The language of modern political communication: new model of Russian ideology

The purpose of the article is to analyze the language of modern political communication in the context of Russian political culture and soft ideology, to find out the special features of the language of politics. The relevance of this investigation is to define the new model of Russian ideology and to discuss the language communication peculiar to the politicians of the XXI century. The methods of scientific literature generalization and comparative analysis are used in this paper. The novelty of the investigation draws on the necessity for contemporary political dialogue study and improvement. The author discusses the culture of political speeches, political discourse, modern political vocabulary, gives the review of metaphors and borrowed words used in political texts. The investigation papers of such contemporary Russian scientists as O.N. Kushnir, D.V. Sirotina, A.P. Chudinov, O.N. Kondratjeva devoted to political linguistics, political discourse and the influence of political metaphors are analyzed. The attractiveness of the new political ideology is emphasized and the role of effective contemporary political communication is stressed. The manipulative character of political metaphors and their importance in the text are observed. The impact of metaphors on the emotional shades of contemporary political texts is examined. The role of political discourse and the language of politics as the manipulative tool for collective consciousness shift are described. The challenging argumentative choice and the public opinion creation are investigated. The necessity for different types of political communication study targeted at fostering the ability to forecast the language behavior of politicians is revealed.