DYSPHEMIZATION AS A MEANS OF MANIPULATING PUBLIC OPINION IN THE 2024 PRESIDENTIAL RACE IN THE USA (BASED ON SOCIAL NETWORK COMMENTS ON X* )

The study considers the dysphemization of euphemistic units as a means of manipulating public opinion. The aim of the study is to identify factors that influence the change in the connotation of euphemistic units in the discourse of social networks. The study puts forward a hypothesis about the triggers (premise) for the transformation of euphemism into dysphemism. It was possible to identify three of the most productive discursive mechanisms for forming the semantics of ambivalent euphemistic units, namely: 1) the implementation of metaphorical and metonymic conceptual models; 2) the leveling the euphemistic effect by explication or use of a synonym; 3) the use of linguistic units characterized by ambivalent connotation along with euphemism. In the course of the study, the author also described 5 conceptual models for the formation of the fund of dysphemistic units in the discourse of social networks. A conclusion is made about the role of dysphemization in the process of manipulating public consciousness. Based on the obtained results, it is possible to consider the dysphemization of euphemistic units as an effective tool for influencing public consciousness and forming a certain opinion about events or phenomena. The study allows for a deeper understanding of the processes in language manipulation and identification of the mechanisms by which the connotation of words and expressions in the discourse of social networks changes.