LINGUISTIC AND CULTURAL VECTORS OF PERSON’S EVALUATION AND SELF-EVALUATION
Karasik V. I.
The paper deals with linguistic cultural concepts reflecting evaluation of persons and their self-evaluation in the modern Russian linguistic consciousness (honour, reputation, ambition, status seeking, ego). The author argues that on the whole the qualification of such attitudes remains stable, honour and reputation are taken as important regulations of behaviour, and status seeking and ego are criticized. The only radical switch in this sphere is connected with the concept ambition, its former negative evaluation has transformed into emphasized positive one due to the following factors: our present life became more competitive, the corporeal culture is oriented to success as the dominant value opposed to harmony, globalization has changed the evaluative world mapping in Russia, and ludic self-promotion turned to be the standard of juvenile network discourse.
language and culture ◆ values ◆ concepts ◆ evaluation ◆ self-evaluation