Linguopragmatic features of creating a politician’s personal brand

Abstract

The article analyzes linguopragmatic aspects influencing the formation of a politician’s personal brand, since in the conditions of modern media space, the perception and success of a politician’s activity largely depends on his/her public image. The analysis pays special attention to such key aspects of personal brand formation as idiostyle, communicative strategies and tactics of interaction with the audience, linguistic means used to influence the target audience and the collective addressee. The article concludes that a politician’s personal brand is a multimodal formation, including both verbal (lexicon, stylistic means, syntax, phonetics (prosody and intonation)) and non-verbal components (facial expressions, gestures, manner of dress), as well as the manner of interaction with the audience. The study of linguopragmatic features of creating a modern politician’s brand is carried out using the topical material. We study the personal brand of Kamala Harris, the Vice-President of the United States, which makes the work especially relevant for modern linguistics, because it enables us to explore the features of communicative strategies and tactics implementation using lexical, grammatical, intertextual and stylistic means through the prism of conversion analysis.