Voloshchuk, IrynaGlinka, NataliiaUsyk, Galyna2023-08-302023-08-302023Voloshchuk, I. Аксіологічний вимір вищої освіти України як чинник впливу на її розвиток / Voloshchuk Iryna, Glinka Nataliia, Usyk Galyna // Advanced Linguistics. – 2023. – № 11. – Pр. 6-15.2617-5339 (Print)2663-6646 (Online)https://ela.kpi.ua/handle/123456789/59686The article presents a multimodal study of leadership language on the example of Ukrainian president Volodymyr Zelensky’s speeches. The significance of the article is determined by the need to investigate the strategy of the modern political narrative of the leader by creating frames and its implementation in both the national and foreign mass media landscapes. The work analyzes how media coverage of Zelensky’s orations constructs frames of the Russian-Ukrainian war viewing. How media (using a mechanism that allows creating a new psychological frame to expand their perception) reframes the outlooks by imposing a specific interpretation onto events. As a result of both textual and visual analysis of Zelensky’s video messages, it is evident that to achieve the communicative goal, the President uses a complex system of argumentation schemes (from the sign “argument from the sign”, by analogy “argument by analogy”, cause and-effect relationship). Numerous strategic and tactical communicative techniques and tools (metaphors, metonymies, epithets, comparisons, allusions, means of stylistic syntax) aimed at creating a frame of Ukraine and shaping its identity allow his speeches to sound clear and convincing.enperformative strategiesreframingargumentationemotional resonanceperlocution effectleader’s rhetoricперформативні стратегіїрефреймінгаргументаціяемоційний резонансефект перлокуціїриторика лідераArticlePp. 6-15https://doi.org/10.20535/2617-5339.2023.11.2754110000-0002-1487-47320000-0001-7249-36150000-0003-1666-7670