DYSPHEMISMS AS A MEANS OF EXPRESSING SUBJECTIVE MODALITY FOR FULFILLING MANIPULATIVE GOALS OF THE AUTHOR OF A MASS-MEDIA MESSAGE

Abstract

Dysphemisms are a powerful tool in media texts to convey certain assessments and emotions, since negative words and expressions cause stronger emotions and can be more easily remembered. Dysphemisms can be used subjectively to express an opinion or belief, as well as to achieve a manipulative goal. In this article we will consider dysphemisms as a means of expressing subjective modality and their use for manipulation on the material of English-language media texts. The authors come to the conclusion that contextual dysphemisms are most often used. They allow authors to impose negative associations and emotions, as well as create a certain impression about the object of the description. The authors come to the conclusion that the use of dysphemisms allows you to create a negative image of a certain object (demonization of the image) and form the impression of creating an image of a crisis or threat in the audience. This study will allow us to better understand the mechanisms of influence when using dysphemisms in media texts and, in the future, to develop means of protection against media manipulation, as well as to develop critical thinking and analytical skills in the audience.