The article presents a new interdisciplinary problematic area in the field of the Humanities, namely the area of manipulative influence in media discourse. The emphasis is on the need to create integrated knowledge in that problematic area. It presents a dynamic multilevel cognitive megamodel of manipulation, which is presented at three levels of cognitive dynamics. Data from psychology, neuroscience, artificial intelligence, and nudge theory are involved. The multilevel megamodel is based on a universal cognitive operation of conceptual mapping between different domains of knowledge and the frames structuring them involved in the manipulation process. We raise the question of the nature of cognitive information treatment in the process. We conclude that it is necessary to analyze the interaction between the type of conceptual mapping and the type of cognitive failures that arise as a result of manipulation. Particular attention is paid to the issue of involving artificial intelligence in the manipulation process, in particular large language models (LLM) – GPT-4. It is also proposed to study the role of artificial intelligence both as a manipulator and as an identifier of manipulation in media discourse.
The article deals with issues of transforming the structure of proverbs, which leads to changes in the semantics and pragmatics of proverbial expressions, altering their meaning and evaluation of situations in a way that exerts a manipulative influence on newspaper readers. The analysis of the meaning of transformed proverbs in context is conducted using J. Habermas’s theory of communicative action, which distinguishes between two types of communicative action: one oriented towards mutual understanding and subsequent joint activity (proper communicative action), and the other aimed at achieving individual goals without considering the listener’s interests (strategic or instrumental action). The transformation of proverbs often leads to changes in their semantics and pragmatics, allowing media authors to adjust the interpretation of situations in their favor, affecting readers’ perceptions. The study focuses on an analysis of English newspapers, where transformed proverbs are used to manipulate audience opinion. A cognitive-discursive model was employed to analyze the data, enabling the identification of specific manipulative uses of proverbs. The findings show that transformed proverbs can change the evaluation of events, highlight specific aspects of situations, and provoke the desired emotional response in the audience.
The paper deals with the topical issue of the ethics of manipulative influence in the media sphere. The study covers the challenges facing modern media, demonstrating the prospects of ethical regulation in order to maintain information security of society. The need to develop and promote ethical standards in the media space, as well as to increase media literacy among consumers of media resources is becoming a fundamental task. The author describes examples of ethical violations when information consumers are inevitably manipulated by the media. The article considers the impact of media messages on audiences, analyses their content and perception, and offers recommendations for improving ethical standards in media discourse. The study contributes to the understanding of how manipulative media discourse shapes public opinion and emphasizes the importance of ethical standards for quality information interaction between the media and the audience. The author concludes by emphasizing the importance of social responsibility of the media in shaping public opinion. At the same time, the author identifies not only the current issues of media communication but also suggests ways to solve them in order to create a safe information climate conducive to the sustainable development of society in the face of modern challenges.
The article deals with the analysis of precedent names (hereinafter referred to as PNs), with the help of which the discursive manipulation strategy is implemented in modern media discourse. Since one of the main functions of media discourse is considered to be the influencing function (the function of influencing the audience), we consider it necessary to note that its implementation is facilitated by the strategy of manipulation. A manipulative strategy aimed at controlling mass consciousness, influencing a person’s emotional state, his worldview and behavior, involves the use of a variety of tactics, including dramatization, and techniques: victimization, demonization, heroization. PNs with positive and negative connotations are considered as a means of implementing demonization and heroization techniques in Russian and French media discourse.
The authors of the article use the method of cognitive matrix analysis, which makes it possible to present the structure of knowledge in relation to which the PNs conceptualized, as a private cognitive matrix of the PN, including the core PERSONALITY/PERSONNALITÉ and the cognitive contexts POLITICS/POLITIQUE, SCIENCE/SCIENCE, CINEMA/CINÉMA. In interpreting PN, a particular characteristic of the concept PERSONALITY is placed in focus. As the analyzed linguistic material shows, PNs are interpreted in relation to such cognitive contexts as APPEARANCE/CARACTÉRISTIQUES EXTÉRIEURES, PSYCHICS/PSYCHÉ, STATUS, SITUATION/SITUATION.
