Комунікативно-прагматичні засади сучасного журналістського дискурсу в аспекті аксіології

The article clarifies the constant and variable communicative-pragmatic features of modern journalistic discourse, which is formed by texts created taking into account the relevant areas of communicative activity of society, communicative situations and the dynamics of extralingual factors. It is shown that the content of the text is encoded by means of the national language, a common fund of knowledge of the author and the recipient, which is constantly expanding and changing. The function of influencing the mass consciousness of the society of modern WMCs is made possible by evaluative linguistic means, in the very nature of which the possibility of modeling not only reality but also the ideological principles necessary for the establishment of social thinking in society is inherent. Journalistic texts testify to the functioning of logical (rational) and emotional (irrational) evaluation. Logical objective thoughts, and emotional — the feelings of the subject to the object (person, object, phenomenon, event, etc.). Positive or negative semantic scale of evaluation of journalistic discourse is formed in accordance with certain social, national-cultural, moral values in society. The defining feature of the language of mass media is the functioning of evaluative transformed precedent expressions, which, ensuring the longevity of cultural and intellectual experience of the people, reflect trends in the semantic system of language and are synchronous time markers of social trends of the day. Negative evaluation in journalistic texts can acquire signs of language aggression — destructive use of expressive language means to express contempt, hostility, hostility, threats to the addressee. Its units are stylistically marked language means (invectives, crude expressions). Changing the value paradigm at the turn of the XX – XXI centuries affects the language consciousness of Ukrainians, causes the activation of clearly nationally marked units, intralinguistic search for techniques and means of creating journalistic flavor, the realization of the potential of the language.