Vladislav Milanov
Sofia University
https://doi.org/10.53656/for23.602nabl
Abstract. The article examines the use of clichéd expressions in the political speech in Bulgaria and Romania. Basic theoretical concepts about the essence of the cliché as semantics and as a structure are analyzed. Linguists’ views on the differences and similarities between stamp, cliché and pattern are presented. On the basis of excerpted material from the public speech in the two Balkan countries, conclusions are drawn related to the use of the cliché in the political speech which is more specific than its use in other spheres of communication. In public political speech, the cliché develops some additional specifics, subject to the pragmatics of political communication. The discrepancy between the political speech expressed through clichés and the reality it names and creates is considered a particular problem. The article supports the idea that this is one of the reasons why the cliché has become a convenient speech strategy in political speech, because this is how correct grammatical constructions are created which, however, are often devoid of content power or convey the content of the statement unconvincingly and without stylistic coloring. It is also possible to hypothesize that all these features of the cliché make it a convenient communication strategy and part of the political jargon in both countries.
Keywords: public speaking; communication and manipulation; desemanticisation; cliché; template
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