THEORETICAL JUSTIFICATION OF THE CONCEPT ESSENSE THE OF «SPEECH MANIPULATION» IN POLITICAL DISCOURSE

Knowledge of the laws of manipulation, analysis of the mechanism of this phenomenon in conjunction with a proper understanding of the state and demands of society can help any political leader in the struggle for power and the promotion of their own political interests. The key to successful manipulation in political discourse is the realization of the paramount importance of the ultimate goal. Depending on it, the strategy, tactics and methods of manipulation will be chosen. Careful selection of linguistictools will help to keep manipulative processes out of the realm of awareness and ensure their effective effectiveness. Manipulation is understood as hidden coercion, programming of thoughts, intentions, feelings, and so on. The main purpose of manipulation is to create a profitable policy of the world in the minds of potential voters and reduce the ability of recipients to think critically, creating the illusion of free choice and more. Language manipulation should be understood as the purposeful use of thepeculiarities of language use, which contributes to the emergence in the minds of recipients of illusions and delusions that motivate him to act in a way that is beneficial to the manipulator. It should be noted that any successfully completed communication in which the speaker does not express his intentions openly, is a successful act of language manipulation. The very phenomenon of manipulation in political discourse is given a special place, as it can cause long-term consequences and have a strongeffect on society. Obviously, further study of the phenomenon of manipulation in the linguopragmatic aspect is needed, describing not only the different types of manipulative influence, but also how they contribute to the success / failure of policies and for what reason one or another effect is achieved. The main approaches to the definition of "speech manipulation" and highlights and systematizes the dominant approaches inthe Ukrainian scientific linguistic tradition to it, namely: narrow and broad approaches, and at the same time considers scientific linguistic approaches that consider speech manipulation from different angles. . The main focus is on different classification approaches to this issue, as well as the main criteria for classifying types of speech manipulation (by the nature of the interaction of the addressee and the addressee; by the criterion of awareness of speech actions of the addressee and the addressee; by theorientation of the addressee; by the nature of information transformations) . Modern approaches to their delimitation are highlighted. At the same time, the levels at which speech manipulation is performed (phonetic, lexical and grammatical) are considered.