THE TACTICS OF GENDER CONFRONTATION IN DONALD TRUMP`S COMMUNICATIVE STRATEGY (ON THE 2016 ELECTION CAMPAIGN MATERIALS)

Abstract

The main purpose of the research is to define the key communicative strategy of the 2016 presidential election campaign winner Donald Trump and analyze its gender confrontation tactics. Based on the collected empirical material it was proved that the politician often consciously breaks the norms of political correctness. The fact that his main opponent is a woman, Hillary Clinton, might be one of the core reasons for the gender confrontation present in his political speeches. The article shows the examples of the political correctness norms violations based on the gender principle and analyzes the politician`s vision of a woman and her role in the society. The research proves that in his speeches Donald Trump reveals three main female stereotypical roles – a beauty, a wife / mother and a material object. All these contradicts both, the norms of political correctness and gender-neutral principles of political communication in modern democratic countries. The tactics of gender confrontation in Donald Trump`s speeches is realized via means of subjective modality and evaluation, stylistic devices such as irony and rhetorical questions. According to the research, the politician prefers informal communicative style and constant shortening of the social distance with the audience.