THE EMOTIONAL UNIVERSE IN MEDIA DISCOURSE. PERSUASION

Alina LOPATIUC Universitatea de Stat din Moldova

Abstract

The discourse has become, last time, a key concept of linguistics. It correlates with other sciences like sociology, communication theory and psychology. Media discourse acts on social life every day. It presents and provides different topics of articles, advertising and debates, which also involve emotional universe diversification. The emotional universe includes all the emotions, attitudes and emotional states and also the manipulation and persuasion. Discursively, manipulation generally involves the usual forms and formats of ideological discourse, such as emphasizing our good things, and emphasizing their bad things. At all these levels of analysis it is shown how manipulation is different from legitimate mind control, for instance in persuasion and providing information. Keywords: discourse, persuasion, emotions, manipulation, mass-media, communication, advertising.