MEDIATIZATION OF THE PMQS POLITICAL DEBATES: TRANSFORMATION OF THE SELF-REPRESENTATIVE <i>I + VERB</i> MODEL IN THE INSTITUTIONAL DISCOURSE OF BRITISH POLITICAL DEBATES
As the result of broader mediatization, the British PMQs has become the brightest rhetorical event in the British Parliament. However, the efforts of debate participants aimed at creating their own positive image have adverse results. The purpose of this study is to determine the way mediatization and accessibility of the PMQs affect the structure of the I + verb self-representative model in the Prime Minister's rhetoric strategy. Discourse analysis of Hansard official reports of debates held in the House of Commons demonstrates changes in institutional rhetorical strategies used by participants in the institutional discourse of parliamentary debates. The Prime Minister, as the Head of the Government and the Ruling Party, cannot avoid using rhetorical and communicative strategies that allow him to shape his own image as an independent politician. Thus, resorting to the self-representative model I + verb , the Prime Minister uses verbs of cognition and communication, rather than action verbs, tends to use a repetitive, narrative lexis that does not provide reliable factual basis, refers to his own words or words of other participants of the political discourse.