Аксіологічні концепти як змістова основа текстів пост фольклору
Axiological Concepts as the Content Basis of Post-Folklore Texts

Summary/Abstract: Purpose of Article. The work aims to investigate the axiological concept of the concept as the content basis of post-folklore texts and the expression of their value dominants. The methodology of the research consists in the application of analytical, linguistic, axiological, and cultural methods within the study of the concept and concept sphere definition in the formation of axiological meanings of the post-folklore texts. The scientific novelty of the research is the application of the concept idea in terms of the study of the essence and content of the post-folklore creativity texts. Conclusions. As a result of the research, it was established that the post-folklore texts, which are formed in the Internet environment, contain basically well-pronounced axiological concepts, revealing both through the verbal component and through the visual (iconic). In the context of the general contextual field of postmodern culture, a new simulation of the interaction between the connotate aspect and the denotata takes place by imposing additional meanings on the initial message, which changes and transforms it. The game modes of communication become an integral feature of the postmodern attitude, expressed through parody, irony, comedy, laughter, satire, humor, based on the idea of recoding, re-evaluation, rethinking, creativity, and novelty, that is cultural creativity. Thus, the variability of the post-folklore texts, both purely verbal and using polymodal sign systems, determines the formation of stylistically meaningful expressive means.

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