The article gives a general idea of manipulation and speech manipulation as a subject of interest to linguists. The possibilities of interdiscursivity in terms of creating a manipulative effect on the addressee are considered. Manipulation is regarded from the viewpoint of the process of linguistic communication and information transfer; therewith the term “communicative and cognitive maneuvering” is used. Interdiscursivity is understood as a category manifested in the interaction of different types of discourse. Based on the analysis of fragments of texts of English-language popular science literature, in which the process of conceptualization of scientific terms occurs with the participation of knowledge drawn from other types of discourse, the effect of the mechanism of cognitive manipulation is considered. The research is based on the provisions of the theory of conceptual integration, definitional analysis and inference. The analyzed examples reveal manipulative actions of the authors in order to create a persuasive effect, causing an emotional and intellectual response. It is established that as a result of the actualization of interdiscursivity, the conceptual structure of the described concepts is expanded and the features are rearranged, which creates some cognitive dissonance, allowing to get the expected response from the recipient. It is noted that the interaction of different types of discourse acts as a signal of both spontaneous, natural, and staged, i.e. intentionally created, interdiscursivity, the actualization of which implements two goals – to present scientific knowledge in a broader and more comprehensive way and to facilitate the recipient’s perception of the author’s vision and acceptance of his judgments.
This research aims to develop methods the manipulative acts identification by a new type of agent – neural networks. The authors analyse manipulative strategies and techniques generated by ChatGPT and Gemini (Bard) language models, taking into account their influences on the collective and individual paciens and the formation of opinions about events. Special attention is paid to the identification of functional, semantic and cognitive aspects of manipulative acts in the responses of neural networks. The study proposes a methodology to effectively assess and identify manipulative messages in the dictum of neural networks and hypothesises discourse markers that may indicate the presence of manipulative influence in the use of neural networks. It is concluded that the complex and ambivalent nature of manipulative markers in electronic dictum makes their typologization much more difficult. The results obtained may be used for the development of algorithms aimed at improving the reliability and efficiency of neural networks in various application areas, including natural language processing, data analysis, and others.
The research features the analysis of cognitive metaphor in perfumery discourse (including advertising discourse) as a way of manipulative influence on the target audience in order to arouse interest of potential customers in perfumery products. The author of this report considers various metaphorical processes reflected in advertising texts about perfumes, perfume blogs, as well as in perfume nominations in modern English and French. The aim of the author is to study the cognitive mechanisms of language that underlie the impact on human consciousness. Different types of cognitive metaphor (orientational, structural, ontological metaphors) are covered in order to determine the most successful mechanism of influence on people. To analyze cognitive metaphors, the author resorts to a number of referential areas of perfumery and provides the most conspicuous examples. This article also presents examples of euphemization in perfumery discourse. The author highlights the most important functions of metaphor to confirm the impact of metaphors on the psychological and emotional state of a person. The findings in the article are important for the interpretation of the motivational aspects of manipulative influence on people through linguistic means and imagery.
Despite the concept of non-binary gender actively promoted in Western society today and a pronounced trend towards degenderization of communication gender stereotypes continue to be actively used in English-language political rhetoric as a means of influencing the audience to form a certain opinion about the subject of the message. The article studies the manipulative use of gender stereotypes and perceptions in social and political rhetoric and public speeches of politicians of both sexes on the material of online publications of English-language media. It describes the manipulation of gender meanings for the purpose of agitation/discreditation, analyzes the role of gender archetypes in creating a political image, and considers the use of “preferred pronouns” as a means of political positioning Among the relatively new trends identified in the analysis are the manipulative use of anti-feminist rhetoric by women politicians and conceptual (ideological) diffusion – inclusive paraphrasing as a way of promoting “traditional” gender values. The methods used in this pilot study include semantic interpretation and multimodal discourse analysis.
The paper dwells on the issue of the success degree of manipulative strategies implemented in current mass media formats. The degree of success in manipulation is proposed to be studied in the context of mutual influence of multidirectional and heterogeneous external and internal parameters, both in relation to the interaction of native speakers as members of a specific culture within a particular context, and to the text generated in interaction. It is advisable to describe the relevant parameters either as risk factors or as felicity conditions whose nature and degree of influence on the process and result of interaction does not linearly depend on the designated parameters. The influence cannot always be predicted by analyzing the characteristics of the personal and collective identity for the subject of cognition and communication and/or through taking into account the norms of expectations regarding some type of interaction, as well as by considering the content of stereotypes of consciousness and political, media and public propaganda relevant to the language and culture.
