INSTITUTIONAL AND PERSONAL NATURE OF POLITICAL COMMUNICATION

Abstract

This article analyzes the two main forms of discourse in political communication – institutional and personal. From a sociolinguistic perspective, the author distinguishes between these two types on the basis of the speaker’s social status, adherence to language norms, and communicative functions. The paper focuses on the forms of address in political speech, the choice of linguistic means, and their semantic load. Moreover, it highlights the growing convergence and interpenetration of these two discourse types in modern political genres. The author particularly emphasizes that the increasing presence of personal elements in political communication enhances its effectiveness.