The discursive personality of the leader and its values in the emotiogenic representation

The article is devoted to the problem of linguo-axiological research into modern leaders’ value picture of the world, broadcasted to the youth audience in the emotiogenic discourse. The study is aimed at identification and analysis of the emotional representation of the axiological component in the texts of the discursive personality of the leader, who is thought as an influential and socially recognized person. The video recording of the student discussion clubs “Dialogue on Equal Terms” provided the material for the study. In line with the cognitive and discursive methodology based on recognition of axiological parameters of discourse determining cognition, the authors identified the value components of leadership in their emotiogenic representation, verbalized in talk shows as “secrets of success.” The use of the linguo-axiological analysis of about 500 facts made it possible to identify speech tools for creating an emotiogenic utterance: the discursive genres “Advice” and “Suggestion”, as well as an indirect way of “instructing young people” in a narrative form with adherent emotivity. With the help of axiosphere modeling, dominant and peripheral conceptual signs of leadership are established. The analysis of the frame composition of values objectified in the emotiogenic discourse as components of the personal system of leaders and group consciousness (leadership) testifies its purposeful creation for the translation of the value orientations of the subject of the discourse of youth.