Abstract

The article discusses the cognitive-linguistic technique of frameshifting and its potential for deliberate impoliteness in antagonistic politically charged discourse. Frameshifting involves the construction of utterances in such a way that their comprehension involves two stages: the reader is first led to invoke one mental frame and then is forced to discard it and to invoke a different frame, with the final message being deliberately insulting. The article demonstrates that frameshifting, which has been studied predominantly in humorous discourse, can also be used in aggressive communication to intensify the insulting potential of utterances and to simultaneously increase prominence and memorability of the message. The article argues that the effects of impoliteness can depend on the manner of expression, and if the speaker chooses a particularly innovative and conspicuously intentional means of expression, the intent to insult comes to the forefront, the insulting meaning is amplified, and the resulting negative message is strengthened.