Інавгураційна промова президента як дискурсивне втілення ціннісних соціально-політичних ідеологем

In this article, we focus on political discourse as a means of disseminating and reinforcing the ideologies of the ruling elite, which establish the socio-ethical and value parameters of society as a whole. As an effective tool of political communication, political discourse significantly influences the cognitive and value orientations of the electorate, shapes public opinion, and frames the perception of events and facts within a proposed axiological system. Among the various genres of political discourse, the inaugural speech is particularly noteworthy due to its rich expression of the values proposed by each president upon taking office. We analyzed the inaugural speeches of three presidents — Donald Trump, Emmanuel Macron, and Volodymyr Zelensky — to examine how they verbalize and pragmatically deploy national-cultural, socio-political, and spiritual-ethical values specific to Americans, French, and Ukrainians. Using the cognitive-pragmatic modeling methodology for inaugural speeches developed in 2017, our analysis revealed both common and distinctive values across the speeches. Common values included French «l'égalité», English «equality/egalitarianism», and Ukrainian «рівність / справедливість». The overarching value in all three speeches was «responsibility», which was interpreted differently by each president: in Donald Trump's speech, it was «the responsibility of the United States for the future of the world»; in Emmanuel Macron's, it was «the responsibility of France to Europe for the future»; and in Volodymyr Zelensky's, it was «everyone's responsibility for the destiny of Ukraine». A nationally specific value highlighted in Zelensky's inaugural speech was «Ukrainians acquiring a European mentality», a notion articulated for the first time in his address.