Axiological parameters of Russian decorative texts in the modern linguistic-cultural space

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Abstract

The study analyzes decorative texts from a linguistic-axiological perspective. The relevance of the research is explained by the wide spread of textualized objects of reality in the modern linguistic space. The aim is to analyze the axiological parameters of Russian decorative texts and identify the dominant values in the axiological sphere of the collective consciousness of contemporary Russian society. The study material included Russian decorative texts written on clothing, cars, bento cakes, gifts, disposable coffee cups, jewelry, and interior design. The value parameterization was conducted with the help of methods of linguisticaxiological interpretation, definition analysis, and conceptual analysis of key words. As a result, decorative texts have been proved to be a new form of the language on objects of reality, alongside with study and electronic media; such texts function as catalysts of value meanings in the modern linguistic space. I-mentality as a predominant model of self-identification of the linguistic personality has been identified. This is determined by the inherent self-presentational function of decorative texts and by the expansion of mass culture with self-promotion as its norm. It has been found that deliberate violation of linguistic norms distorts axiological norms and offsets value meanings, which are displaced by simulacra. The following axiological parameters of Russian-language decorative texts have been established: the importance of material values, a hedonistic world perception, and egoistic, assertive, and antisocial behavior. The prospects for the research lie in expanding the corpus of Russian decorative texts to enhance the objectivity of linguistic-axiological analysis and in studying the axiologemes of Russian decorative texts in the form of aphoristic statements.

About the authors

Ekaterina A. Nepomniashchikh

Baikal State University

Author for correspondence.
Email: trunova.k_86@mail.ru
ORCID iD: 0000-0002-7713-8601
SPIN-code: 7903-4623

Candidate of Philology, Associate Professor, Associate Professor of the Department of Russian Language and Intercultural Communication

11 Lenin St., Irkutsk, 664003, Russian Federation

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