IDIO-STRATEGIES AND IDIO-TACTICS AS A PLAN FOR THE IMPLEMENTATION OF EMOTIONAL-PSYCHOLOGICAL IMPACT IN POLITICAL DISCOURSE

The presented study is an analysis of Donald Trump's public speeches in the aspect of the implementation of idio-strategies as a plan of a politician's speech behavior, as well as idio-tactics as a means of its implementation. Focusing on the emotional impact of public speech, the interaction of linguistic and extralinguistic factors that determine the formation of the language of public communication, make possible to present public speech of political discourse not only as an objective indicator of the culture of political communication and to reveal its national-cultural specifcity, but also to reveal a specifc system means of realizing the perlocutionary effect, which is based on the most frequency idio-tactics and idio-strategies. The political rhetoric of Donald Trump is based on the desire to control the masses in order to win the sympathy of the electoral masses. Based on the analysis, the author comes to the conclusion about the priority of idio-strategies for lowering, raising and dramatizing depending on the political situation in the country. The demotion strategy is most effective in the election race to discredit the political opponent and is implemented through tactics of analysis-minus, accusations, impersonal accusations and tactics of conviction, while the demotion strategy is implemented through tactics of analysis-plus, presentation and challenge critics in conditions close to stable. Theatricality strategy is also often used in the struggle for power and support of the electorate through emotional infuence on the general population and is realized through tactics of promise, motivation and disengagement.