The emblematization of the discursive markers of the new ethics

The subject of the study is the functional and semantic features of emotive vocabulary. Based on a review of works on related topics, it is concluded that the neologism "new ethics" correlates with linguistic material, which is the rhetorical antipode of the rational mode of discourse. The object of the study is represented by statements and lexemes conveying the ideas of the new ethics as a denial of the practice of discrimination based on gender, nationality, appearance, religious affiliation, self-identification and others. The article provides examples of discursive markers that function in the texts of news articles, as well as occur in network communication in the form of posts and comments. The hypothesis is presented that the new ethics has a certain linguistic expression and has discursive emblems that act as indicators of the specifics of discourse and perform certain functions. During the work on the article, the continuous sampling method was used to collect empirical material. The units that actualize the semantic field of ethics and shaming were selected. The fragments extracted from the texts were analyzed using the linguistic stylistic method and contextual analysis to identify the formal and expressive content of the text units. The main conclusions of the conducted research are the conclusions that the discursive emblems of the new ethics are easily recognizable signs that have the following functions: unification, polarization, mobilization of society. These signs, being correlated with existing classifications of emblems, are presented in the work as open sign phenomena. Their belonging to historical, cultural, moral and other values is shown. The novelty of the research lies in the fact that the criteria of the language of new ethics are proposed and described in the form of inclusivity, sensitivity to context, trigger, virality of content. A special contribution of the authors to the study of the topic of influencing in communication is the description of the linguistic symbols of the new ethics in the media discourse, which receive an emblematic interpretation. An intermediate conclusion is that emblems can serve as a kind of codes that convey certain ideas or values, both negative and positive properties.