Axiological strategies of the valorizing discourse of feminism subject sphere

The article studies the ways of structuring the feminist discourse of the media communicative space. Based on a dynamic approach to the analysis of discourse in the model of discursivization trajectory with the use of the methods of interpretive analysis and inference, we reveal the constructive potential of feminist discourse. We have established the profiling methods of argumentation and structuring of the evaluative attitude of the logical subject in the discourse. As part of the axiological strategy of positive valorization, the following leading methods of argumentation are identified: comparison, idiomatization, the use of attractive questions, and axiological programming. We also have determined the profiling methods of argumentation for validating the point of view within the framework of the axiological strategy of negative valorization: comparison, evaluative qualification, negative projection of the future scenario, negative evaluative nomination, evaluation, attractive questions. The theoretical relevance of the research consists in a certain contribution to the description of discursive construction of the concept of feminism. The results of the analysis are applicable in the field of the theory of value and evaluation, the theory of speech impact, as well as the theory of argumentation and strategic discourse.