The article considers examples of linguistic detabooing used in modern English-language mass media for the purpose of manipulating public opinion. It reveals the concept of tabooing, which is reflected in the modern mass media and is used when press conferences, talk shows or interviews touch upon topics that are traditionally taboo in public life – death, interpersonal relationships, illnesses, mental and physical disabilities, violation of rights, violence, war, criticism of traditions and foundations of other countries and nationalities, etc. The article is focused on linguistic means of detabooing – dysphemisms and means of verbalizing the concept FRIEND-AND-FOE. According to the analysis of the language material, the opposition “friend-and-foe” is characterized by the use of detabooing in relation to “foes”, and tabooing – in relation to “friends”. Bad actions of “others” are named directly and expressively, often with the help of dysphemisms, while similar actions of “ours” are covered in neutral expressions using euphemisms. The main goal of detabooing is to break taboos and overcome any prohibitions. The reasons for turning to detabooing are analyzed, including discrediting the opponent, unwillingness to soften the unpleasant realities of life, aggressive behavior, the desire to get closer to the audience, etc.
The article is devoted to the peculiarities of the current use of modern generative language models for creating manipulative messages. The authors explored how neural network algorithms can be applied in contemporary public discourse, which is undergoing rapid transformation due to advancements in deep machine learning technologies. An analytical review of the capabilities of generative language models, such as Claude and Gemini, is presented, focusing on their potential to generate texts employing suggestive and semantic manipulation techniques. The study includes an authorial experiment aimed at examining the practical implementation of manipulative techniques in generated texts, as well as their reverse analysis. The authors identified key manipulation mechanisms used by these models and proposed recommendations for their ethical application. The article highlights the importance of a multidisciplinary approach to regulating and developing standards for generative language models to minimize public risks and maximize societal benefits. Particular emphasis is placed on the necessity of enhancing algorithmic transparency, preventing social biases in data, and introducing feedback mechanisms. Additionally, the paper stresses the critical role of educating users to critically evaluate information and fostering media literacy, which emerges as a key factor in safeguarding against manipulative practices in the context of society’s digital transformation.
The article deals with the analysis of mental models, which in turn are formed on the basis of certain epistemic statuses in people who make decisions about vaccination against infectious diseases. The study is based on data obtained during a survey of representatives of different social and age groups – owners of naive (ordinary) consciousness who do not have special knowledge in the field of medicine. The authors of the article consider participants in the discourse not only the traditional dyad “doctor-patient”, but also the authors of media and Internet content, they are often responsible for the epistemic state of an individual, which forms a particular mental model in relation to the position of evidence-based and official medicine. The article also analyzes the vocabulary of the survey participants by forming tag clouds.
E-commerce refers to commercial trade activities conducted through the internet, so the first key point about the concept of e-commerce is that it must be done through the internet or information technology, and the second key point is to engage in commercial activities. Although there may be differences in the understanding or definition of e-commerce among countries or regions, the above two points remain unchanged.
With the development of Internet technology and the influence of COVID-19 epidemic, e-commerce live broadcast, as a new marketing method, has been welcomed by consumers. However, it is worth noting that the differences in language styles during the live broadcast of anchors will also have an impact on product sales. Based on the persuasion theory and Aristotle’s persuasion model put forward by Cialdini and others, this paper mainly studies the correlation between the means used in the process of e-commerce marketing activities and product sales. The research shows that, for consumers, in the process of advertising and product marketing, the six persuasion theories put forward by Cialdini and the rhetoric of logos, pathos and ethos play a positive role in product marketing and promote the purchase conversion rate of commodities.
The paper analyzes the linguistic markers and mechanisms of semantic processing of statements with epistemic parentheses: veroyatno ‘probably’, vidimo ‘apparently’, vozmozhno ‘possibly’, kazhetsya ‘it seems like’, navernoe ‘probably’, pochozhe ‘it looks like’, mozhet ‘maybe’, mozhet byt’ ‘maybe’. Generally, these items express the addressee’s uncertainty in the statement’s truth, but also they serve to form the tropes: litotes, mimesis, antiphrasis, and irony. Such an expansion of semantic functions allows to use parentheses in media to influence the addressee. An analysis of the semantics of unverifiable judgments in a corpus of news texts shows that parentheses of uncertainty accompanying a subjective opinion often indicate implicit meanings with a negative assessment of a character or events and mark non-proprietary speech. Thus, the study of the mechanisms of text comprehension proves that parentheses are one of the tools of manipulative speech influence.
