PROVIDING SPEECH IMPACT IN THE PROCESS OF MODELLING THE POLICE PEJORATIVE IMAGE IN THE RUSSIAN LANGUAGE NEWSPAPER DISCOURSE

The relevance of this scientific article is due to the need to study the language of the mass media, newspaper discourse particularly, as a means of providing a speech impact on public consciousness in the process of constructing the image of law enforcement agencies. The authors describe the characteristics of the mass media discourse as one of the tools for the implementation of public power, the organization of political and social institutions and the formation of an image. In the process of producing the text of a newspaper message, a certain model is created that contributes to the understanding and interpretation of information. Such models are constructed by the authors using an appropriate choice of verbal means of representing the material and taking into account the value orientations of the addressees. The impact of newspaper discourse is rather indirect and hidden rather than direct and open, and the category of evaluation can be intellectual and emotional, reasoned and undocumented, social and personal. The assessment expressed in newspaper texts is often determined by social and ideological factors. It is the category of evaluativeness that will determine the nature of the functioning of the newspaper’s language at the lexical, word-formation, morphological, and syntactic levels. Verbalized with the help of various carefully selected communicative and pragmatic means, purposefully used by the addresser in media texts, the components of the Police image (“unprofessionalism”, “arbitrariness”, “brutality”) create a negative socio-psychological attitude in the perception of the Police service and its employees, as well as the recognition the legitimacy of this social institution by the population. The material of the study was 246 contexts presented in such opposition newspapers as “The Novaya Gazeta” and “The Kommersant” representing information about the law enforcement structure activities. It is concluded that these components and auxiliary nominees (“bias”, “forgery”, “lawlessness”, “corruption”) of the image of the police are actualized in contexts using verbs and verbal phrases with negative evaluative meaning, negative evaluative nouns, adjectives and adverbs, colloquial and pejorative vocabulary.