This research is dedicated to the study of Elon Musk’s personal brand. Communicative and linguistic devices used by Elon Musk to build, maintain and boost his personal brand, as well as to counter threats to its status, were analyzed on the basis of Twitter and online publications within the framework of the present research. The study traced the conflict between Elon Musk and short sellers with the participation of the US Securities and Exchange Commission and proved that regardless of the financial losses and legal challenges the businessman faced, the reaction of Elon Musk’s followers was mostly positive due to the effective brand-building techniques employed by Elon Musk. The conducted Twitter analysis dealt with both Elon Musk’s personal publications and the responses of his followers, and found that the main linguistic and communicative devices of Elon Musk’s personal branding were provocative tweets, popular culture references, connotatively charged notions, irony, allusions, acronyms and wordplay. As part of the present research, we studied how the linguistic phenomenon shaped reality, as Elon Musk took a literary technique and used it as a real-life enhancement of his personal brand. According to the results of the research, these devices were aimed at reinstating the credibility and authority of Elon Musk’s personal brand, attracting the attention of the followers, winning their support and counterattacking the opponents in order to re-establish a powerful personal brand. The research proves that these devices found positive response among Elon’s followers and had a positive effect on his brand attracting attention and boosting popularity and recognizability of Elon Musk’s personal brand.
This article is devoted to the study of manipulation strategies, used in Donald Trump's speeches in 2018-2019. The identified manipulation strategies were classified according to the perlocutionary effect. The strategies of downshifting, upshifting and neutrality were singled out and analyzed. It was shown that the strategy of downshifting is used to create a negative image of the objects, to undermine their prestige and authority, to show their negative sides and criticize them, to make the objects lose face and influence their actions by means of public opinion and threats.Within the scope of the strategy of downshifting, the tactics of negative connotation, the tactics of insult, the tactics of accusation and the tactics of threat were studied. It was found that in Trump's speeches, the strategy of upshifting is used to create a positive image of the objects, to boost their prestige and strengthen their authority, to show their positive sides and advertise them, to preserve the face and improve the public opinion by means of refuting criticism and self-justification.The strategy of upshifting involves the tactics of positive connotation, the tactics of presentation, the tactics of the positive self-representation, the tactics of refuting criticism and the tactics of self-justification. The strategy of neutrality is used without giving any negative or positive characteristics of the object. It was found that not all tactics are used by Mr. Trump in the researched speeches, the two dominant ones being the tactics of informing and the tactics of delimitation.
This research is dedicated to the study of the main communicative trends and linguistic specificities of Elon Musk’s personal branding. The paper analyses over 500 Tweets posted by Elon Musk in his personal Twitter account throughout 2020 and classifies them into 7 categories according to their communicative aim with regard to brand-building. According to the results of the analysis, informative, advertising, self-promotion, provocative, entertaining, bonding and saving face Tweets were singled out. We examined each group separately, tracing their influence on building, maintaining or boosting Elon Musk’s personal brand, as well as on countering threats to its status. The study analyses the most representative examples of each group and explains their role in Elon Musk’s personal branding. As part of the present research, we studied linguistic devices employed by Elon Musk within the brand-building effort and concluded that irony, codeswitching, quoting, play on words, slogans, slang abbreviations / netspeak and extralinguistic signs are the main linguistic trends of his personal branding. The research proves that Elon Musk’s personal brand is consistent, competitive and shows high resistance to the attacks of adversaries on its status and to various challenges that could undermine its authority. The paper traces how Elon Musk uses his Twitter account to present himself as a visionary for space colonization and robotization, a member of geek and meme communities, to reinforce his image of bold, charismatic and influential businessman, who appreciates real talent and does not distance himself from common people and popular culture. The study reveals Twitter to be a powerful branding source, as it has wide outreach, real-world repercussions and global significance.
Building and maintaining a strong personal brand is nowadays one of the main means of achieving career success and recognition. Numerous scientific publications are devoted to the study of the concept of personal brand and strategies for its construction. However, the vast majority of studies consider personal branding as an economic and social phenomenon, neglecting its communicative and linguistic components. This article aims to expand the scope of personal brand research and consider its discursive component. On the basis of the analysis of Paulo Coelho’s publications on his personal Twitter page during April 2020 – May 2021, we identify the main communicative and linguistic tools of branding. According to the results of the study, the first group includes the following categories: appeal to authority, self-promotion, building close contact with the audience, references to cultural heritage, quantitative/statistical data, appeal to personal feelings, social responsibility, multiculturalism and multimodality. The second group includes the use of various languages and graphic systems, toponyms, the widespread use of aphorisms, allusions, quotations, slogans. The study shows the possibilities of using communication tools and linguistic devices of writer’s personal branding on Twitter.
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