Маніпулятивний дискурс як інституціональний: сучасність vs античність

Within the article political institutional discourse as an instrument for influencing the masses and manipulating their consciousness, mood, behavior in the interests of a small group of people, the political elite of society, is being analyzed. The quality of hyperreality, which simulates reality within the framework of political discourse (inseparable from the discourse of the mass media), is determined by the interests of the power institutes of any society. Ancient rhetoric and pragmatics are characterized as disciplines, which efforts in different periods of time were aimed at studying methods and techniques of speech influence on the target audience; their common and distinctive properties are being outlined. Manipulative strategies, tactics and communicative moves aimed at glorifying the saints' virtues on the background of the sinners' discrediting are considered within the saints' genre of epideictic speech on the material of religious discourse of the late Antique period. The analysis proved the fact of religious and political discourses' rapprochement, since both of them are aimed at the mythologization of consciousness, which is carried out with the help of a number of techniques of manipulative impact.