Positioning strategy as a means to influence British policy in negotiating position

Petrukhina Oksana Petrovna

The article is devoted to the attempt to comprehend the importance of the correct use of certain communicative strategies of British politics in the negotiation process. It is noted that positioning strategies in a certain way allow not only to understand the tactics of the opposite side, but also to determine for what purpose the interlocutor is affected and how to respond effectively to it. The article analyzes such methods of influence as appeal to value categories and expression of the author's initiative of joint action with the addressee. The author comes to the conclusion that the use of political metaphors by the British politician affects, first of all, the feelings of the addressee bypassing the requirements of the laws of logic.

Keywords:strategy, institutional discourse, positioning, argumentation, appeal, value categories, genre