COGNITIVE MODELLING OF EMOTION-TARGETED PERSUASION

COGNITIVE MODELLING OF EMOTION-TARGETED PERSUASION

Author:  E.N. Molodychenko

Affiliation:  National Research University Higher School of Economics (HSE)

Abstract:  Persuasion is known to be an amalgam of logic and emotion. Emotional response is viewed as triggered by certain elements present in a given text. 
This article suggests that one way to analyze specific textual structures targeting emotional cognition of the recipient is to view them in terms of verbalized prototypical scenarios. Prototypical scenario is a type of idealized cognitive model that is realized with minimal variations from the core in texts through specific lexico-semantic and grammatical choices in language use. Given these choices we can explain how exactly emotional response is evoked in the recipient.

Keywords:  political discourse, persuasion, prototypical scenario

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Pages:  78-85