Axiological perspectivization as a tool of discourse construction

Statement of the problem. The problem of discourse construction with the emphasis on linguistic interactions as tools for solving communicative tasks is in the mainstream of modern linguistics. It involves elaborating methodological concepts that reveal the nature and principles of cognitive management in the discourse space built to reach a communicative goal through creating communicative solidarity. Since discourse construction processes are motivated and shaped primarily by value concepts it is logical to model them in terms of axiological perspectivization. The purpose of the article is to substantiate and exemplify the role of axiological perspectivization as a cognitive operation aimed at winning the addressee's empathy by activating value concepts that are relevant both culturally and personally. The methodology of the research bases on findings in the spheres of axiology, cognitive linguistics, discourse analysis, pragmatics, strategic communication. The interdisciplinary approach to the study of axiological perspectivization is motivated by the complex nature of the processes involved in discourse construction. Research results. Within the framework of discourse construction, the notions of axiological perspective and axiological perspectivization have been elaborated. The role of these notions as methodological tools for shaping linguistic interactions in view of the communicative goal set by the sender of the message has been substantiated. The axiological perspectivization is modelled as the process of creating an image that activates culture-based value concepts and involves the addressee in the activities planned by the addresser. The contribution of cognitive mechanisms (foregrounding, modalization, positivization, reframing) to the formation and realization of the axiological perspective has been exemplified Conclusions. This study presents a research into the problem of axiological foundations and support systems of discourse construction. Increasingly, the use of value concepts as bulding blocks of axiological perspectivization is a critical factor for positive feedback and, therefore, effective communication. The study widens the range of methodological tools for discourse construction by elaborating the notions of axiological perspective and axiological perspectivization and specifying cognitive mechanisms involved in producing a value-charged effect on the addressee. The process of axiological perspectivization is constituted by cognitive scripts of foregrounding, modalization, positivization and reframing that are represented by functionally appropriate language means including axiologemes, i.e. linguistic signs that incode key values of the society and cultural groups within the society.