Manipulative Technologies in V. Zelenskyy's Inaugural Address

S. Zharko, P. Shtepa

Abstract


Research purpose – to analyze V. Zelensky’s inaugural address to identify technologies of hidden influence on mass consciousness.

Research methodology. In the article, we applied methods of linguistic analysis of the text, synthesis and also descriptive and structural-semiotic ones.

Results. Inaugural addresses are an integral part of political activities of state leaders. Such texts aim to the image building of a new manager and stand out by methods of a potential influence on mass consciousness. In the research, the essence and specificities of an inaugural address as a separate genre of political speech are described. It has been discovered that the technologies of manipulation involved in the inaugural address of the President of Ukraine V. Zelensky are based on the actualization of archetypes, the use of automatisms, mechanisms of social control, the appeal to the values and emotions of the audience. We have proved the complex nature of the mechanisms of the latent influence. Among those mechanisms, image building of the head of state has been a key one. There is a characteristic of revealed techniques: use of with contrast, «transferring a positive image», «anchoring technique», truisms, «just like the rest of us», etc.

Novelty. The presented classifications of manipulative technologies are analyzed and the complex analysis of the techniques of the latent influence used in V. Zelensky’s inaugural address is filed. These latter are specific psychological techniques embodied in the text through the linguistic means.

Practical implications. The results of our research illustrate an indicative application scheme for manipulative technologies, that can be adopted as a basis of new political speeches. The article indicates the potential of linguistic expressive means combined successfully with psychological and other methods of influence and can become an example of a rational approach to political communication for understanding the meaning of a particular text.

Key words: political communication, inaugural address, manipulation, classification, technology.


References


Derenchuk, N. (2016). Osoblyvosti formuvannia manipuliatyvnoi stratehii v ukrainskomu politychnomu dyskursi [Peculiarities of manipulative strategy formation in Ukrainian political discourse]. Retrieved from https://dspu.edu.ua/filol_gum/wp-content/uploads/2016/04/2016-40.pdf [in Ukrainian].

Djachenko, O. V. (2018). Zastosuvannia zasobiv movno-manipuliatyvnoi politychnoi diialnosti v suchasnykh politychnykh protsesakh [Application of means of language-manipulative political activity in modern political processes]. (Candidate’s thesis). Odesa: South Ukrainian National Pedagogical University named after K. D. Ushynsky. Retrieved from https://pdpu.edu.ua/ doc/vr/2019/diachenko/dis.pdf [in Ukrainian].

Volodymyr Zelensky’s inaugural address [Inauguration promo of the President of Ukraine Volodymyr Zelensky]. (2019). Retrieved from https://www.president.gov.ua/news/inavguracijna-promova-prezidenta-ukrayini-volodimira-zelensk-55489 [in Ukrainian].

Kosteljnjuk, M. M. (2018). Manipuliatsiini tekhnolohii v politychnykh protsesakh: terminolohichnyi instrumentarii [Manipulation technologies in political processes: terminological tools]. Retrieved from http://nbuv.gov.ua/UJRN/Grani_2018_21_5_17 [in Ukrainian].

Lighachova, N. L., Chernenko, S. M., Ivanov, V. F., & Dacjuk, S. A. (2003). Telebachennia spetsoperatsii. Manipuliatyvni tekhnolohii v informatsiino-analitychnykh prohra-makh ukrainskoho telebachennia: monitorynh, metody vyznachennia ta zasoby protydii. Rekome-ndatsii shchodo pryntsypiv vidkrytoi redaktsiinoi polityky telekanaliv [Television of special operations. Manipulative technologies in the information-analytical programs of Ukrainian television: monitoring, methods of determining and controlling the countering. Recommendations concerning principles of editorial policy of TV channels]. Kyiv: Telekrytyka [in Ukrainian].

Matushevsjka, N. V. (2016). Movna manipuliatsiia yak riznovyd manipuliatyvnoho vplyvu [Language manipulation as a kind of manipulative influence]. Retrieved from http://eprints.zu.edu.ua/20415/1/%D0%9C%D0%B0%D1%82%D1%83%D1%88%D0%B5%D0%B2%D1%81%D1%8C%D0%BA%D0%B0.pdf [in Ukrainian].

Romanjuk, S. (2015). Linhvo-stylistychni osoblyvosti inavhuratsiinoi promovy (na prykladi vystupu Prezydenta Ukrainy P. Poroshenka) [Linguistic and stylistic characteristics of the inaugural address (illustrated with an example of President Petro Poroshenko’s inaugural speech)]. Retrieved from https://www.researchgate.net/publication/339941883_Lingvo-stilisticni_osoblivosti_ inavguracijnoi_promovi_na_prikladi_vistupu_Prezidenta_Ukraini_P_Porosenka_Linguistic_and_stylistic_characteristics_of_the_inaugural_address_illustrated_with_an_example_o [in Ukrainian].

Sulay, V. V., & Нudoshnyk, О. V. (2018). Movni stratehii politychnoi rytoryky na prykladi inavhu-ratsiinykh promov prezydentiv [Language Strategies of Political Rhetoric on the Example of the Inauguration Speeches of the Presidents]. Retrieved from https://www.dnu.dp.ua/ docs/zbirniki/fszmk/program_5b0548972cb77.pdf [in Ukrainian].

Chubatenko, O. M. (2020). Manipuliatyvni tekhnolohii u vyborchykh protsesakh Ukrainy [Manipulative technologies in the election processes of Ukraine]. 2020. Retrieved from http://politicus.od.ua/4_2020/11.pdf [in Ukrainian].

Charteris-Black, J. (2005). Politicians and Rhetoric: The Persuasive Power of Metaphor. Houndmills; Basingstoke; Hampshire; New York: Palgrave Macmillan [in English].

Lăpădat, L., & Lăpădat, M.-M. (2020). Interpreting Manipulation in the Process of Political Communication. Retrieved from http://cis01.central.ucv.ro/revistadestiintepolitice/files/ numarul68_2020/12.pdf [in English].




DOI: http://dx.doi.org/10.32840/cpu2219-8741/2022.2(50).12

Refbacks

  • There are currently no refbacks.


Since 2013, all electronic versions of the journal are stored in the National Library of Ukraine named after VI Vernadsky of the National Academy of Sciences of Ukraine and presented on the portal in the information resource "Scientific Periodicals of Ukraine".

Indexing of the journal in scientometric databases:

The publication is indexed by Citefactor: 2019/2020: 4,54.

The journal is indexed by Google Scholar.

In 2020, the journal was included in the Index Copernicus.

The journal is indexed by Innospace Scientific Journal Impact Factor (SJIF): 2016: 5,899, 2017: 6,435, 2018: 7,037, 2019: 7,431

From 2020, the collection is indexed by ResearchBib.

Journal included in the PKP Index.