LINGUISTIC MEANS OF POLITICIANS’ IMAGE MAKING IN GERMAN MASS MEDIA

Abstract

The article examines the role of the nominations of a politician in media discourse in shaping the opinions of recipients, as well as the tools of the media (mass media) that influence public consciousness when creating the image of a politician in the consciousness of society. The results of an analysis of about 150 texts from the sites of German media are presented within the framework of this article, containing information about the favorites of the 2019 election campaign for the post of President of the European Commission. The subject of the research are 50 discursive nominations, selected and based on the method of continuous sampling of texts, analyzed from the point of view of textual structure and considered from the point of view of their functions. As a result of the study, it is proved that the use of nomination in political media discourse is an effective tool for manipulating mass and individual consciousness, the purpose of which is to form in the mind of the recipient the desired image of a politician with a certain set of characteristics. The novelty of the research lies in the consideration of the nominations that the media use to form a positive or negative political image.