THE ROLE OF NEOLOGISMS IN POLITICAL DISCOURSE

This article explores the material of social and political nature, the manipulative power of words, and their direct impact on consciousness and behavior. The authors focus on neologisms as a lexical means of speech manipulation that generates additional connotations, obscures understanding, misleads, and creates conflicting situations. The article analyzes some aspects of the theoretical study of political discourse as a powerful resource for creating a favorable image and such a phenomenon as “winning over with the word”, the relevance of which is expressed by the current political situation in the world.