EVALUATIVENESS AS A MANIPULATIVE TOOL IN POLITICAL UTTERANCES

Abstract

The article is aimed at identifying the linguistic means of evaluation in the speech of US political leaders. The scientific novelty lies in the consideration of evaluation with regard to axiology, which implies the reflection of the value-based worldview of the subject of evaluation in his evaluative judgements. The basic values to which the politicians in question appeal relate to social values. Their evaluative judgements involve such values as patriotism, success, autonomy, cultural diversity, tolerance, and equality of opportunity. The impact of the assessment is manifested within certain strategies and tactics. The study reveals cases of applying the strategy of reductionism to present the problem with simplified wording, the tactics of attracting the audience to the fold to manage the impression of the activity and personality of the subject and object of evaluation, the tactics of advertising expansion encouraging actions of the audience, and the tactics of shortening the distance reinforcing the manipulative effect of the identified tactics.