Lietuvos politinių lyderių retorikos savirefleksijos: 2015 metų tiesioginių merų rinkimų atvejis

LTStraipsnyje kalbama apie politiką, kaip komunikacijos lyderį. Aptariamas politiko, kaip kalbėtojo, įvaizdis televizijoje. Šiame straipsnyje politika traktuojama kaip pasitikėjimo kūrimas. Politikos neįmanoma kurti be kalbos, kuri yra jos gyvybės šaltinis. Gebėjimas pasitelkus žiniasklaidą perduoti manipuliacinius (angl. spin) pranešimus, lėmė nepasitikėjimą lyderiais. Politikai ir patys neslepia, kad naudojasi kitų žmonių sukurtomis kalbomis, vartoja specialiai jiems parinktus žodžius, tačiau politinis kalbėjimas, turint omenyje retoriką, sėkmingas bus tik tada, kai auditorija pamatys ir išgirs politiką, kuris ir savo balsu, ir išore perduos susikurtą įvaizdį. Retorika apibūdinama kaip galimybė konkrečiu atveju taikyti turimas įtikinėjimo priemones. Atlikto kokybinio tyrimo duomenys atskleidė, kad Lietuvos politikos lyderiai retorinei persvazijai (įtikinimui) pasiekti televizijos debatuose su auditorija projektuoja kalbą, kuri yra trumpa, aiški ir suprantama plačiajai auditorijai. Informantų patirtys rinkiminiuose debatuose retorikos aspektu nagrinėtos remiantis Aristotelio išskirtais trimis klasikiniais būdais (apeliacijomis): ethos, logos, pathos. [Iš leidinio]

ENThe direct election for mayor in 2015 in Lithuania actualized a specific political leader rather than a party. The politician’s language has become an essential electoral tool in the public space. The most important thing for the candidate to the mayor during television debates was to create an image of a persuasive speaker in order to secure public support and to be entrusted with the power. The article reveals a politician as a communicative leader, and the image of a politician as a speaker on television is discussed as well. In this study policy is understood as the creation of trust. It is impossible to develop policy without the language, which is the vital source of policy. Knowledge of how to use media to communicate the "spin" (or manipulative) messages has complicated trust in the leaders. This article analyzes the problem – What kind of rhetoric is formed by politicians’ communicative leadership in Lithuania? In order to address the problem the following objective was established – to reveal the rhetorical self-reflections of Lithuanian political leaders in television debates of 2015 during the direct election of mayors. This article is based on the following research methods: the analysis of scientific literature, synthesis, generalization, observation. Qualitative research has been conducted. Interviews with candidates for the major of major Lithuanian cities and mayors who have already won the election took place during May 2015 – April 2016. The informants’ electoral debate related experiences with respect to rhetoric have been analyzed, referring to the three classical modes (appeals) – ethos, logos and pathos, defined by Aristotle.Results of the conducted qualitative research revealed that, aiming to achieve rhetorical persuasion, during television debates with the audience Lithuanian political leaders have designed a language which is short, clear and understandable to a wide audience. In order to achieve rhetorical persuasion, mayors and candidates for mayors of major Lithuanian cities create the image of a politician-farmer, a politician-worker, a politician-inspirer, a responsible politician, a politician-fighter. The above mentioned images symbolize the present political identities, by which they seek to "respond" to the followers’ hopes and expectations, i.e. to resonate the followers’ problems. During television debates, in order to gain an advantage over their political opponents, a very severe and straightforward criticism towards the opponents is used in Lithuania. There is no time left for addressing the ideas and values. [From the publication]