Основные языковые средства и речевые приемы манипулятивного воздействия в современных российских СМИ

Basic Linguistic Means and Speech Techniques of Manipulative Influence in Modern Russian Media

The article examines a set of basic techniques and methods of speech influence on a person in modern society, analyzes some problems of such influence, management and manipulation of human consciousness and behavior, special attention is paid to the linguistic aspect, and an attempt is made to systematize the central means of influencing speech in the language of modern Russian media. Currently, the media uses a variety of linguistic techniques and methods of influence, due to which the manipulator manages to achieve the necessary effect in the minds of the masses. The article describes in detail some lexical and semantic methods of aggressive manipulation of public consciousness in the language of Russian media: “Synonymy, lexical-semantic variants”, “The magic of words”, “Playing with the polysemy of words”, “Euphemisms and dysphemisms”, “Intensification and generalization of assessment”, “Reliance on the authority of science”; “Inter-frame transition of the word”), which help to express the author’s position, interpret and evaluate the event presented, and emotionally influence the addressee. The article analyzes the following techniques for using the presentation of implicit information and linguistic demagoguery: “The use of speech implicatures”; “Unlawful convergence or opposition of heterogeneous facts”; “Provocative indirect questions”; “Violation of verbal presuppositions”; “Violation of the rules of successful communication”; “Text overload with negative information.” The authors deliberately present information in such a way that the addressee experiences mental stress, trying to understand the meaning of the text, although the information is subjective and evaluative. The recent spread of linguistic demagoguery in modern media reflects the tendency to “intellectualize or complicate the meaning of the text.”. In the language of modern media, there is such a phenomenon as text overload with negative information. The “negative” effect is created not only due to the large amount of negative information in the texts, but also due to the presence of so-called “aggressive” vocabulary. As observations have shown, all of the listed linguistic means, structures and forms are effective in influencing a person on a person and a society on a person.