GENDER-BASED MANIPULATIONS IN POLITICAL RHETORIC (BASED ON THE ENGLISH-LANGUAGE MATERIAL)

Despite the concept of non-binary gender actively promoted in Western society today and a pronounced trend towards degenderization of communication gender stereotypes continue to be actively used in English-language political rhetoric as a means of influencing the audience to form a certain opinion about the subject of the message. The article studies the manipulative use of gender stereotypes and perceptions in social and political rhetoric and public speeches of politicians of both sexes on the material of online publications of English-language media. It describes the manipulation of gender meanings for the purpose of agitation/discreditation, analyzes the role of gender archetypes in creating a political image, and considers the use of “preferred pronouns” as a means of political positioning Among the relatively new trends identified in the analysis are the manipulative use of anti-feminist rhetoric by women politicians and conceptual (ideological) diffusion – inclusive paraphrasing as a way of promoting “traditional” gender values. The methods used in this pilot study include semantic interpretation and multimodal discourse analysis