Linguistic means of manipulative rhetoric in the texts of Ukrainian-language media resources

Background. The study of linguistic means of manipulation in modern media resources is particularly significant within the context of the information war and global digitalization. The contemporary media landscape is characterized by its dual role, encompassing both informational and persuasive functions. While fully objective and emotionally neutral coverage of events is often unattainable during a fullscale war, efforts should still be made to minimize evaluative judgments and avoid words with negative connotations. Ukrainian media outlets are competing for audience leadership, increasingly resorting to manipulative headlines, providing ample material for a linguistic investigation into the mechanisms of influence. Methods. A linguistic analysis method was employed to identify manipulative techniques and assess their impact on audiences. This method involved the examination of 250 articles from three popular media platforms: Obozrevatel (95 articles, 23,750 word uses), Znai.UA (120 articles, 34,200 word uses), and Apostrof (35 articles, 26,250 word uses). Results. Analysis revealed that 34.74 % of materials in Obozrevatel, 33.33 % of articles in Znai.UA, and 40 % of the content in Apostrof contained elements of manipulation. The study identified key manipulative linguistic tools actively employed in modern electronic media to influence audience perception. These include metaphorization, hyperbolization, and the use of emotionally charged lexemes and dysphemisms. Non-linguistic means, such as factual distortions, appeals to authority, and excessive reliance on statistical data, were also documented. Special attention was paid to emotionally colored vocabulary, which amplifies audience anxiety and shapes public perception of significant events. Conclusions. The findings of this study can be applied to enhance media literacy and strengthen information security in Ukrainian society. Understanding manipulative techniques enables the development and refining of educational programs that foster critical thinking and media content analysis skills, which are particularly relevant during wartime.