The use of manipulative strategies and tactics for the transformation of stereotypical ideas in the British mass media discourse

The article aims to investigate the manipulative technologies’ impact on the functioning of stereotype in mass media discourse. We analysed 200 fragments of discourse containing stereotypes employed in verbal manipulation. The study has shown that verbal manipulation in the British mass media discourse has four aims with reference to stereotypes: (1) forming a stereotype; (2) fixing an already existing stereotype; (3) fighting a stereotype; (4) transforming a stereotype. Stereotype-oriented verbal manipulation employs two manipulative strategies: the strategy for decline and the strategy for increase. The strategy for decline is used for fighting a stereotype and forming a new stereotype. Either the strategy for decline or the strategy for increase is used in fixing an already existing stereotype depending on the fact whether it is a positive stereotype or a negative stereotype that is confirmed. The combination of two strategies in the sequence “strategy for decline strategy for increase” is used in transforming a stereotype. First of all, an existing negative stereotype is debunked by means of the strategy for decline. In this case the strategy for decline is directed against the stereotype itself. After that a new positive stereotype is embedded in the mind of the addressee of manipulation by means of the strategy for increase. The strategy for increase is directed at the group of people in relation to whom an attempt to substitute a positive stereotype for a negative stereotype is performed. The study has revealed that the strategy for increase and the strategy for decline use several tactics specific for either each or both strategies. The tactic of positive evaluation and the tactic of euphemization are specific for the strategy for increase. The tactic of negative evaluation, the tactic “us vs. them”, the tactic of disphemization, the tactic of hyperbolization, and the tactic of depreciating the opponent’s opinion are specific for the strategy for decline. Both the strategy for increase and the strategy for decline use the tactic of (pseudo-)scientific justification, the tactic of substitution of concepts, and the tactic of detailed explanation. The analysis of manipulative processes in reference to stereotypes in the British mass media discourse has revealed a considerable transformational quality of stereotypes (82% of analysed stereotypes have been discriminated or transformed). Stereotypes are becoming less rigid and more flexible. The “us” area is gradually growing, thus moving aside the “them” border. The authors declare no conflicts of interests.

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