摘要：Introduction. The influence of modern media on the worldview and behavioral attitudes of society remains poorly understood. Behavioral norms, broadcast in the format of talk shows, are the basis for evaluative statements, are correlated with the values of different types. The dialectical relations of the components of the axiological complex determine the feasibility of their joint consideration. The goal is to identify and describe behavioral norms, assessments of a person and the values of society represented in one of the programs of the talk show “Live with Andrey Malakhov”. Material and methods. Linguoaxiological analysis is a semantic analysis of units of different language levels and categories of discursive nature, aimed at identifying normative and estimated values in the field of human behavior. The stages of the analysis are the identification of typical means of expressing these values and the formation on their basis of a factual basis for research, the classification of statements according to their relation to certain types of values, the reconstruction of relevant behavioral norms, the interpretation of the results taking into account information about the features of the talk show format. Results and discussion. Along with the lexical and phraseological units of the language, estimated and normative values are regularly expressed by markers of deontic modality, grammatical means of enlarging the scale of the situation, lexical and grammatical indicators of deviation from the norm; moreover, in their translation involved knowledge. Utility-material prevail in the repertoire of values. Behavioral norms correlate with traditional values of different social groups and post-Soviet values. The influence of the transmission format on the presentation of axiological meanings lies in the relational (from the negative) presentation of the norms of behavior and in the level of their generality, in a strict balance of sign ratings, in the prevalence of personal values over social, utilitarianmaterial – over spiritual. A methodology for describing the axiological complex “behavioral norms, assessments of a person and the values of socie-ty”, presented in a media text imitating a discussion about a socially significant problem, is proposed and tested. Conclusion. The findings correlate with the results obtained in works in other humanitarian areas. Due to the presuppositive nature of the norm semantics, its linguistic reconstruction presupposes attention to non-specialized language means, as well as discursive phenomena.
其他摘要：Введение. Влияние современных медиа на мировоззрение и поведенческие установки социума остается малоизученным. Поведенческие нормы, транслируемые в формате ток-шоу, являются основаниями оценочных высказываний, соотносятся с ценностями разных типов. Диалек
