Динаміка стратегій самопрезентації Бориса Джонсона в британському медіадискурсі

від “інтелектуала-провокатора” до “світового лідера”

Abstract

The article deals with Boris Johnson's self-presentation strategies within British media discourse, specifically within his preface to “Lend Me Your Ears” (2003), his inaugural “doorstep speech” as Prime Minister (July 24, 2019), and his policy interview for the Center for European Policy Analysis (2024). The investigation is carried out within the framework of David Jolliffe’s rhetorical scheme and Thomas Huckin’s Critical Discourse techniques (CDA). The transformation of Boris Johnson's persona—from an "intellectual provocateur" to a "global moral authority" is viewed as his adaptation to the global challenges, which is well in his idiolect. The changes in his political stance present a specific shift from journalistic provocation and executive statesmanship amidst contemporary global exigencies, most notably addressing the consequences of Russian aggression against Ukraine and strengthening the Euro-Atlantic security architecture.

Discursive strategies: a key role is played by the strategy of legitimizing the political course through an appeal to British national exceptionalism. The study reveals the use of a positive self-presentation strategy, which combines features of elite and populist discourses, allowing the speaker to interact effectively with various social strata.

Rhetorical profile: the investigation highlights the skillful use of the rhetorical triangle (ethos, pathos, logos). Boris Johnson builds his ethos on a combination of classical education (active use of Latinisms and literary allusions) and intentional eccentricity. Pathos is realized through the extensive use of irony and humor as a means of neutralizing the critical discourse of opponents.

Communicative goal: the pragmatic construction of the "new Churchill" persona serves as a tool for legitimizing power in the context of post-Brexit and global crises.

Discursive practice: focusing on the concept of “Global Britain,” where the rhetoric of provocation gradually gives way to a statesmanlike narrative.

Conclusions: a critical analysis of textual structures highlights the high adaptability of B. Johnson’s linguistic personality. His individual rhetorical flexibility is strategically employed to realign the audience's value orientations and maintain dominance within the political field.