The Language of the Presidential Election Campaign in Ukraine

Abstract

The objective of the article is to trace and analyze Ukrainian language use in the recent presidential election campaign, paying particular attention to lexical innovations, neologisms, and satirical allusions. These changes are presented as the continuation of a steady process of democratization or liberalization of the Ukrainian language, a phenomenon some researchers previously attributed only to Russian. The language practices of the "Kuchma-Yanukovych regime" is presented and analyzed. The view of Yushchenko by his supporters as the narodnyi kandydat/prezydent (the people’s candidate/President) finds its antipode in political neologisms coined by Yanukovych’s camp (e.g., nashysty/nashysts’kyi), which were designed to attribute fascist tendencies to Yushchenko’s bloc, Nasha Ukraina ’Our Ukraine’. The egg farce during the campaign showed the vulnerability of Yanukovych’s camp to satire.

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