Self-presentation and Discreditation – the Key Strategies of the Preelection Political Discourse (as Exemplified in the Pre-election Tweets of D. Trump and H. Clinton)

Abstract

The strategy of self-presentation and discreditation are considered as the main strategies of the pre-election virtual discourse. The language units, used at tactics realization of communicative strategies, promote necessary political image formation during the election campaign. Tactics of «incrimination» (strategy of discreditation) is frequently used in D. Trump’s tweets, whereas H. Clinton prefers tactics «consolidation» (strategy of selfpresentation).

Keywords

• self-presentation
• discreditation
• pre-election discourse
• virtual space
• tweet
• speech act
• communicative strategy