PRECEDENT NAMES AS A MEANS OF IMPLEMENTING A DISCURSIVE MANIPULATION STRATEGY IN RUSSIAN-LANGUAGE AND FRENCH-LANGUAGE MEDIA DISCOURSE

The article deals with the analysis of precedent names (hereinafter referred to as PNs), with the help of which the discursive manipulation strategy is implemented in modern media discourse. Since one of the main functions of media discourse is considered to be the influencing function (the function of influencing the audience), we consider it necessary to note that its implementation is facilitated by the strategy of manipulation. A manipulative strategy aimed at controlling mass consciousness, influencing a person’s emotional state, his worldview and behavior, involves the use of a variety of tactics, including dramatization, and techniques: victimization, demonization, heroization. PNs with positive and negative connotations are considered as a means of implementing demonization and heroization techniques in Russian and French media discourse. The authors of the article use the method of cognitive matrix analysis, which makes it possible to present the structure of knowledge in relation to which the PNs conceptualized, as a private cognitive matrix of the PN, including the core PERSONALITY/PERSONNALITÉ and the cognitive contexts POLITICS/POLITIQUE, SCIENCE/SCIENCE, CINEMA/CINÉMA. In interpreting PN, a particular characteristic of the concept PERSONALITY is placed in focus. As the analyzed linguistic material shows, PNs are interpreted in relation to such cognitive contexts as APPEARANCE/CARACTÉRISTIQUES EXTÉRIEURES, PSYCHICS/PSYCHÉ, STATUS, SITUATION/SITUATION.