Reframing as a Factor of Discourse Efficiency in Political Discourse of the Spanish Party Podemos

The methodological combination of contextual, linguocognitive, lexico-semantic, discourse and frame analysis tools provides an opportunity to present an integrated study of the Spanish party Podemos communicative strategy basing on its key messages from 2014 to 2019. The study assesses the systemic laws of the impact of cognitive-discursive techniques, that interpreter exercises over the individual and collective cognitive space of target groups, as well as interconnections and interactions that determine the dynamics of communicative intentions and pragmalinguistic mechanisms that lead to the implementation of necessary social actions. The article reveals the dependence of Podemos on the reframing technique in accordance with the pragmatic framework and meaningful function of the current socio-political context in order to increase the effectiveness of key messages to strengthen the support of the electorate. The hypothesis of the conditionality of the discursive change of the frame is confirmed by Podemos determination to transform an unfavorable communicative situation in favor of the addresser. The frequent indicators of the reframing procedure are the use of basic concepts and metaphorical models of antagonism, multilingual and gender-marked references, and contrast statistics. The achievement of illocutionary goals and speech power intensification of the Podemos discourse are determined by constructing the image by building certain sequences of speech acts - representatives, commissives and directives - that guarantee independent shaping of assessments in the consciousness of the addressee. Particular attention is paid to the analysis of combinations of discourse pragmalinguistic parameters, such as performance, empathy and manipulation, thanks to which Podemos incorporates effectively and organically its own discourse into the public agenda with an eye to the subsequent dominance of the previously defined picture of the world in the minds of voters.

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