LINGUISTIC MANIPULATIONS IN POLITICS: THE U.S. PRESIDENTIAL CAMPAIGN 2024
Authors: Стирнік Н 
Published: February 2025

Background. Language is not only a means of communication, but also a powerful tool that can be used for both constructive and destructive purposes. Its flexibility and adaptability allow shaping events, influencing society in various ways. The right use of language can promote solidarity and harmony, while the wrong use leads to conflict. One of the strategies for using language is manipulation, which can turn it into a tool of destructive influence. Political speeches, as a tool of struggle for power, have significant persuasive power and influence on society. The analysis of such speeches allows us to identify argumentation strategies and tactics used by politicians. Language manipulation in politics demonstrates how politicians deliberately use language to achieve their goals. In the 2024 US presidential election, which will be closely watched by the world community, the question is whether Donald Trump will get a second term, or whether the first female president will be elected. Analysis of the language strategies of both candidates during the election debates allows us to reveal the impact of their speeches on the emotional reactions of voters and, accordingly, on the election results.
Purpose is to explore the linguistic manipulation techniques used in the 2024 U.S. presidential campaign. These techniques include repetition, exaggeration, appeals to emotions and ambiguity with examples taken from the candidates’ debate in September and quoted in the American daily newspaper The New York Times.
Methods. The research uses both general scientific and linguistic methods, including description, comparison, analysis, experiment, and linguistic interpretation.
Results. All politicians and skilful orators because of the nature of their work have an ability to influence people via language manipulation. From ancient orators, who stirred crowds with persuasive speeches to modern political leaders, who use carefully scripted messages for mass media consumption, linguistic manipulation has evolved alongside the methods of communication. The role of political leaders in contemporary society is enormous. Politicians inform us of global events and influence us, thereby shaping our worldview, perception and appreciation of the world around us. Political discourse has become one of the common objects of research in linguistics in recent decades. The study of political discourse led to the emergence of a political linguistics paradigm in linguistics. Precisely because of these technologies it becomes more and more interesting to observe the manner of presenting information in mass media. The choice of certain techniques and ‘linguistic means’ to present information influences thinking and perception, and manipulates a desired reality in the mind of the audience. The linguistic means used to influence the recipient’s consciousness depend on the personality of a speaker. Political discourse is not only a tool to transmit information, but also a powerful tool to shape the recipient’s way of thinking. Rhetorical devices such as metaphors, analogies, and exaggeration serve to simplify complex issues, create memorable narratives, and align audiences with particular ideologies or policies.
Discussion. Political speeches serve as a crucial medium for politicians to convey their messages, influence public opinion, and rally support. In the base of effective political communication there is the art of linguistic manipulation. This phenomenon involves the strategic use of language to shape perceptions, evoke emotions, and persuade audiences towards specific political programmes. Language is an inexhaustible source of expressive means of persuasiveness (speech manipulation), where every politician can find his or her own style and techniques by which he or she will be able to attract attention and influence the audience. In the realm of politics, language is not merely a tool of communication but a strategic instrument wielded to shape perceptions, influence decisions, and gain support. In the US 2024 Presidential Campaign both Donald Trump and Kamala Harris use linguistic manipulation to achieve their goals, whether through fear, hope, criticism, or empathy. Their speeches are crafted to provoke specific emotional responses and align voters with their respective narratives. The manipulative choices of both Trump and Harris reflect their presidential campaign strategies and their attempts to connect with voters on an emotional level. Rhetoric by the Republican candidate is designed to stoke fear and pose himself as a necessary force for stability, while rhetoric by the Democrat candidate aims to offer a vision of hope and renewal. Exploring the role of digital media platforms in fostering or changing the impact of political rhetoric on the voters may be the further topic of the discussion in the field of modern political communication.