Ценности и оценка в дискурсе консюмеризма: лингво-прагматический и критический анализ
The article aims to show how critical discourse analysis (CDA) can contribute to interpretation of evaluation and appraisal in their ability to invoke values of the so-called discourse of consumerism, instantiated, inter alia, by popular gender-specific ‘lifestyle’ internet resources. The key theoretical concept drawn upon in this paper is the concept of “values” construed as socially shared ‘forms of excellence’ related to specific social practices. Values are generated, legitimized and disseminated primarily through discursive elements of social practices, i.e. discourses. Textual analysis is conducted vis-à-vis the concept of ‘axiological discourse semantics’ which stands for the semantic space related to invocation of values (as social representations) in the overall discourse semantics of a given textual instance. One of the systems through which axiological semantics is realized lexicogrammatically is the system of appraisal. As far as immediate rhetorical effects are concerned, axiological semantics is a means of strengthening solidarity with the putative addressee, simultaneously projecting ‘disalignment’ with some ‘axiologically alien’ third party. At the same time axiological semantics can be a means of legitimizing the need to purchase certain goods on the part of the addressee – a functionality traditionally associated with promotional messages and advertising. However a more productive approach is to interpret appraisal and axiological discourse semantics in terms CDA and socio-linguistics as means of shaping recipient’s more stable social representations, including values. The texts of the analyzed genre should be thus viewed as tools of building and shaping a contemporary mentality, that of a consumer society.