Фразеологія як відбиття національної ідентичності в мас-медійних координатах

The article analyzes Ukrainian phraseology in the context of broad approach adopted in world stylistics. Phraseologisms are considered in mass consciousness as: (a) verbalized identifiers of national culture; (b) markers of social transformations in Ukraine; (c) conceptual ideologues of political processes. A new viewpoint on phraseology is formed in the context of neolinguistics – a conditional combined nomination of innovative linguistics directions with new views and ideas that are relevant today. Due to the fact that phraseology is a complex fragment of language picture of the world, it actually expresses material and spiritual culture of people. It is through mass communication that phraseologisms play a leading role in identifying national and cultural features. The author expands functional limits of phraseological picture of the world and clarifies the concept of phraseological stylema (by B. Toshovich). Phraseostylems become especially relevant in mass media texts if they are of a certain conceptual nature. This particularly applies to: (1) usus phraseology; (2) transformed phraseology; (3) new phraseology. The concept of media phraseological picture of the world is developed, which is understood as verbalization of conceptual picture of the world that is manifested in dynamic accumulative processes of information in mass consciousness and serves as its transponder in public communication. The conclusions drawn will help to identify a Ukrainian media text among other media texts through a phraseological resource. When considering a media phraseologism as an identifier of Ukrainians, its cultural specificity is taken into account, especially when it comes to mass communication. The author believes that in the process of scientific interpreting of traditional phraseologisms in media or their transformed analogues national specificity of communicators should be taken into account, which is primarily related to the background knowledge as well as historical and cultural processes.