Reflection of modern mythologemes in virtual discourse

Abstract

This study examines mythologemes found in internet comments beneath news articles. The primary objective is to define and scientifically substantiate the evolving role of Kazakhstani mythologemes in these comments, considering the axiological aspects of digital discourse. The research explores, from a theoretical standpoint, the role of internet mythologemes as carriers of cultural values and active participants in national discourse. During the analysis of internet comments, methods of material collection and contextual analysis are utilized, alongside descriptive and digital techniques, as well as elements of linguistic and cultural analysis, and linguistic axiological analysis, to identify the axiological features of the text. The findings of the study led to the identification of three major types of mythologemes: historical, cultural, and political. The novelty of this research lies in the investigation of mythologemes that, while adapting to contemporary digital contexts, have undergone transformations but still retain their cultural and axiological significance.