influences the audience not only with the help of linguistic and
stylistic means, but also with psychological ones. Various researchers point out these methods
within the context of different theories. H. Khazagerov states that psychological influence methods
should be pointed out within the structural division of a speech into the logos (deduction, induction,
definition), the pathos (threat, promise) and the ethos (approval, denial). O. Bahrii defines methods
of psychological influence on the recipient‘s consciousness within the suggestive context:
identification and personality, simulated dialogue, using archetypes and providing positive and
negative examples. M. Sirivlja thinks that psychological means of the political discourse should be
analyzed on the basis of A. Maslow‘s hierarchy of needs. In accordance with it, speakers try to
influence people‘s physiological needs, safety needs, belongingness and love needs, esteem needs as
well as self-actualization needs. In addition, the role of jokes as a means of influence in political
discourse should not be underestimated. Humor is a means of creating favourable psychological
atmosphere, easing tension, humiliating an opponent, demonstration of superiority over other
people and phenomena, drawing and keeping the attention of the addressees. Still, it should be taken
into consideration that the analysis of the political discourse from the perspective of only one theory
cannot be complete. Thus, taking into consideration all the theories, means of psychological
influence should be defined. This will be the subject of our further research |
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