REPRESENTATION OF REGIONAL IDENTITY IN PRE-ELECTION POLITICAL POSTERS
The article explores the discourse strategy of actualizing regional identity based on the pre-election political posters. A discourse strategy is implemented using a repertoire of tactics, including the tactics of identifying with the region, the tactics of announcing actions aimed at developing the territory and the tactics of unification. The author presented 2 groups of regionally determined components: verbal, expressed in the text of the poster; non-verbal, expressed in the features of the graphic design of the poster. With the help of a political poster, used as a key communication channel with the inhabitants of the region, the axiological attitudes and value orientations of a person are recorded for a certain period. The study was carried out based on the application of the postulates of discourse analysis and the axiological approach to the study of cultural texts, as well as the understanding of a political poster as a multimodal text.