An insight into the British monarchy

The article reveals the image of the British Monarchy formed in and by the English printed media sphere and realised directly through the image of the Queen and the Royal Family. Official Royal Family websites, British Quality Press and tabloids like “The Independent”, “The Guardian”, “The Sun”, “The Daily Express”, etc., which came out within 2015-2020, make up the empirical basis of the research. The article aims at revealing the contradiction between the image of monarch as head of state and the crisis of monarchic statehood in need of modernization. Research methodology includes contextual, linguoculturological, conceptual analyses, as well as method of critical discourse analysis. These methods involve applying to verbal means of communication through explication of conceptual information in the text. The analysed material testifies to the fact that printed mass media initially serve as the main tools for popularizing images that represent modern monarchy, whereas publicity is becoming the basis of its existence. There is a tendency to express dissatisfaction with the institution of monarchy rather than the personality of the Queen who embodies historical tradition, stability and national identity. The British Queen receives a more positive assessment in society. Explicit and implicit positive evaluation in mass-media texts is achieved through the use of lexemes, expressive syntactic models and contextual markers.