AXIOLOGICAL DETERMINANTS OF REFRAMING IN LAUGHTER CULTURE

Abstract

The article is devoted to the analysis of the conceptual field of designation of axiological determinants of reframing in a laughing culture, exploring the specifics of the functional load of laughter and its manipulative potential in contemporary society. Addressing to the characteristics of the psychotechnology of semantic reformatting in a laughing culture, the axiological factors of interpretive interactions in various discursive contexts and semantic invariations are examined (examples of political laughter, actual quarantine jokes and viral memes).Conceptual inversions, which in tangible culture have tangible value dynamics, are studied in the aspect of their manipulative and actualization capabilities. It is proved that the laughable effect in reframing techniques is achieved due to an unexpected and sudden change in the stereotypical course of events based on the logic of recurrence and breakdown of expected patterns, based primarily on a change in the value perception of a particular event or phenomenon, as well as its contextual rethinking and creation of cognitive metaphors. Accordingly, the use of metaphors is defined as a special means of reframing, which actualizes the necessary cognitive parameters due to unexpected conceptual games with binary oppositions, semantic subtext, and open metaphorical profiling, which has a powerful effect of latent influence in modeling of social interaction. An analysis of the mutual influence of traditional laughing theories (contradiction, criticism and liberation) allows us to highlight such common signs of laughter as ambivalence, paradox, sociality, solidarity, conventionality, creativity, dialogism, dynamism, reflexivity. An important aspect of the axiology of laughter is defined as a focused attitude to values and anti-values, which can be a means of displaying alternative points of view on the world, giving rise to new contexts of “comic” understanding of reality in game configurations of socially-situational roles and characteristics of conceptual characters of laughter culture.