Speech culture as the basis of the formation of a candidate’s image for public office elections (on the example of S. V. Avksentyeva’s campaign)

This article deals with the speech culture of a candidate as the basis for the formation of a politician's image. The authors study and analyze the three main components of the speech culture, which allow to increase the effectiveness of the positive impact on the voters. The speech culture of Sardana Vladimirovna Avksentieva is investigated and her role in the formation of the politician's image in general is determined. The relevance of the research topic is due to the fact that in the modern world the formation of the political image acquires great importance. It is connected with the fact that all over the world coming to power practically on all levels - from heads of local government to heads of state - occurs as a result of elections on the basis of universal direct and equal suffrage by secret ballot. A successful career of a candidate is projected, among other things, through a competently and effectively created image. The purpose of the research is to define the speech culture as the basis for the formation of a positive image. Objectives - to define the concepts of image and speech culture; to study and analyze the main components of a candidate's speech culture. Structural analysis of candidate's speech culture, descriptive research methods were used as research methods. Speech culture and speech literacy play an essential role in shaping the image of a politician, and it is an integral part of a politician's successful activity to state his political views convincingly and argumentatively. The authors come to the conclusion about the significant role of speech culture in the formation of the image of a candidate for elected authorities. 

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