On transformation of linguistic and cultural image in media discourse

The article analyzes the socio-cultural phenomenon of the linguistic and cultural image of cultural workers in retrospect, the transformation of the image in the modern media discourse, the prerequisites for changes. The interest in the topic is caused by the fact that some representatives of the Russian creative intelligentsia, mainly actors, strive to maximize the popularization of their own judgments, as a rule, on topics that do not belong to the sphere of their professional competence, and the assessment given to them by the actors, markedly (sometimes radically) differ from the officially established or generally accepted. Nevertheless (and maybe that is why), such remarks often find a public resonance. On the basis of historical, cultural and lexicological analysis, the author comes to the conclusion about the shift of axiological guidelines in assessing the social role of the creative addressee, acting in the media discourse as a manipulative animate tool.