FRAMING WITHIN H. CLINTON'S AND D. TRUMP'S POLITICAL DISCOURSE

The objective of the present study is to analyze the framing models within the political discourse on the basis of speech transcripts of D. Trump's and H. Clinton's speeches of both election and post-election periods. For analyzing the material, the following methodologies and methods are used: the descriptive method, cognitive discourse analysis and comparative analysis. By analyzing the framing models, we consider the tools the politicians use to achieve one main goal; that is to get the people to vote for the speaker. The success of handling political discourse encourages voters to make their choices either siding for one or refusing the other candidate. Research on the framing models on the basis of the US election 2016 is valuable from the linguistic point of view, as the candidates represent quite contrasting communicative styles and apply differing linguistic tools. Basing on G. Lakoff's cognitive theory, we may conclude that H. Clinton refreshes the Nurturant Parent Model during her speeches while D. Trump adheres to Strict Father Model. Keeping the particular model of framing, the speaker intends to gain the support and sympathy of the specific group of people. The Strict father Model represents the traditional world view metaphorically placing the ‘father' as an authority. Clinton, on the other hand, frequently resorts to the frames of ‘family', ‘home', ‘religion' and ‘work'. We also managed to identify the themes H. Clinton and D. Trump resorted to with the help of the Linguistic Inquiry and Word Count (LIWC) software that catеgorizes words into meaning categories. Accordingly, Trump's main focus is on the contrasts, such as “wrong-right”, “lose-win”, “poor-rich”. Opposing to Trump, H. Clinton refreshes more the notions of home, religion and family issues. The study reaches a conclusion that exercising power and maintaining solidarity with the listeners is correlated to some extent with the cognitive models that the politicians adhere to while conveying the messages. The practicаl significаnce is that the results of the thesis may be successfully used in the university courses of American Socio-Cultural Linguistics, as well as in the special courses on political studies.