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Article

Speech Strategies and Self-Presentation Techniques of Candidates for the Head of the City Administration (as exemplified by the 2010 election campaign in Nizhny Novgorod, Russia)

Ivanova R. A.

The article concerns the research of modern Russian regional politicians’ speech portraits. The subject of research is a pragmatic-linguistic unit understood as a minimal, phonetically integral and logically complete speech segment. In the report the author emphasizes speech traits and qualities typical for both experienced and popular politicians and political start-uppers. The research shows different speech portraits of candidates for the head of the city administration of Nizhny Novgorod (Russia), their various communicative images. The candidates’ speech strategies prove to be the only possible variant for elective position assignment. The language analysis of the pre-election campaign speeches demonstrates the candidates to use two kinds of speech strategies: positive and negative. By the forming of the pre-election campaign speeches strengths the neutral adjectives with some additional positive and negative connotations are used. The weaknesses most reflect fracturing behavior, which is more characteristic for animals