Main principles of effective communication and stylistic peculiarities of English discourse on the basis of examples of modern political debates

Statement of the problem. Under the conditions of the globalization growing process, English language became one of the leading languages of intercultural interaction and under expanding the influence of the public information exchange it is becoming necessary to consider the modern political communication as the most effective kind of rendering lingocultural and lingosocial reality of western mentality. The special interest presents specific verbal and extra linguistic devices adherent to English political discourse and lingo-stylistic peculiarities of debates, the participants of which are certain representatives of a specific political establishment. Certain lexis and definite construction of pre-election speeches of American politicians have served as an object for the linguistic analysis and were the most effective in helping to influence the electorates’ opinion with the purpose of winning over the opposing party. From the position of discourse, debates reflect a dynamic process of linguistic activity imprinted into its social context. The corresponding constructions of discourse give the borders of communication and organize the way of thinking, cognitive and communicative activity, expressing the authority of the subject within the discourse and his managing and manipulation of the object. The purpose of the article is in pointing out some definite communicative and stylistic devices in the discourse constructions and building methods of lexicalgrammatical constructions for achieving the effectiveness of the communicative act in debates conducting technology. The methodology of study includes using the method of rhetorical analysis as well as content analysis of definite speeches by D. Trump and H. Clinton who participated in presidential elections during 2016. Also the method of the purposeful search for examples, used in different kinds of debates which represent a discourse as a complex communicative phenomenon. Research results. The researched linguistic material allows to conclude that there is clear correspondence of the used techniques, speech-cognitive patterns, technologies and strategies with definite political parties presented in the communicative field while conducting debates. The Democrats demonstrated the strategy of using “soft power” and appealing to the rational part of mind along with these tactics: “name calling” in which during the dispute the real names of existing people are drawn to call inner emotional reflection within the minds of electorate, tactic of “solidarization” in which the public representative correlates himself with the civic community and identifies it as a “big family” that has to have a leader with “true democratic values”. With a main motto of “Make America Great Again” republicans were following the line of aggressive strategy opposing the achievements of democrats. In the field of tactics there was appearance of ruthless attempts to get initiative advantage through blaming for ineffective migration policy, uncertain actions in the foreign affairs, on top of that the tactic of “playing on conflicts” to force the opposing figure out of balance was imposed. Speechcognitive patterns of each party reflected the character of the process of debates as well. Democrats neatly and methodically conducted the discussion, revealing their positions through well-made arguments, while republicans were constructing the image of a “self-made businessman” and built the verbal attitude according to the picture using simple sentences with repetitions, vulgar lexis towards the opponent, emotional extra linguistic signals and exploiting mistakes made in argumentative line of democrats for refutation. Conclusion. The technology of “debates” represents itself as a communicative event between a speaker, a listener (a viewer) in the process of communication within a definite time, space and other context. This communicative act can be oral or written and have verbal and extra linguistic parts which provide effectiveness in achieving persuasion.