Current Media Concepts: Dynamics of Value Meanings

The article presents the results of a study on the dynamics of the semantic structure of the modern Russian media discourse key concepts: family, patriotism, and business. On the one hand, the relevance of the topic of the article is due to the huge influencing potential of the media texts. On the other hand, it is due to the design of the semantic-cognitive approach to media speech. The main task of the author is to identify the features of the modernization of the semantic structure of concepts with significant- content. To implement this task, a three-stage analytical algorithm was used, which involves the analysis of the lexicographic description of the concept word, identifying its real, the study of discursive interpretation in the media space is the identification of the value component of the semantic structure of the concept presented in journalistic lexical and phraseological stereotypes and to some extent original contexts that form an associative semantic field in which interrelated, mutually conditioned meanings and meanings are presented. The empirical basis of the research is more than 200 media texts of different genres published over two decades in Russian media of different types and different discursive affiliation. The author comes to the conclusion that modern media are actively working, first of all, on the modernization of the axiological (value) component of the semantic structure of mentally significant concepts. The techniques of transformation of conceptual associative-semantic fields are largely associated with the neutralization of conflicts caused by the general attitude of modern media systems to the formation of a consolidated picture of the world with an extremely minimized national component. The prospects for the development of this research topic are connected with the development of the axiology of journalism and with the formation of such a direction of media studies as media anthropology, with the development of new analytical methods corresponding to the long – standing idea of M. M. Bakhtin, who insists on the need to create national comparative studies – a scientific direction that combines the achievements of many humanitarian disciplines.