NEW POLITICAL PARTIES OF SPAIN: INNOVATIVE GAMES OF NAMING

Abstract

At the present stage of the development of society, politics is deeply integrated into the communicative space of media discourse and is affected in the information environment. Te connection between language and politics is inseparable, since political processes are constituted by language, and political action is a verbal action. Reflecting and modeling the world around us, media discourse encounters the need to name new realities and new actors that appear in the developing reality. Te article is devoted to the study of current trends of the name-formation of new political parties in Spain within the framework of the discursive and cognitive approaches. In modern Spanish reality, where political discourse is treated not so much as a communicative strategy, but as a purposeful social action, the name of the party becomes part of the political game. Specifcs of political naming is its double identifcation: on the one hand, the name should fully represent the party itself, and on the other, associate it with the part of electorate whose interests it protects. Te efciency of the party’s name, dictated by the degree of its pragmatism, performativity and empathy, determines the special role of parties as key actors in the national political space.