LINGUISTIC FEATURES OF POLITICAL CHARISMA

Aim. To study the phenomenon of charisma, which was first identified and described in the works of Max Weber, to analyze the specifics of its occurrence and manifestations in the modern political process through the prism of its linguistic originality by comparing the discourses of famous charismatic politicians. Methodology. When analyzing the features of the linguistic arsenal of the most prominent political charismatics, an interdisciplinary approach is used that allows the application of a set of modern techniques and methods for studying texts with concentrated political content: contextual, comparative, component and translation analysis of the original speeches of the authors. Results. As the result of the study, the authors admit that each of the leaders under consideration has his own “individual set” of linguistic techniques and tools, from the skillful use of epithets and metaphors that embellish reality (or exaggerate and disgust comparisons among ordinary people) to the brilliant use of linguistic means to manipulate their voters, opponents, colleagues and all those who form the political environment of interest to this figure. Research implications. The results of the study contribute to the study of the phenomenon of charisma through the prism of its linguistic component, which is effectively involved in a narrowly focused propaganda impact in order to support a certain political trend and create appropriate thinking patterns.