Axiological concepts in interpretative discourse

Statement of the problem. The problem of discourse impact attracts a lot of attention in modern linguistics. That calls for elaborating methodological tools that can be used to describe the process of involving the addressee into the activity suggested by the sender of the message. The article reveals the role of linguoaxiological modelling in promoting the speaker’s values and shaping the perlocutionary effect via interpretation. That motivates the study of axiological concepts activated in the interpretative discourse for a pragmatic effect on the target audience. The purpose of the article is to substantiate the status of interpretation as a potent tool for shaping the discourse impact and describe the cognitive operations that create the illocutionary force of axiological concepts in the interpretative discourse. The methodology of the research bases on findings in the spheres of cognitive and linguistic modelling, theory of interpretation and linguistic pragmatics. The key methodological principle consists in viewing the discourse as an interpretative field that shapes the actual value of a concept depending on the speaker’s intentionality and the parameters of the pragmatic context. Research results. The study of axiological concepts in the interpretative discourse has revealed their dialectic nature. On the one hand, axiological concepts have the status of cultural maxims. On the other hand, they acquire their actual values in the interpretative discourse. Via interpretation axiological concepts turn into attractors, i.e. tools for winning the addressee’s attention, approvement, empathy and solidarity. The trigger values of axiological concepts are integrated into destination oriented processes, such as legitimation, evaluation and promotion that are verbalized by value-charged lexemes. Conclusions. The methodological content of discourse impact inventory can be widened by elaborating the idea of linguoaxiological modelling that consists in shaping the communicative environment by activating axiological concepts congruent with the speaker’s intentionality. The illocutionary force of axiological concepts in the interpretative discourse is created via interpretation that has three aspects: goal-oriented operational and resultative. In the intentional aspect interpretation models the illocutionary force of axiological concepts by legitimation, evaluation and promotion. The operational aspect consists in inferring a value component from a conceptual structure by identifying an evaluative interpretant. The resultative aspect presents itself as an image that has been formed in the addressee’s mind by a cluster of axiological concepts activated in the interpretative discourse.