RETHINKING DIPLOMATIC SPEECH: LINGUISTIC CHALLENGES AND POSSIBILITIES IN ARMENIA’S DIPLOMATIC SPEECH / ԴԻՎԱՆԱԳԻՏԱԿԱՆ ԽՈՍՔԻ ՎԵՐԱՆԱՅՈՒՄ։ ԼԵԶՎԱԿԱՆ ՄԱՐՏԱՀՐԱՎԵՐՆԵՐԸ ԵՎ ՀՆԱՐԱՎՈՐՈՒԹՅՈՒՆՆԵՐԸ ՀՀ ԴԻՎԱՆԱԳԻՏԱԿԱՆ ԽՈՍՈՒՅԹՈՒՄ

<jats:p>The main objectives of the research are to identify key linguistic features of diplomatic communication, analyze communicative challenges that reduce the international effectiveness of Armenian diplomatic speech, and explore strategies that could improve its persuasive and strategic impact. This study employs a qualitative discourse analysis methodology to examine the linguistic and communicative characteristics of Armenian diplomatic speech. The research is based on the analysis of selected public speeches, official diplomatic statements, and communication channels used by Armenian representatives in international contexts. The findings demonstrate that, although Armenian diplomatic discourse reflects traditional diplomatic principles such as neutrality and caution, it often lacks strategic framing, narrative coherence, and audience-oriented communication. The research concludes that strengthening clarity, more effectively integrating soft power, and connecting historical narratives with contemporary geopolitical and economic interests could significantly enhance the international resonance and effectiveness of Armenian diplomatic communication.</jats:p>