AXIOLOGICAL MARKING OF MODERN MASS MEDIA METAPHOR

Abstract

The article analyzes the metaphor (in a broad sense) functioning in the modern language of mass media. The study was performed in line with accolate pragmatic, in particular through the prism of social not – «one of the main stylistic traits of newspaper and journalistic style, due not only informative but also – mostly – powerful nature of journalistic broadcast» (L. Duskaeva). The aim of the article is – to identify produced and functioning metaphors in the modern mass media language, to determine their axiological potential and ways of its formation. The source base was the dictionary of metaphorical phrases of the Ukrainian press and materials of television and electronic media, which were not included in the dictionary due to its reliable, thematic and time constraints. The analysis attracted more than 4000 metaphors. The study identified implicit and explicit ways of formation of evaluative semantics: explicitating the words, the assessment of which is included in the semantic structure of the word, preserving the evaluative overtones out of context; implications to consider the words, which is observed only under appropriate conditions of context. The means of formation of implicit not consider use of medical, domestic, educational, military, cultural, traffic, sports and other bits of vocabulary, each of which is in the process of metaphorization gets its unique flavor axiological; the formation of axiological opposition «own / someone else», «old / new». The lexical system of the language of mass media has an open character, the relative constancy can be determined only for a certain period, which is due to the constant need (relevance) of its study, and hence the prospect of further research. Therefore, the analysis of mass media metaphors in the axiological aspect is a synchronous section of the study of the vocabulary of mass media in 2000–2019.