FELICITAR MEDIA DISCOURSE IN THE CONTEXT OF FORMING THE AXIOLOGICAL SYSTEM OF MODERN SOCIETY IN PRE-WAR AND WARTIME

Abstract

The purpose of the article is to present a media section or journalistic image of happiness, a felicitar category, based on publications from recent years in one of the most circulated Ukrainian print media – the newspaper «Den`» (which ceased its print publication in April 2022), and other media.
Research Methodology: The author, based on the analysis of nearly two dozen publications in the chronological range mainly from 2019-2021 (as well as some earlier ones), using sampling methods, content analysis, descriptive and theoretical generalization of results, outlines the contexts of the use of the concept of happiness; traces the problem-thematic and genre characteristics of materials mentioning it; attempts to establish the impact of the sociocultural phenomenon of happiness on the formation of the axiological system of modern individuals in both pre-war and wartime periods.
Results: The article deepens the scientific understanding of felicitar discourse based on the generalization of interdisciplinary studies involving a significant array of empirical material. The high frequency of coverage of felicitar topics in Ukrainian media reflects societal demand and its relevance. By addressing the task of creating a media section
of felicitar categories, the author traces transformations in the axiological system of Ukrainians during the wartime period compared to the pre-war period – from material well-being as an indicator of happiness to the value of human life itself and the aspiration for a peaceful future. Novelty: The article demonstrates the flexibility of felicitar discourse,
noting the shift in focus to spiritual, existential values, and the actualization of patriotic and civic values. Practical Significance: Solving this scientific task will contribute to defining new guidelines for felicitar discourse and developing generalized methods for its analysis.