Linguistic Approach to the Axiological Sphere of Language and Culture Research in the Modern Communication Studies

Abstract

The paper examines moral and ethical values, which dominated in different periods of human history, determining the vector of its development. The change of moral and ethical values occurs due to the paradigms’ shift that forms the integrity of social systems. The study of moral and ethical values can be characterized as a matter of interdisciplinary research. The linguistic aspect of the security of the axiological sphere of language and culture is based on the identification of fundamental factors affecting the worldview and its verbalization. The purpose of this study is to identify new values and anti-values typical for the modern world. Basing on the study of linguistic texts, through the method of analysis, synthesis, as well as the method of philological analysis, the authors have been able to consider the change in language at the lexical level, which reflects the new paradigm of modern communicative studies in general and PR communication in particular. The methodological basis of the investigation is formed by the scholarly research on this topic, giving the most accurate representation of the field of research. The results of the analysis suggest that the expansion of the English language has an impact on the formation of the axiosphere of various languages of the world, replicating new values, typical of the Western world.