Krysalna Y. Cognitive modifications of religious concepts in modern communication (based on English).

Current post-modern secular vectors in culture, geopolitics and technology cause vast axiological shifts in communication and make enormous impact on conceptual and language pictures of the world. Thus, modifications of religious concepts as axiological milestones of conceptual sphere trigger dramatic cultural and social changes. The latest advance in technology challenges traditional ways of communication, alters its forms, mediums and content. Internet communication makes abundant infodata accessible in one click, and hatches new types of text as new forms of communication messages. Social networking, contextual microtargetting, blogging make comments, mems, stickers, hashtags, emoji an indespensible part of communication with great increase of non-verbal components of communication. As a result, such communication results into gradual and continuous changes of a person as the beholder of cognitive ability. The historical framework of cognitive modifications of religious concepts in English is varied. The present-day media revival of ancient pre-Christian cults and mythology leads to cognitive blending of religious concepts. Medieval carnaval culture with such trends as blesphemous anticlerical rhetoric, sarcasm, ambivalent laughter, echoes in present multisemiotic creolised texts of modern media, advertising, fashion industry.