Presuppositions and the leader’s axiosphere in professional and media discourses

The article examines the problem of modern leadership as a socially significant phenomenon caused, firstly, by the importance of finding effective speech tools for the persistence of discourse and, secondly, by the need to establish value parameters. This problem is solved by analyzing the discursive practices of the leadership personality. The material for the analysis was the recordings of psychological trainings devoted to the formation of leadership qualities in clients, as well as public speeches by business leaders, famous creative figures, politicians, and athletes. In line with the cognitive-discursive methodology based on the recognition of axiological parameters of discourse that determine cognition, the authors identified value components that are represented as “secrets of success” and as part of the presuppositional foundation of the leader’s personality. It was found that the qualities of the discursive personality of the leader belong to the highest level of the cognitive structure of the personality – its “orientation”, which includes the value orientations of the subjects focused on their goals, plans and dreams, hardworking, open to everything new and considering creative activity for the benefit of society as their mission. The axioms of consciousness are attitudes that allow to maintain faith in success with strong-willed efforts during stressful periods or periods of uncertainty, as well as to maintain the necessary level of optimism. Thus, we can talk about the possibility of identifying a special type of verbal activity of the leader – a linguistic personality that activates its cognitive-linguistic potential in a particular communicative situation.