Expressive influctive speech acts of compliment, reprimand and insult are considered in the cognitive and communicative aspects. The article specifies the role of speech acts of compliment, reprimand and insult in the formation of the category of influctivity. The compliments, reprimands and insults as expressive influctive speech acts taken from the British National Corpus served the material for consideration. The analysis is carried out on the material of the English language. Cognitive models of compliment, reprimand and insult expressive influctive speech acts capable of manipulation are presented in the form of a configuration of frames, making it possible to systematically identify the manipulative characteristics of influctive speech acts. Based on the analysis of the mechanism of conceptual projection between the slots of compliment, reprimand, insult and manipulation frames, a conclusion is made about the fundamental role of influctives in manipulation. The idea to consider the frame of credibility and the adjacent frames of comfort, safety, control and trust in order to prevent manipulation is proposed. Dynamic interaction within the configuration of frames “manipulation”, “compliment”, “reprimand”, “insult”, “credibility”, “comfort”, “safety”, “control”, “trust” is proven. A model is presented that describes the correlation of the studied influctive frames with the “manipulation” frame.
The present paper deals with speech characteristics of American politicians in the practically applicable aspect of interpreting political discourse from English. The material of the study is made up of speech portraits of Donald Trump and Joseph Biden taken in comparative aspect, which reflect the ways of persuading voters implemented in their political speeches in the period from 2020 to 2021. Relevance of the study is based on informativity and speech diversity of American political discourse for the sampled period which appears well-established for retrospective research to be possible and simultaneously acts as the logical precursor for the current social and political situation in the United States as a country wielding considerable influence on the global political arena. The features of that time period necessitate studying speech portraits of American politicians, reflecting the methods of persuasion used by them when sending targeted persuasive messages as seen in the practical aspect of political interpretation. The paper deals with the emotional and theatrical nature of American political discourse observed through the prism of speech portraits of Donald Trump and Joseph Biden. The tactics and methods of targeted persuasive influence on the addressees of messages used by speakers are analyzed, as well as the perlocutive effect resulting from the joint implementation of the categories of persuasiveness and expressiveness in the course of their use in the discourse of political addresses. The work is based on the provisions of the classification of speech strategies proposed in 2005 by O.N. Parshina [Parshina 2005, p. 48].
The study shows that the mutual layering of persuasiveness as a factor of persuasion and expressiveness as a factor of influence on the emotional mood of the listener of political speech helps to achieve a perlocutionary effect, while maintaining the independence of those language categories.
The article deals with the study of the manipulative influence on the perception mechanism of evaluative meanings represented by perceptual characteristics svetly (light) – temny (dark), bely (white) – chorny (black). The article outlines the approaches to defining the manipulation as a way of social, psychological and verbal influence on individual. It also considers the manipulation components of modern foreign, mostly American culture (movies, fashion, traditions) affecting the consciousness of Russians. Those manipulation components can result in reformatting the original Russian values. It was stated that the influence aimed at the substitution of true spiritual value components for those that do not correlate with ideals of Russian culture leads to the change in perception of values which are presented by perceptual characteristics svetly (light) – temny (dark), belyi (white) – chernyi (black) (in Russian culture). As a result even deeper changes in the perception of spiritual, conventional sacred meanings by the bearers of Russian culture take place. The mechanism of transferring evaluative meanings is violated: light, serene, purity, clean – “exalted, noble, honest”, and obscureness, darkness, blackness, gruesome as an opposite to light and purity – “low, mean, sordid”. Due to reformatting evaluative images of good and bad, the true spiritual value components of good and evil, light and dark, which determine the cultural code of the Russian people, are replaced. Thus, evaluative meanings are transformed and the cognitive mechanism responsible for transmitting the deep cultural meanings represented by perceptual characteristics is distorted.
The article deals with the use of conceptual metaphors in political rhetoric and their manipulative and emotional effects. The metaphors favored by many politicians combine a very simple explanation with a strong emotional effect. Single examples of these metaphors may not have much impact, but if they are often repeated, the audience begins to accept their message, however, metaphors and their constructions are not “fixed in the neural structures of the human brain”, and they can be studied, questioned. Social issues may have some influence on metaphorical conceptualization, such as power relationships and social pressure, and it can be said that different distributions of power in societies lead to different uses of metaphors by participants in these power relationships. Politics as a conceptual metaphor of performance is perceived as the main one in American discourse. The election campaign in the USA is a clear example. In it, candidates appear as «presumed stars»; primaries are like open castings; the campaign resembles an audition; the elections themselves are the choice of the host; the curators are acting teachers, scriptwriters and directors. A communicative situation can be a situation such as a “political debate”, where opponents play certain roles, and that whole situation represents a kind of political game.
