PERSUAZIVLIK ARGUMENTATSIYA VA MANIPULYATSIYA O‘RTASIDA: MEDIADISKURSDAGI KOMMUNIKATIV-PRAGMATIK JIHATLAR

Abstract

This paper explores persuasiveness as a communicative-pragmatic phenomenon situated between argumentation and manipulation. In linguistic and media studies, persuasiveness is viewed not merely as information transfer but as a deliberate attempt to influence the recipient’s cognition, emotions, and behavior. It combines rational and emotional strategies, positioning itself as a balanced form of communicative impact that integrates elements of reasoning and affective appeal. Within media discourse, persuasiveness manifests through linguistic and paralinguistic means–such as modal and evaluative markers, discourse connectors, and visual or multimodal elements. The increasing personalization of journalistic genres, particularly in blogs and columns, amplifies the author’s subjective stance, transforming self-expression into a key persuasive tool. The study argues that persuasiveness in media texts functions as a dynamic mechanism that unites cognitive, emotional, and linguistic dimensions, enabling effective influence on public perception and opinion formation