Persuasive Role of Ethnonyms in Spanish Electoral Discourse

Abstract

 The article examines the persuasive impact of ethnonyms and ethnic categories on the voters in Spanish electoral discourse. In the modern world, the mechanisms of political communication are generating a growing interest. It is explained by the influence of political processes on all spheres of society, the fate of peoples and entire states, and the interests of every citizen. Therefore, political problems remain relevant at all times. The important role of electoral discourse, which has a pronounced persuasive effect on the voters, should be highlighted. When struggling for power, leaders and representatives of Spanish political parties, naturally, strive to establish trust, exert a certain emotional impact on potential voters and induce them to make the “correct” electoral decision, i.e. to vote for their party. It should be noted that persuasiveness has not only an argumentative, but also a manipulative component, forcing an addressee to act in the interests of the sender of the message. One of the persuasive speech mechanisms of Spanish electoral discourse is the use of ethnonyms in the election programmes of political parties. Ethnonyms contain valuable historical, ethnographic, cultural and linguistic information and, accordingly, cover the religious, cultural and historical spheres, as well as play an important role in intercultural communication. Ethnic identity includes the desire of peoples to preserve their identity, the uniqueness of their culture, language and worldview. Ethnonyms allow native speakers to identify their own traits and stereotypes. The essence of cultural, spiritual and political life is revealed through language. Thus, the study of ethnonyms and ethnic categories, as well as their functions in political discourse, is an urgent task of modern linguistics.