Linguoaxiological aspects of sports internet discourse (based on the example of sports online media in Russia and the USA)

This study is devoted to the comparative examination of the linguoaxiology of sports internet discourse in Russia and the USA. The aim of the research is to compare the linguoaxiological features of sports internet discourse within a linguocultural paradigm. The object of the study is the discourse of sports electronic media in Russian and American linguocultures. The subject is the linguoaxiological aspect of sports internet discourse in the linguocultures of Russia and the USA. The relevance of the research lies in the fact that the methodology of comparative linguoaxiological study of discourse corresponds to the current level of development of modern linguistics. As a promising scientific direction, linguoaxiology focuses on studying the value system represented in language and its role in meaning formation. Moreover, sports discourse serves as a relevant sphere of mass communication, influencing the target audience and shaping public opinion through the transmission of value orientations. Internet media, as a key channel for disseminating sports information, provides the opportunity to explore current cultural and social trends. The main methods of this work are the linguoaxiological method, comparative discourse analysis, as well as methods of statistical data processing. The novelty of this study lies in the application of an interdisciplinary combination of linguoaxiological and linguocultural approaches for the analysis of media texts in the sports digital environment. Four most significant parameters of the linguistic representation of axiological dominants in sports internet discourse are identified: evaluative saturation, evaluation polarity, target impact of evaluation, and ideological marking of evaluation. The Russian sports internet discourse is characterized by an inclination to interpret events in a socially significant context. American media texts reflect an emphasis on emotional involvement of the reader, highlighting values of individualism, spectacle, and expressiveness. Russian sports electronic media are oriented towards a dialectical perception of reality, while American sports internet discourse is characterized by a unidimensional presentation of evaluation. For the Russian linguoculture, values of collective identity and national unity are important, with significance being attributed to a specific event for the entire society. The American linguoculture is characterized by attention to values of competitiveness, individual responsibility, and self-improvement. Russian culture highlights the collective, nationally significant dimension of sports, while the American tradition is focused on individual successes and belonging to a specific group.