The article presents the results of a study on the means of manipulation in Korean media within the beauty industry, specifically focusing on the formation of new beauty standards. In the context of globalization and the active influence of foreign media, Korean media play a crucial role in creating and propagating images that meet contemporary beauty requirements. The study identifies the most significant markers of such transformations and reveals the verbal elements that exert pressure from external European standards on the created image. Those elements manifest in the language and visual imagery used in the media, highlighting the impact of Western culture on Korean society. The research studies the influence of foreign media on Korean society through news messages in social networks and the use of neologisms arising from borrowing. It identifies changes in vocabulary usage and analyzes trends in media discourse within the beauty industry. Additionally, the study explores how social networks serve as platforms for spreading new standards and ideals, as well as for shaping public opinion.
The results demonstrate how various Korean media outlets, through their interactions, manipulate the realm of beauty procedures, shaping public opinion and reflecting real social issues in South Korea. This research opens new horizons for understanding the interconnections between media, culture, and society, while also emphasizing the importance of a critical approach to media content consumption in the context of identity formation and beauty standards.
The term identity, which was formed in English in the 17th century, has been reinterpreted all the time under the influence of the discourse of individual language personalities in different fields of knowledge, pointing at the sameness and identification. The article reveals how the concepts of self-knowledge and self-identification of a person were separated in the 20th century under the influence of psychological concepts. Personal and national identities are purposefully affected by manipulative influence of political and ideological factors.
Sociocultural and cognitive construct of the national identification in English and particularly in Russian mass-media discourse is affected by the rough pressure and confrontation on the basis of intentionally false information, substitution of one concept for another, partially true information and fakes, related to the historical past and present events represented in communication. The paper presents elements of a construct and outlines priority positions of combinability in the two languages as well as comments the diagram of occurrence of the word identity in the 20th and 21st centuries. The formation of “asymmetric referential correspondences” occurs in the framework of the hybrid information war and happening events aimed against the Russian culture and human mind.
The article considers the headlines of news about criminal incidents published on the URA.news website. They are informational in nature and represent a nomination, a “name” of the text, expressing its content in a condensed form. The distinctive feature of such headlines is an event (criminal incident) objective reflection. The site mainly contains headlines of messages about two types of criminal incidents: a message about a criminal incident and a message about the reaction of government agencies / law enforcement agencies to a criminal incident. The article analyzes the first type of headlines – news about criminal incidents. They are constructed according to a strict scheme that specifies both the content and the place of each element in the sentence: place – subject(s) – criminal act – object(s). Such headlines widely use various manipulative means and techniques: special ways of nominating the subject or object of the action; projecting the focus of attention onto the community the subject belongs, and vice versa; detailing the description (of the subject, action, etc.); the technique of intimate communication with the reader; the technique of destroying stereotypes. The main purpose of manipulative means and techniques using that allow the author to express his assessment of what is happening and convey it to the reader is to influence the perception of the criminal guilt degree by focusing the reader’s attention on certain circumstances of the incident.
The article deals with the study of conceptual prerequisites for the formation of manipulative strategies in English-language online advertising of alcoholic drinks. It is revealed that in many cases, advertising posters for alcoholic beverages are linguistic and visual complexes that implement a certain euphemistic strategy of influencing the target audience. We believe that multimodal Internet posters can be viewed as a euphemistic frame constructed on the basis of a specific conceptual model that combines variable and constant elements of the frame into a single whole. At the present stage of the study, it can be argued that conceptual metonymy can be considered the leading conceptual model which in a significant number of cases is actualized both at the linguistic and graphic levels. Two-stage implementation of conceptual metonymy allows presenting the advertised product in the most favorable and attractive light, forming a euphemistic message of the entire frame.
The study considers the dysphemization of euphemistic units as a means of manipulating public opinion. The aim of the study is to identify factors that influence the change in the connotation of euphemistic units in the discourse of social networks. The study puts forward a hypothesis about the triggers (premise) for the transformation of euphemism into dysphemism. It was possible to identify three of the most productive discursive mechanisms for forming the semantics of ambivalent euphemistic units, namely: 1) the implementation of metaphorical and metonymic conceptual models; 2) the leveling the euphemistic effect by explication or use of a synonym; 3) the use of linguistic units characterized by ambivalent connotation along with euphemism. In the course of the study, the author also described 5 conceptual models for the formation of the fund of dysphemistic units in the discourse of social networks. A conclusion is made about the role of dysphemization in the process of manipulating public consciousness. Based on the obtained results, it is possible to consider the dysphemization of euphemistic units as an effective tool for influencing public consciousness and forming a certain opinion about events or phenomena. The study allows for a deeper understanding of the processes in language manipulation and identification of the mechanisms by which the connotation of words and expressions in the discourse of social networks changes.
