Self-characterization is an example of a widely used rhetorical tactic used in internet media to persuade the audience. The aim of our study was to investigate the functioning of this rhetorical tactic in American and Russian internet media publications dealing with the issue of political crisis in Ukraine (2014—2018). The goals of our study were: 1) to define a rhetorical tactic of self-characterization; 2) to describe the functioning of this tactic in American and Russian political discourse.
We observe self-characterization as a rhetorical tactic used to persuade the audience by making a reference to the author’s personal or professional qualities, or reputation. An important aspect in analyzing the functioning of self-characterization in American and Russian publications is the identity of the author which is determined by the author’s cultural, national, historical and personal background.
We have found that American and Russian authors use similar rhetorical techniques to implement the tactic of self-characterization. These techniques include: presenting oneself as a supporter or an opponent of a point of view or policy; a reference to one’s successful or unsuccessful experience; understatement of one’s personal or professional qualities; presenting one’s competence and proving it with facts; creation of negative associations; invoking specific values, and other techniques.
To implement these techniques the authors can use different linguistic markers. For example, the technique of creating negative associations by giving author’s personal opinions can be implemented using the words with negative evaluation (e. g. harsh, притеснение), negative idiomatic expressions (e. g. to bite off more of Ukraine, вранье чистейшей воды), the intensifiers (e. g. ever, разумеется), the superlative and comparative degree of the adjectives (the dumbest, более жесткие), negation and other linguistic devices. To make a reference to one’s experience the author can use, for example, ordinary narration (e. g. I opposed expanding NATO toward Russia, я оказывал Новороссии гуманитарную помощь) and the phrases expressing the knowledge or experience of the author (e. g. знаком не понаслышке).
One of the major differences between American and Russian authors in this respect is the tendency to invoke different values to influence the feelings of the audience. For example, American authors often allude to such values as democracy and freedom, and Russian authors more often invoke the values of patriotism, Russian identity and family.