Vectors of value orientation evolution of personal assessment area in modern media discourse

The urgent issue about the evolution of value orientations in modern linguistics is considered from the point of view of realization of contextual evaluative conceptualization in the texts of media discourse in line with the elaboration of the problem of determining the vectors of transformation processes.The subject of the media discourse analysis is a personal value area of a human presented in the texts related to the basic value of familyand children. In the article the concept of valorizing discourse is defined as a representative type of evaluative discoursivization. The means of structuring the evaluative relation to family as markers of value orientations and means of evaluative conceptualization are revealed on the basis of dynamic processual approach to discourse, methods of interpretative analysis and inference. Discursive analysis of the English and German texts of valorizing discourse helped to discover reframing of the conventional idea about the family, construction of the “real” value for a person instead of the established one, and also combination of value orientations in addition to another value concept. It is mentioned that revelation of the evolution vectors of value orientations is based on the Russian and German linguistic culture, and also the possibility of using this analysis concerning other linguistic cultures may take place.It is established that the evolution processes in the modern personal axiosphere are defined by the processes of divergence or negation, inversion and integration.