The Discourse of Power in the Modern World: Socially Oriented Communication of the Spanish Monarchy

Abstract

Within the framework of institutional political communication, the monarch’s discourse as a linguo-social category is thought to be an important type of social and political interaction between various social strata, aimed at regulating it and achieving the consent of all its participants. Due to the general trend towards the democratization of social relations in the modern post-industrial society, its texts necessarily contain a social component that reflects the historical context of the country. The article deals with the social dimension of new Spanish monarch´s public speeches that relate to the institutional communication and are published on the website of the Spanish Royal House in 2020-2021. The article examines the means of ideological (ideologeme) and emotional (social empathy markers) influence related to the significant categories of the socially oriented discourse of the Head of State, and also analyzes the forms used to establish a harmonious human relationship with the national audience. According the present study findings, it can be concluded that the last two years, marked by global challenges for all mankind (coronavirus pandemic, climate change), the communication of the new Spanish monarch Philip VI can be called a socially oriented discourse which has a certain set of ideological and formal means subordinated to this task.

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