LINGUISTIC IMPLEMENTATION OF PERSUASIVE STRATEGIES AND TACTICS IN POLITICAL PUBLIC COMMUNICATION (A CASE STUDY OF V. PUTIN'S ELECTION CAMPAIGN SPEECHES)

Political discourse is considered to be one of the most essential subjects of scientific research as understanding of political processes and a clear notion of political leaders enable politicians to forecast the development of states and societies, to be fully guided in modern historical events. In political discourse persuasiveness claims to be one of the key criteria of public oratory and is characterized by a clearly expressed structure and defining characteristics from persuasive strategy to persuasive markers. The research attempts to examine the character of the notion persuasiveness and its place in the theory of linguistic manipulation in terms of political public communication. In this regard the given article differentiates the notions "persuasiveness", "manipulation", "argumentation". This study analyses combinations of persuasive strategies and tactics and ways of their linguistic implementation in election speeches of the President of Russia Putin V. The authors suggest the hypothesis that various linguistic means, strategies and tactics contribute to effectively implement the category of persuasiveness in Presidential election discourse. This paper aims to consider the term "persuasiveness", to elicit the most characteristic persuasive strategies and tactics which the politician uses to influence the audience and to describe the ways of their linguistic implementation. The objectives of the study are: - to examine features of the notion "persuasiveness"; - to analyze and organize the implementation of specific strategies and tactics of persuasiveness on specific examples of political speeches; - to find peculiarities and trends of their implementation in election campaigns; - to determine linguistic means for implementation persuasive strategies and tactics. The second part of the study is dedicated to the most characteristic linguistic means used by V. Putin in his election campaign speeches. The results of the study can be applied in a range of linguistic disciplines.