USE OF SPEECH STRATEGIES AS A WAY TO PSYCHOLOGICAL IMPACT AND ATTRACTION OF THE AUDIENCE IN MEDIA DISCOURSE (ON THE BASIS OF THE WIDESPREAD MEDIA PLATFORMS AND VIDEO HOSTING SITES)

The article is devoted to research on the use of speech strategies in the context of psychological impact on audience in media discourse with special emphasis on the popular media platforms as one of the leading media environments. In the age of digital technologies, when information becomes available instantly, the relevance of using effective communicative and persuasive strategies increases. The study includes discursive analysis of speech practices aimed at creating suggestive effects and reveals their pragmatic function in shaping the views and attitudes of the audience. Special attention is paid to the stratagems, which allow to achieve psychological influence through the competent implementation of linguistic resources. The work identified key elements that create «ground» for emotional response of audience and increase its involvement.