RISK FACTORS AND FELICITY CONDITIONS OF MANIPULATIVE STRATEGIES IN MEDIA DISCOURSE

The paper dwells on the issue of the success degree of manipulative strategies implemented in current mass media formats. The degree of success in manipulation is proposed to be studied in the context of mutual influence of multidirectional and heterogeneous external and internal parameters, both in relation to the interaction of native speakers as members of a specific culture within a particular context, and to the text generated in interaction. It is advisable to describe the relevant parameters either as risk factors or as felicity conditions whose nature and degree of influence on the process and result of interaction does not linearly depend on the designated parameters. The influence cannot always be predicted by analyzing the characteristics of the personal and collective identity for the subject of cognition and communication and/or through taking into account the norms of expectations regarding some type of interaction, as well as by considering the content of stereotypes of consciousness and political, media and public propaganda relevant to the language and culture