Semantic transformations of concepts oil and work in oil-extracting areas small press(by example of the newspaper Narymsky Bulletin)

Media concept oil has a strong world modelling potential in oil-extracting areas, in which the traditional peasant culture was primordial,such as Parabelsky Area of Tomsk. At present, the expansion of values of industrial and urban-focused mass culture by means of localmass media, caused by the objective social and economic circumstances, is aimed at categorical reorganization, original recreation of themicrocosm of the countryman by means of various semantic updating of semantic and axiological contents of traditional concepts of thenational culture. The mechanism of consecutive transformation of the semantic structure of the countrys radical values of culture withthe support of the axiological structure of these values promotes the influencing force of the topical information-ideological trendsbroadcast by regional newspapers. With introduction of oil ideals in the associative-semantic field of texts in the regional newspaper,there occur mutation processes of transformation, reminding mimicry, in the semantic matrix of the fundamental cultural constants, suchas concept work. In the Soviet press the matrix of the semantic cluster of this concept connected with the meanings difficult, heavy, hardwork transformed due to the promotion of the semantics of intensity of work and its heroisation, which meant closer rapprochement,even imposing of utilitarian-practical and spiritually-moral axiology of work. Our research has revealed further evolutionary transformationsof the analysed fragment of the collective picture of the world. The research has shown that basic clusters of the concept workmutate at the expense of substitution of primordial semantic signs with similar, but essentially different ones: the utilitarian-practicalcluster earlier accumulating the axiology of difficulty and intensity of efforts is replaced with the axiology of technical complexity andindustrial scientific capacity; the spiritually-moral cluster with the earlier imperative of an ethical debt is replaced with the axiology offashion, popularity, elitism and social prestige. At the same time, the abstractness and difficulty for understanding of the specificity andorganization of work in the oil branch by an ordinary countryman, the lack of definition and the virtuality of empirical results of thiswork demanding special knowledge and high level of erudition force journalists, on the one hand, to write using abstract pseudoscientificlanguage, on the other hand, leave the oil problematic out of the ethical standards of traditional rural culture. As a result, it causesmistrust to aims of civilization and progress imposed by oil.

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