LANGUAGE AND POWER: ANALYSING THE USE OF LANGUAGE IN POLITICAL DOSCOURSE AND MEDIA .

Language is used in political speeches and declarations. By exploiting language's expressive potential and changing words to suit their goals, politicians can use language to their benefit. Language and power are two different domains. However, because language is a tool for communication and power acts as an organizing principle in all societies, sociolinguistics has turned language and power into a field of study. Through an analysis of language use in political discourse and the media, this study seeks to understand the precise link between language and power. This study aims to identify language tactics used in media narratives and political communication, look at the role language plays in the establishment and reversal of power structures, also examine how language shapes political ideology and public perceptions. This research identified the several language tactics employed by those in sought of power and its influence on the citizens. The rhetorical devices language tactic, as well as the emotive language, loaded language, euphemisms and dysphemism, as well as framing language tactics and slogans with catchphrases were some of the major language tactic identified in the speech analyses carried out. Language used by the news media impacts public perception. They use a variety of techniques to affect how the audience interprets and perceives what is happening. Linguistic strategies have the ability to both upend and strengthen established power systems. In addition to empowering disadvantaged voices, opposing oppressive systems, and redefining societal norms, they can also be used to legitimize inequality, maintain stereotypes, and manipulate public opinion. Keywords: Language, power, media, political, communication, speech, public, perceptions