2313-8912Research Result. Theoretical and Applied Linguistics2313-891210.18413/2313-8912-2021-7-2-0-42410THEORY OF LANGUAGEStereotypes as means of influencing mass consciousness in political discourseStereotypes as means of influencing mass consciousness in political discourseZhikharevaNatalia A.ZhikharevaNatalia A.znata9@gmail.comYakovlevaElena P.YakovlevaElena P.lena-yakovleva81@mail.ruGorlovka Institute for Foreign LanguagesFevzi Yakubov Crimean Engineering and Pedagogical University, Russia20217200

The media, which play a crucial role in political discourse, are a means of shaping public opinion and political reality. The perception and coverage of the most important events of the political life of the world community are achieved through them. Public beliefs, knowledge and opinions are formed through discourse from sources that seem authoritative, trustworthy and reliable, as the media often turn out to be. The paper examines political discourse, its functions, the main of which is persuasive. The article reviews the means of influencing the formation of public political consciousness, one of which is a stereotype. The relevance of the work is to study the formation and functioning of stereotypes and their pragmatic potential in speech strategies and tactics, as well as the influence of stereotypes on the construction of political reality. The focus of our research is the emergence and functioning of stereotypes and images as means of influencing public consciousness in political discourse, the role and place of stereotypes in manipulative strategies used by political actors, systematization of levels and speech methods of implementation of the guiding influence of speech stereotypes on the addressee in political discourse; the role of mentality in the formation of stereotypes, as well as the semantic dominant and ideologeme as components of stereotypes.  The main principle used in the analysis of these components is their identification and systematization.

The media, which play a crucial role in political discourse, are a means of shaping public opinion and political reality. The perception and coverage of the most important events of the political life of the world community are achieved through them. Public beliefs, knowledge and opinions are formed through discourse from sources that seem authoritative, trustworthy and reliable, as the media often turn out to be. The paper examines political discourse, its functions, the main of which is persuasive. The article reviews the means of influencing the formation of public political consciousness, one of which is a stereotype. The relevance of the work is to study the formation and functioning of stereotypes and their pragmatic potential in speech strategies and tactics, as well as the influence of stereotypes on the construction of political reality. The focus of our research is the emergence and functioning of stereotypes and images as means of influencing public consciousness in political discourse, the role and place of stereotypes in manipulative strategies used by political actors, systematization of levels and speech methods of implementation of the guiding influence of speech stereotypes on the addressee in political discourse; the role of mentality in the formation of stereotypes, as well as the semantic dominant and ideologeme as components of stereotypes.  The main principle used in the analysis of these components is their identification and systematization.

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