The elements of global mass media discourse analysis for assessment of manipulation and persuasion

The report is dedicated to the problems of rhetorical analysis of mass media communication in the epoch of information civilization and communicative turn in social sciences and humanities that we are witnessing today. The idea of rhetorical and hence hermeneutic techniques elucidating core senses in mass media communication must be fully developed to help reveal stereotypes that some-times are far away from reality. The report sheds light on the portrayal of social phenomena in mass-media and exemplifies the rhetorical analysis of the texts of mass media. The conclusions the author comes to concern the use of clichés, of axiological vocabulary, of euphemisms and periphra-sis, of repetitions as the linguistic features of this discourse that help convey stereotyped perception of certain social events in electronic media. There exists dire necessity to master rhetoric as the means against manipulation in electronic media.