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The study is devoted to analysis of the tactical and strategic array of discursive means used by Vladislav G. Ardzinba to carry out effective governance as a leader of the state. In the year of the 75th anniversary of the birth of the first President of Abkhazia, the author expresses a wish to address the rhetorical and communicative-cognitive aspects of the linguistic personality, who has become a most significant political figure on the post-Soviet territory of the time. The urgency of research arises from the insufficient study of the typical and characteristic features of V. G. Ardzinba as a linguistic personality., Статья посвящена анализу тактико-стратегического комплекса дискурсивных средств, используемых Владиславом Григорьевичем Ардзинбой для осуществления эффективной деятельности на посту лидера государства.

The article deals with the peculiarities of the individual style of the first President of Abkhazia Vladislav G. Ardzinba - one of the most significant personalities in the socio-political and socio-cultural life of Abkhazia. The study attempts to identify and structure idiostyle constants, target settings, speech tactics and strategies, stylistic and rhetorical techniques used by the politician. The scope of linguistic analysis includes the texts of interviews and speeches by Vladislav Ardzinba on the eve, during and immediately after the Georgian-Abkhazian war (1992-1993). The urgency of the study is determined by the lack of research of the language and style of Ardzinba, its communicative, cognitive and rhetorical fea-tures, which are significant in terms of impact on the collective recipient, В статье рассматриваются особенности идиостиля первого президента Абхазии Владислава Григорьевича Ардзинбы на материале текстов интервью и выступлений.

The article presents such a form of political discourse as "digital demagoguery". Digital demagoguery is a modern tool of influence needed for the implementation of internal and international policy in modern political communi-cations. At the same time, it seriously discredits the modern political landscape, as the language and style of communication offered to users turn out to be overloaded with entertaining, comic and demagogic elements, which, on the one hand, attracts the attention of the addressee/elector, and, on the other hand, undermines their trust. The scope of the given study covers digital demagoguery, which is considered a discrediting factor in political discourse. The urgency of research is associated with the increasing role and demand for the digital space, which has become a new public platform for political strug-gle/game and an important channel for self-expression and self-differentiation for politicians. The aim of the research is to actualize a new form of political discourse of "digital demagoguery" in the context of the mediatization of political practices and the formation of a new rhetorical culture. The task of the study is to understand why electronic communication resources influence political rhetoric and why digital demagogy has become one of the most powerful means of achieving the goal for modern politicians, a real tool of manipulation used to legitimize political decisions. The theoretical basis of the study is formed by the works in the theory of political discourse and linguoculturology. Some conclusions and results of the study can contribute to a more comprehensive view on political discourse in the context of modernization of communication means, as well as transformation and intensification of political communications in Internet space., Целью данной статьи является актуализация феномена цифровой демагогии, который рассматривается как фактор дискредитации политического и дипломатического дискурсов.