Language means of manipulation in advertising on Ukrainian Telegram channels

Abstract

Background. With the increasing access to the internet among Ukrainians, mass media is transitioning from traditional methods of disseminating information to modern ones, such as social media channels and chatbots. This article investigates the linguistic tools of manipulation in advertisements on Ukrainian Telegram channels, focusing on “Times of Ukraine”, “Real Ukraine | Radar Alarm”, and “HK Kyiv”.

Methods. The study encompasses over 950,000 word usages, including 1,200 advertising announcements, analyzed through linguistic research methods of analysis and synthesis.

Results. The research identified consistent use of directive style, emotionally charged lexicon, iconic signs (emojis), appeals to authority, omission of primary sources, hyperbolization, capitalization (writing in all caps), bold highlighting of certain phrases, implications of fear and urgency, calls to action, and persuasive tactics through quantification (in case of presenting statistical data) by the authors of the advertising texts. Emotionally charged language was a characteristic feature across the corpus.

The authors frequently utilized affective lexicon that resonates with the audience's feelings, enhancing the persuasiveness of the messages. Furthermore, strategic appeals to authority through references to influential figures or institutions were identified as tactics to establish and/or strengthen trust in the information source. The analysis also revealed an overuse of the technique of omitting the primary source by the authors, which undermines the credibility of such messages. The study also demonstrated the use of hyperbolic expressions designed to create an enhanced sense of urgency and compel the reader to act in favor of the Telegram channel.

Conclusion. The findings highlight the need to increase the level of media literacy among digital content consumers. The implications of these findings are manifold. Not only do they shed light on the rhetorical sophistication within social media landscapes, but they also provide empirical data to inform the development of educational initiatives and digital tools aimed at empowering users to navigate the complexities of online information. The research thereby contributes to the growing body of knowledge in cognitive and behavioral responses to online communication, underpinning strategies for resisting manipulative messages and fostering information hygiene in the digital age.

Information about the author:

Taras Holota – PhD student of the Department of the Ukrainian Language and Applied Linguistics; Educational and Scientific Institute of Philology; Taras Shevchenko National University of Kyiv (Ukraine).

E-mail: taras.holota@knu.ua

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SOURCES OF ILLUSTRATIVE MATERIAL

HC Kyiv, from https://t.me/joinchat/AAAAAFRlCKwVZLRkEQPdEg [in Ukrainian].

Real Ukraine / Radar Signal UA, from https://t.me/joinchat/l2TNexCNI 6YzZDIy [in Ukrainian].

Times of Ukraine, from https://t.me/joinchat/316JiBCDCgljMzEy [in Ukrainian].