DYNAMICS OF AXIOLOGICAL PRIORITIES OF BRITISH SOCIETY IN THE MIRROR OF 21ST CENTURY MASS MEDIA

Abstract

The article examines the dynamics of axiological priorities of British society in the 21st century through the prism of media discourse. The relevance of the study is determined by the transformations of the linguocultural space under the influence of globalization, digitalization, and contemporary socio-political challenges, which significantly affect the system of value orientations. Particular attention is paid to the contradiction between the relative stability of traditional British values as the core of national identity and their dynamic reinterpretation in modern media texts and digital communication. The study identifies a set of key linguocultural concepts of the British axiosphere (privacy, fairness, common sense, resilience, tradition, tolerance) and analyzes their linguistic representation in English-language media discourse across different genres. It has been established that under the influence of contemporary crisis processes, these values undergo significant axiological shifts from individually oriented to socially determined and collectively significant ones. In particular, privacy is transformed into a compromise between privacy and transparency, fairness into the domain of social justice, resilience into the category of emotional flexibility, and tolerance into the concept of inclusiveness as an obligatory social norm. The linguistic means through which the media reinterpret values are analyzed, including metaphors, evaluative vocabulary, idioms, contextual oppositions, and narrative strategies. It is proved that mass media function not only as a reflection of social changes but also as an active instrument for constructing a new axiological reality and shaping social norms. It is generalized that the modern British axiosphere is characterized by decentralization, flexibility, and a shift toward the principles of social interaction, inclusiveness, and adaptability as core features of contemporary society.