Linguocultural specificity of ethical evaluation predicatesin modern media texts (on the example of lexemeswith the meaning of «greed» and «avarice»)

Doklady Bashkirskogo Universiteta. 2026. Volume 11. No. 2. pp. 4-8.

DOI: https://doi.org/10.33184/dokbsu-2026.2.3

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The article explores the linguistic and cultural specificity of ethical evaluation predicates related to the concepts of «greed» and «avarice» in modern media texts. The relevance of this research is driven by the significant role of the media environment in shaping public opinion and cultural norms, as well as the need to analyze lexical units that reflect the moral and ethical values of society. The study examines various contexts in which lexical units related to greed and avarice are used, as well as their semantic and pragmatic features. The analysis is based on texts published in the online media “Komsomolskaya Pravda” in 2020–2026. The results of the study show that ethical evaluation predicates not only reflect cultural attitudes and norms, but also actively participate in creating discourse about moral values. This article is of interest to specialists in linguistics, cultural studies, and media psychology, as well as to anyone interested in the interaction between language and culture in the context of modern media.