Linguoaxiological assessment parameters in the discourse of sports electronic media in China and Russia.

This article is dedicated to identifying the linguoaxiological parameters of evaluation in the discourse of sports electronic media and describing their linguocultural specificity. The aim of the study is to compare the linguoaxiological parameters of evaluation in the Chinese English-speaking and Russian discourse of sports electronic media within a linguocultural paradigm. The object of the study is the discourse of sports electronic media in the linguocultures of China and Russia. The subject of the study is the linguocultural aspect of linguoaxiological parameters of evaluation in the discourse of sports electronic media in China and Russia. The relevance of the proposed study is determined by several reasons. First, the methodology of research carried out within the framework of linguoaxiological studies corresponds to the level of development of modern linguistics and can assist in the systematic study of the implementation of the category of value and evaluation in text and discourse. Second, the deepening of the linguoaxiological analysis through comparative linguocultural studies expands the boundaries of discursive-pragmatic linguistics and contributes to contrastive linguoaxiology. Third, it is important to address the very theme of sports. Sports media discourse is characterized by a pronounced degree of evaluative nature, expressiveness, and ideological coloring. The main methods of research included the method of linguoaxiological interpretation, linguocultural analysis, discourse analysis, and statistical data processing methods. The novelty of the research lies in the development of a specified model of linguoaxiological parameters. Conclusions: it is noted that the high evaluative saturation of Russian and Chinese sports electronic media is a universal characteristic in sports discourse. It is proven that Russian sports electronic media discourse emphasizes objectivity and analytical comprehension of ongoing events. In contrast, the Chinese sports electronic media discourse is characterized by the dominance of positive evaluations, focusing on the heroization of athletes, collective pride, positivity, and faith in progress. From the perspective of ideological marking, Russian discourse is characterized by the use of evaluative means to consolidate national consciousness under conditions of international pressure. For the Chinese discourse, values transmitted during sports communication are a cultural resource, a means for expanding national influence through symbolism and cultural code. The linguocultural specificity of the parameter "target impact of evaluation" in Russian electronic media lies in the active emotional-evaluative accompaniment of events. Meanwhile, the linguocultural specificity of Chinese sports discourse in electronic media manifests in its orientation toward harmony, communicative balance, and social stability.