Levels of Actualization of Individual Conceptual Sphere in the Presidential Discourse
This paper studies the manifestation of the social side of the language identity, namely, specifics of the president and the implementation of his/her institutional role through the interaction of the characteristics of personal and political discourses on different levels: rational - through the use of argumentative tactics and strategies; appeal to precedent historical events, names and other signs and codes of culture, and personal-emotional level -the use of metaphors, affectives and other units of the emotive code.