Аксиологические функции деонимов в медиадискурсе и их роль в сакрализации/десакрализации власти
Axiological Function of Deonyms in Media Discourse and Their Role in Sacralization/Desacralization of Power

Summary/Abstract: This work is based on the principles, conceptual approaches and methodology of modern Russian and foreign schools engaged in the development of a new topical direction – the philosophy of journalism. It can be assumed that all phenomena (including linguistic) in the media discourse perform axiological functions. Deonyms (words based on the names of politicians) are a productive lexical group in the language of modern media. The deonyms путинизм, трампизм (Russian), putinism, trumpism (English), berlusconiser, clintoniser, sarkozyser, and poutiniser (French), merkeln, obamieren, putinisieren (German), are deeply rooted in the lexicon of the media. It seems interesting to examine deonyms’ axiological functions and their potential in the social values’ promotion and translation in terms of the philosophy of journalism. In addition, the paper also explores the possibilities of deonyms from the point of view of their role in the processes of power sacralization and desacralization. We assume that the introduction and popularization of certain deonyms in the media discourse influence the formation of the public’s attitude to power. Thus, the paper suggests studying the role of deonyms in terms of articulation and translation of value meanings, as well as in building relations between society and politics.

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