Аннотация
The purpose of this study is to examine the mechanisms underlying the development of social reality and national identity through rhetorical devices and perception models, focusing on how individual mental structures influence the interpretation of political and media texts. Particular attention is paid to the mechanisms by which discursive strategies shape cognitive models that affect public opinion and perceptions of power. The study analyses the discursive strategies employed in political speeches and media messages and their impact on the creation of cognitive projections within various social groups. Special emphasis is placed on linguistic personality and its role in structuring discourse. Various levels of audience perception of rhetorical devices and the corresponding reactions are also explored. A comparative analysis of the development of cognitive projections in political discourse reveals differences in the perception of information among various social groups.The results demonstrate that discursive strategies effectively shape social reality, legitimise power, and strengthen national identity. Cognitive projections created through metaphors, historical allusions, and other rhetorical devices guide public perception and facilitate the structuring of complex social phenomena. Linguistic personality plays a key role in the selection of discursive strategies, influencing the cognitive models created for the audience. Multi-discursivity enables leaders to adapt their rhetoric to suit the audience, creating cognitive models that support the perception of their authority as legitimate and trustworthy.