Кризис как благо: от нетрадиционных ценностей к традиционным
Crisis as a blessing: from non-traditional values towards the traditional ones

Summary/Abstract: The paper scrutinizes several linguistic issues which are crucial for understanding the role of a crisis as a driving force for total revision of the axiological hierarchies. Pragmatics of the key terminology, verbalization of the modern valuable ideas, parallelism of the traditional and non-traditional values are in the center of the study. Development of the values ‘old age’, ‘life’, ‘health’ in Russian and Bulgarian languages serves as an illustration for the theoretic matters

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