The article is dedicated to the analysis of the phenomenon of politicization of non-political content in contemporary public communication. The relevance of the study is caused by a persistent trend observed in Russian political talk shows: the involvement of elements from everyday, spiritual, cultural, and social spheres to achieve the goals of political discourse and to transmit ideological attitudes to the mass audience. The subject of the study is the linguo-discursive mechanisms that ensure the integration of non-political meanings into political polemics. The aim of the work is to systematically identify and analyze the techniques through which these elements are adapted for the argumentation of political positions and for enhancing suggestive impact. The article examines in detail such tools as the metaphorization of everyday concepts, appeal to historical memory and cultural codes, as well as the use of precedents, which allows for the identification of patterns in the transformation of neutral topics into instruments of political dialogue. The methodological basis of the research consists of discourse analysis, content analysis, and a pragma-linguistic approach, which allows to examine the phenomenon in the unity of linguistic, communicative, and ideological aspects. To describe specific linguistic phenomena (metaphors, analogies, precedent phenomena), methods of interpretative analysis are applied. The scientific novelty of the work lies in the comprehensive description of the phenomenon of non-political content in political discourse as a stable communicative strategy of contemporary Russian media discourse, as well as in identifying specific linguistic markers that facilitate the transfer of value and semantic dominants from various spheres into the realm of political communication. As a result of the study, it was established that the dominant technique is allusion, primarily realized through reference to precedent phenomena and precedent situations. According to the semantic criterion, non-political inclusions are classified into literary, historical, humorous, song-related, and everyday categories. From a pragmatic perspective, it is proved that these techniques serve key communicative strategies of television polemics: strategy for enhancement (realized through "plus" presentation and analysis tactics), strategy for reduction (through "minus" analysis tactics), and strategy of theatricality (through ironic tactics).
Margarita Mihailovna Binshtein (Sun,) studied this question.