Ways to convey a negative pragmatic assessment of the conceptual sphere of a “healthy lifestyle” in the blogosphere

Abstract

The article is devoted to the identification of linguistic ways of representation of negative assessment in the conceptual and semantic sphere of “healthy lifestyle”. The aim of the study is attitude of the subject of speech-blogger to specific components of this sphere. The Internet discourse seems to be the widest communicative and pragmatic space, which provides a rich material for the study of the axiological space of language. As a multifunctional communication channel and a special socio-cultural and communicative environment, it determines the special use of language tools in dynamically developing media genres. The material of the analysis is the blogosphere. 160 texts of users of the blog platform “LiveJournal” (“LiveJournal”) for 2016–2019 were analyzed. The pragmatic attitude of the blogger is the desire to Express his thoughts, evaluative attitude to various phenomena in order to get a response in the form of comments from readers. Evaluation is an important category of pragmalinguistics and is considered through discourse analysis. A certain value significance of the objects of reality for the subject of speech reflect the units of discourse. Various ways of representation of a negative assessment in such units (words, phrases or whole statements) are established. The first group includes creative names of people who lead a healthy lifestyle, as well as createmes that reflect a specific model of behavior and views of adherents of this lifestyle. The second group of ways to convey a subjective assessment in a negative way are common language lexical and morphological means, which include adjectival characteristics of persons leading a healthy lifestyle, and verbal predicates, calling them typical actions. All the established methods are United by the pragmatic intention of the subject to strengthen the impact on the reader, causing negative emotions to the conceptualized object by destroying stereotypes.