COMMUNICATION STRATEGIES AND TACTICS IN POLITICAL SPEECHES OF V. ZELENSKYY

Abstract

The article is devoted to the study of communication strategies and tactics in political speeches of the President of Ukraine Volodymyr Zelenskyy since the start of the Russian invasion on the territory of Ukraine. The linguistic means of realization of certain communication strategies with the help of communication tactics are outlined and analyzed. President Zelenskyy gave speeches to a number of parliaments and members of  communities from around the world since the beginning of the Russian invasion to the territory of Ukraine. The relevance of the study is determined by the need to identify and study the mechanisms of verbal realization of communication strategies and tactics in speeches by Volodymyr Zelenskyy as part of a political discourse. The object of our scientific research is the communication strategies and tactics in Volodymyr Zelenskyy’s speeches. The subject of the paper is verbal means of realization of communication strategies in the political speeches by President Zelenskyy. The analysis of the results of our research has been based on the application of the deductive method, the cognitive method, the descriptive method and the method of quantitative calculations. The research data have been collected from the transcripts of political speeches of Volodymyr Zelenskyy available at the official President website. The scientific novelty of the obtained results lies in the analysis and systematization of communication strategies and communication tactics in political speeches of Volodymyr Zelenskyy after the Russian invasion. The study is based on the taxonomy of strategies, which include agitation strategy, strategy of self-presentation, informative-interpretive strategy, strategy of discreditation, argumentative strategy and strategy of forming the emotional state of addressee. The enlisted communication strategies correspond to several appropriate communication tactics, which are described in the article.

The results prove that the strategy of forming the emotional state of the addressee was observed most frequently in the political speeches of Volodymyr Zelenskyy regarding the Russian invasion. Other strategies that could be detected quite regularly were agitation strategy and informative-interpretive strategy realized with the help of various communication tactics.