SPEECH TACTICS OF DISCREDIT IN AMERICAM PREELECTORAL DISCOURSE

This article is devoted to discredit as a widely-spread tactical means of fulfilling communicative strategy of rivalry in modern American preelectoral discourse, while political communication is characterized with functional-pragmatic evolution. Preelectoral discourse is regarded as a special type of political discourse, when the subjects of speech activity are participants of elections. This discursive type manifests itself in the form of political debates, press-conferences, meetings with voters, blogging, commentaries and interviews in mass media. The main goal of preelectoral discourse is the struggle for power, that is why discredit can be called one of the most efficient tactical means of the strategy of confrontation. The author uses functional-linguistic analysis to determine that creating a negative image of one's political opponent is achieved through a spectrum of rhetorical means including those that have pragma-semantic components of rudeness, hatred, sexism, amorality and others that activate gender roles of interlocutors. Using discrediting phrases, speakers try to present themselves as worthier candidates and gain new positions. Intensity of discredit as a communicative tactics in preelectoral discourse leads to escalation of hatred in the society. This malicious tendency can be later noticed in physical opposition of different social groups and may catalyze serious domestic problems. It is necessary to thoroughly research all the peculiarities of using confrontational tactics and its influence on the formation of the discourse of hatred and deviations from standardized norms of social relations.