Manipulative potential of the neoderivative yazhemat’

Abstract

This study analyses the manipulative potential of the neo-derivative yazhemat’ (English helicopter mother, overanxious mother) as a representative of holophrastic formations constructed according to the pattern "subject + intensifying particle zhe/zh (English after all) + another subject". Using materials (blogs, forums, and social networks) from the Russian-language part of the internet, we identified the high productivity of such constructions in the informal environment of the Runet. Such patterns reflect the current development trends of the Russian national language. Moreover, they can influence communicative practices beyond the internet. The use of purposive sampling, componential, and interpretive analysis enabled us to systematise the structural and functional features of neoderivatives. The neoderivative yazhemat’ was found to function as a linguocultural type with an exaggerated communicative component. The yazhemat’ semantics are characterised by a stable negative evaluative component associated with such connotations as egocentrism, aggression, and disregard for social norms. The key result of the study was the classification of seven manipulative strategies used by individuals with this personality type. The strategies include pressure through the maternal status authority; ignoring the interests of others; emotional blackmail; aggressive defense of positions; making negative assessments of other groups (e. g., the childfree); insults and dehumanisation; a self-confident disregard for reality. These strategies were shown to be aimed at asserting social dominance through the exploitation of traditional values (motherhood) and the manipulation of guilt feelings. We also discuss possible grammaticalisation of the components yazhe, tyzhe (English After all, I am / you are…) into free morphemes. The study demonstrates how linguistic innovations become a social manipulation tool. Additionally, it reveals the connection between word-formation processes and the transformation of cultural stereotypes in modern Russian society.