The article deals with the methods and techniques of formation of a negative political image on the basis of the articles about D. Trump in American mass media. ; В статье рассматриваются способы и приемы формирования негативного политического имиджа на примере статей о Д. Трампе в американских средствах массовой информации.
The study is devoted to the problem of efficiency of business communication, and specifically, to the anal-ysis of factors and risks leading to communicative failures in political discourse. The paper considers theoretical approaches to the definition of a "communicative failure", as well as linguistic and extralinguistic factors that lead to it. The authors have analyzed public speeches of politicians, which resulted in misunderstanding between the speaker and their audience, negative assessment of professional competence of the politician and their public rating decrease among the population, and, in some cases, the end of their political career. The comments of users to video speeches of politicians have been studied, on the basis of which the conclusion about the reaction of the population to speech failures was made. On the basis of the results of the given analysis, the authors suggest a classification of the causes of communicative failures which include the unjusti-fied use of vocabulary of lower style, the switch to slangy style of communication, pleonasms, and lexical and orthoepic er-rors. ; Статья посвящена проблеме эффективности деловой коммуникации, ведущей к коммуникативным неудачам в политическом дискурсе.
