The Keyword of the Current Moment is "Elections" in the System of Speech Influence: The Experience of the Readovka Telegram Channel
DOI:
https://doi.org/10.47475/2070-0695-2025-58-4-117-126Keywords:
media text, suggestion, means of speech influence, key word of the current moment, electionsAbstract
Readovka, positioning itself as a news source, was one of the most viewed Telegram channels in 2024, according to Medialogy's ranking. In a competitive information market, the role of verbal influence is clear, and studying it in modern digital media is important, relevant, and promising. The study focused on publications from the Readovka Telegram channel during the 2024 presidential campaign, which were analyzed using linguistic-stylistic, lexical-semantic, and discourse analysis. Forty-five posts published on the final day of voting, containing the keyword "elections", were analyzed using content analysis. Verbal suggestive influence, shaped by information policy and dominant media communication strategies, determines how recipients perceive and interpret current political events and processes, primarily the presidential election. The suggestive power of current keywords, which have a special communicative status, capturing the most significant political, economic, and social events and processes of a particular historical period, ensures the effectiveness of verbal influence, resulting in the consolidation of a media image of a significant political phenomenon – in this study, elections – in the consciousness of the mass audience. Specific political conditions influenced the choice of verbal means, with the most popular being: emotionally expressive vocabulary, connotative vocabulary with a dominant negative evaluation when creating the image of the "enemy" (all those who obstructed the elections), the actualization of presuppositional semantics in the sentence, guided associations, play with referential indices, and various visualization tools (images, font and graphic highlights, emoji, etc.).
Acknowledgments: The study was carried out with financial support from the Russian Science Foundation (RSF), project No. 25-28-01575 "Traditional Values in the Keywords of the Current Moment: Realized and Potential Opportunities of Media Discourse".
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