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Abstract
The article presents an interdisciplinary analysis of communication strategies through which the key axiological categories – humanism, justice, and spirituality – are constructed, transformed, and drawn into acute conflict within the public sphere of American civil society. In contrast to linguocentric approaches, the study focuses on communication processes: channels of dissemination, formats of actor interaction, the role of traditional and new media, digital platforms, performative practices, algorithmic management of public discourse, as well as feedback mechanisms with the audience. In the context of accelerated digitalisation, the development of generative artificial intelligence, neurotechnologies, metaverses, and algorithmic governance, traditional values lose their status as static universals and turn into dynamic instruments of symbolic communication in the struggle for moral and technological hegemony.
The work identifies five main communication strategies: moral universalisation/particularisation (the transmission of values as universal through media channels), sacralisation/desacralisation (conferring a sacred status on values in public communication), moral exclusion (communicative displacement of opponents from axiological space), victim-centred humanism (communication through the image of the victim), and performative assertion (hashtags, slogans as acts of public communication). Special attention is paid to the phenomenon of axiological antagonism in communications, the instrumentalisation of values, and the emergence of hybrid forms – “digital humanism”, “algorithmic justice”, and “virtual spirituality” – which reinterpret classical values in the context of algorithmically mediated communication. The final part formulates prognostic scenarios for the development of value-based communications up to 2035, as well as practical recommendations for preserving human subjectivity under conditions of total digitalisation and algorithmic colonialism. The article contributes to understanding how communications will shape the future of humanism in the era of artificial intelligence and metaverses.
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