EMOTIONAL LANGUAGE AS A MEANS OF VOTER MOBILIZATION IN THE SPHERE OF POLITICAL ELOQUENCE

Abstract

The article examines the essence of the concept of “emotional language”, the effectiveness and specificity of its application as a means of influence in the field of political rhetoric. Its ability to promote the success of election campaigns and the effectiveness of political processes is substantiated. The dilemma between the ethical and pragmatic aspects of the use of emotional language is considered, the history of its formation, which dates back to the times of ancient sophistry and does not lose its relevance today, primarily in the field of political oratory. The article traces the transformation of the understanding and application of the means of emotional language at different historical stages of human development.
It is substantiated that the spread of clip thinking in modern times significantly increases the effectiveness and appropriateness of emotional messages and contributes to the spread of populism and propaganda. As an option for solving this problem, the concept of emotional intelligence by D. Goleman is proposed, which provides for the ethically correct, conscious use of emotional language. It is concluded that emotional language is an integral means of influence in the arsenal of a successful political speaker.
The significant potential of applying the means of emotional language in such aspects as is substantiated: the formation of unity or, on the contrary, the polarization of society; the strengthening of motivational influence or its weakening; the stimulation of democratic processes and the involvement of citizens in public life.
It is specified that emotional language determines the very logic of the communication process and is able to mobilize the electorate both in a constructive and in a destructive dimension. At the same time, the concept of emotional language is outlined as neutral in its nature, and its ethical assessment is subjective and depends on the goals and context of its use.