REPRESENTATION OF CONCEPTUAL OPPOSITION IN A PERSONALIZED MODEL OF LANGUAGE PERSONALITY (BY THE EXAMPLE OF THE CREATION ‒ DESTRUCTION DICHOTOMY)

Background. The tendency of global aggravation of the confrontation of ideologies as a fundamental characteristic of the current political reality is due to the desire to consolidate the ethno-cultural priorities of the nation to preserve and assert the status of national identity correlated with the category of “linguistic personality”. Purpose. The article is devoted to the study of the implementation of the opposition of the notion “linguistic personality” in the American linguistic culture. Materials and methods. The material for this article was the treatises of the classics of German and French philosophy, the works of Russian representatives of the scientific schools of linguoculturology, cognitive linguistics, devoted to the theoretical issues of the semantics and pragmatics of linguistic communication, conceptual opposition, as well as the book of the American journalist B. Woodward Fear: Trump in the White House. When writing the article, the following methods were used: comparative, discursive, contextual analyses. Results. In the course of the study the functioning of the mechanisms for the implementation of the opposition of linguistic consciousness was analyzed. The descriptive characteristics of the concept “linguistic consciousness” are presented. Various approaches to the description of the key normative characteristics of a linguistic personality are systematized. As a part of the personified model the structural organization of a linguistic personality is described based on the dichotomy “Creation ‒ Destruction”. Practical implications. The results of the study can find practical application in the preparation of teaching aids and textbooks on the linguo-cognituve analysis of concepts based on dichotomous models.