The article addresses some of the manipulation strategies used in English mass media sources, based on the mechanism of discursive programming identified by the author earlier in her research. According to the above mechanism, some elements of discourse predetermine (“program”) others. On the basis of the mechanism of discursive programming in the considered material two main ways of realization of manipulative influence on the audience are revealed: holding its attention and creating a discursive effect promoting a certain point of view. The discursive programming aimed at holding the audience’s attention is implemented by gradually filling the slots of an already activated frame (e. g., YOUNG VICTIM OF VIOLENCE). The other manipulation strategy involves the creation of a discursive effect that the author in her previous works calls lacrimatory. The latter is based on the discursive programming of cultural concepts evoking the empathy of the audience (e. g., CHILD or SOMEONE HELPLESS) on the one hand and the frame TRAGIC EVENT – on the other, with the ‘empathic’ and the ‘tragic’ frames sharing the same terminals. The author believes that the above manipulation strategies in English mass media discourse are mutually complementary.
The aim of the pilot study is to investigate persuasive methods in fake news, with a particular focus on their basic taxonomy and identification of the pragmatic mechanisms, such as conversational implicatures, which operate in examples with a persuasive character. A preliminary analysis of English-language social media and English-language blogs and news shows the use of similar techniques of persuasiveness, with a significantly higher occurrence of emotionally charged language in social media. Possibly, the differences in usage stem from the characteristics of the analyzed genres. Our qualitative analysis shows that there is a certain correlation between flouting the Maxim of Quantity and the techniques of Appeal to popularity, values, authority, Attack on reputation (all subcategories except name-calling), as well as Manipulative formulations (exaggerations).
The article considers the manipulative influence on human consciousness in media discourse on the example of a liberal news publication. Identification of the cognitive mechanisms activated in that field made it possible to reveal the complex nature of manipulative influence. It sets out mechanisms for specification, opposition, grading, conceptual metonymy, metaphor and metaphtonymy as well as cases of interaction between the mechanisms of grading and conceptual metaphor, perspectivization and grading. Such a concept as bias towards members of another group is noted as an attitude of manipulative influence, which leads to the appearance of cognitive dissonance in them, has been defined as a setting for manipulative influence. Members of the same party are always assessed positively. It is concluded that manipulation as control and management of human consciousness is implemented indirectly, and can be explained through the cognitive mechanisms involved in these processes. The research has also proved that bias is interpreted as the polarization of evaluative knowledge in the form of an approving modality in relation to members of one’s own group and a negative modality in relation to members of another group. The prospect of the study lies in the possibility of applying the findings in analyzing the manipulative influence in other types of discourse and on the material of other languages.
Today, the mass media is a powerful tool for influencing public opinion. The article considers euphemisms as one of the most common ways of such influence. The ambivalent nature of euphemization is emphasized, which makes it the most important means of implementing various communication strategies both in the context of politically correct interaction and in the context of manipulation in the media. The article shows the specifics in the functioning of euphemisms as an instrument of influence in modern British and American media discourse, namely in the context of covering the negative political and social phenomena. The basic principles underlying the formation of euphemisms, as well as the specific mechanisms of their formation, are analyzed. The processes of semantic derivation, underlying conceptual derivation, conceptual integration, and the conceptual projection operation are fundamental in the creation of euphemistic vocabulary. The neutralization of negative characteristics at the level of specific models is carried out using the mechanisms of conceptual metaphor, conceptual metonymy and concretization. The formation of euphemisms is characterized by a stable correlation between the word-formation mechanisms and the cognitive processes underlying them.
The article studies the issues of linguistic objectification in methods of manipulative influence on the consciousness of the listener. Manipulation is considered as a power and control technology, the forms of application of which vary from individual to mass. Being one of the types of communicative influence, manipulation is aimed at achieving the desired result, effect, and therefore has a fairly clear structure that includes several elements: subject, object, manipulation aim and result. In addition, manipulative influences can be classified. Often, manipulation is hidden in nature, since it is perceived as a negative phenomenon, although it is not always so. However, in the process of interaction, various verbal and non-verbal tools of manipulation are consciously and unconsciously perceived, including patterns and tactics, as well as symbolic words. They serve as a kind of triggers that launch the process of two-way interaction. The study of such tools is of great scientific interest to modern researchers. In this article, English idiomatic expressions, as well as examples of Donald Trump’s public speech, are considered as factual material. The main emphasis is on the issues of presenting lies and the distortion of reality associated with them.
