Key to Power (Archetypal Patterns of Political Rhetoric)
The term of communication patterns considered by modern scholar not only as a psychological phenomenon but as a linguistic concept. According to the author the patterns of political rhetoric can be closely linked to the cultural context and they have often the archetypal character. The article explains the understanding of certain rhetorical patterns as a repeating pattern of keywords and linguistic structures inherent in the speech of a politician, analysis of the key verbal patterns of Russian leaders and traced them embodied cultural archetypes.