Transformation of axiological dominant ideas in Russian linguoculture (on data of Internet-communication)

This article describes axiological dominant ideas transformation of the Russian language in the modern Russian Internet-communication. In accordance with the original method of linguocultural analysis in the context of new phenomena in the word-formation, theoretical and applied problems of the concept dynamic nature studying are solved. Appeal to the word-formative mechanism of derivation in this paper is due to the fact that this language level fully allows us to reflect the concepts formation and functioning in a particular type of discourse. The study material was a particular communicative language area - Internet-discourse focused on advertising; the object of study is concepts new for the Russian linguoculture. Special attention is devoted to the change of value characteristics in the minds of language-speakers in relation to the "boasting" concept. Within the linguocultural paradigm, this concept is considered in the totality of its image-perceptual, conceptual and value-oriented aspects. By reference to the dictionary definitions, etymological pattern, Russian proverbs and sayings corpus, definition of place in a number of synonymous units, it is shown that the word "boasting", as well as its root words (boasting, boaster, to boast, etc.) which are included in the derivational slot with the top "to boast", originally had negative connotations in the Russian culture. But early in the twenty-first century, this universal model of behaviour, key for the Russian culture understanding, was greatly transformed. In the modern Russian Internet-communication the tendency towards acquiring positive characteristics of "boasting" concept in the Russian language consciousness and communicative behaviour becomes a priority. From the linguocultural point of view it is more correct to talk about the word-formative "anti-nest" because we also observe a combination of mental formations of different traditions - Russian and American in the structure of this concept. The appearance of a new word-formative nest diametrically changes the value system of "boasting" concept according to the needs of the advertising discourse. Then it is certain that the movement of this concept from "low" phenomena (words with negative evaluation) to the category of "high" is due to the influence of advertising discourse, the core of which is the synthesis of the influencing and play beginning. In the article these transformations are shown through the adaptation of the lexical, word-formative and grammatical levels of the language to the transliteration of new meanings. The inclusion of the "boasting" concept into the axiological system of Russian Internet-communication proves its firming system connections with other concepts, and also the emergence of a new genre of virtual communication - "boasting". As a result, at the present time, "boasting" concept becomes nuclear for modern Russian Internet-communication, as far as it moves from the category of culture-genic concepts to the form of axiological dominant ideas, which reflect the new Russian mentality.

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