Language and Cultural Values: Ultraliberal Transformations

The research is conducted within the field of axiological linguistics and is aimed at studying language as an instrument of ultra-liberal value transformation processes that engulf the modern English-speaking world. The materials employed are text fragments of American advertising, socio-political campaigns and court proceedings available on the Internet. It is highlighted that these processes which are axiologically creative are accompanied by manipulative changes in both the formal and content aspects of language. As basic linguistic tools of transformation of cultural values, the author analyses 1) euphemisation aimed at normalisation and routinisation of traditionally prohibited social practices; 2) resemantisation of a linguistic sign through a) implantation of new components reflecting ultra-liberal values into the core meaning, b) displacement of semes that do not agree with radical ideology. The author concludes that the process of exclusion and prohibition of traditional meanings of a linguistic sign has an aggressive, evaluative and polarising character, and produces a set of ‘silenced taboo views’ and ultraliberal oxymorons.