Technology of research the emotional color of the political text

  • M.M. Dzera
  • R.Ya. Pasichny
  • O.N. Gorbach
Keywords: political discourse, political and social reality, formation of thought, media space, perception, consciousness, emotional color, emotional component of the text, political text, inaugural speech


The growing interest of scholars in researching Ukraine's contemporary political discourse stimulates them to explore this issue from different sides and points of view. One such approach is the study of political text as an information unit that directly affects both the formation of political discourse and is part of it. That is why the study of political texts is an important and topical task of modern political science, because to a large extent our perception of political and social reality depends on them. An example of such a text and subject of research in our article is the inaugural speech of the President of Ukraine P.Poroshenko. With the help of the program of study of emotional color «VAAL-mini» researchers analyze it as a whole, and in part, broken down into blocks. Proceeding from the logic, semantic and emotional load, the inaugural speech of P. Poroshenko was divided into eleven blocks. Each of the blocks was analyzed according to the content and its emotional color. Thanks to this method one can conclude that the audience is perceived by this or that unit not only in terms of rational perception, but also emotional. Each block has its own emotional color, but the overall color of the text is not the sum of color blocks. After conducting the research, the authors conclude that the speech is intended to cause emotions and perception of the President of Ukraine P.Poroshenko through them as a solid and strong person who clearly knows what actions must be taken to achieve the goals set (the priority of which is the world) ready for the quick and decisive reforms and, at the same time, is the bearer of a bright, positive image. The prospect of development of this topic is the study of the emotional characteristics of political texts, their adaptation in accordance with the channels of political communication and taking into account their peculiarities, because it is through them that the subject of politics has the greatest opportunities for influencing the group consciousness of objects and becomes an active participant in the creation of a political discourse.



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Dzera, M., Pasichny, R., & Gorbach, O. (2017). Technology of research the emotional color of the political text. Scientific Messenger of LNU of Veterinary Medicine and Biotechnologies. Series Economical Sciences, 19(81), 129-132. Retrieved from