Linguistic Situation in Modern Russia: Axiological Linguistics

Some current trends in the current Russia’s linguistic status seem to threaten its cultural code. This research relied on the descriptive and interpretative methods, as well as the method of discourse analysis. The transformation technique consisted in replacing some components of phrases from advertising or mass media with their alternatives in order to clarify the gains or losses from the perspectives of the effect of vocabulary on the axiological worldview. While being an instrument of thinking, the language cannot but corrects it, imposing the targeted understanding of the laws of nature and society. The values of culture formed by Russian classical literature are in fact moral values; advertising and mass media manipulate its resources to change the national cultural codes. Their most popular manipulative strategies are based on a deceptive appeal to the basic cultural concepts. The speech representatives of key cultural concepts serve as a positive connotative umbrella for the neighboring nominations. Anglicization is another dangerous trend: Russian speakers prefer a foreign word from a pragmatic chain of synonyms or antonyms. This phenomenon also threatens the cultural continuity in the development of the national language. In addition, the unprecedented spread of obscene language marks the degradation of the public morals.