THE WAYS OF REALIZATION OF LABELING TECHNIQUE IN THE POLITICAL MEDIA LANDSCAPE

One common technique used by politicians in various countries is labeling, which allows them to manipulate public opinion and discredit opponents. This leads to the emergence of numerous phenomena in the political media space that are interesting from the perspective of linguistic analysis, requiring more detailed study in the context of language discourse and potentially involved in strategic communications of different countries. The aim of this article is to examine labeling techniques, analyze the methods used to create image, and identify the common and distinctive features of the implementation of this technique in American, British, Spanish, and Russian media. The article contains distinction between the concepts of “label” and “labeling technique”, which is crucial for understanding their influence on the public opinion and political identities. To achieve the stated goals, examples from English-language (American and British), Spanish, and Russian media were analyzed, and a comparative analysis of the use of the labeling technique in the USA, the UK, Spain, and the Russian Federation was conducted. It was found that the key ways of actualizing the labeling technique include pejoratives, dysphemisms, metaphors, and metonymies, which are actively used to form a negative image and undermine the reputation of competitors. We also consider metaphors and metonymies as tools that contribute to the creation and consolidation of stereotypes in political discourse. The study showed that in the media of these countries, the frequency of the above-mentioned methods of “labeling” technique is different, and data is also provided on which of the “labeling” techniques are more common and which are less common. It should be noted that all examples presented in the article are examined exclusively from a linguistic perspective and are not intended to offend anyone or promote anything.