Gaiduk N. Political Communication Essential Concepts: Pragmatic Dynamics

The thesis deals with the linguo-cognitive, linguo-culturological, and pragmatic analysis of the Ukrainian political discourse basic concepts: HUMANISM, PLURALISM, MULTICULTURALISM and TOLERANCE. The study reveals that the basic political concepts' cultural and axiological interpretation depends on the axiological relations marking these concepts (ethical, esthetical, utilitarian and hedonistic ones), and on subjective or object orientation of the axiological attitude vector having been realized within the concept. Given this, the research defines, the variants of these concepts' cultural and axiological interpretation and highlights their pragmatic dynamics, manifested in their evaluation diversity caused by the modern Ukraine's socio-historical context.