Abstract
The research objective is as follows: to reveal intentional specificity of moral discourse of the German-language mass media. The article examines the notions “morality”, “moral discourse”, “intention”, describes the intent analysis method as a technique to study moral discourse. Scientific originality of the paper lies in the fact that the researcher proposes her own approach to analysing the intentional component of the mass media moral discourse, identifies the role of metonymy in realization of author’s subjective-evaluative attitude within this discourse. The research findings are as follows: the author identifies and describes intentional models typical of moral discourse of the German-language mass media. It is emphasized that in moral discourse, intentions of negative evaluation prevail.
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