THE FIGURATIVE ASPECT OF EVALUATIVITY IN THE SPEECH GENRE "READER RESPONSE"
The article deals with the study of "evaluativity" as the aggregate systemic feature of the speech genre "reader response". Reader responses are oriented towards communicative and pragmatic goals, such as analysis, critical assessment and discussion of materials published in the media (women's magazines), thus "evaluativity" as an aggregate systemic quality underlies the modeling of the content of reader responses. On the one hand, it is an expression of cognitive evaluative connection with reflected reality presented in the content system in “images of femininity” and, on the other hand, it is an expression of communicative and evaluative relationships presented in the content system in their value and emotional evaluation aspects. The description of the images in the article was carried out empirically at the level of concepts and keywords. Using the NewSlow computer processing software, as well as on the basis of observation methods, quantitative and statistical calculations, the reader responses identified a number of basic concepts that form “images of femininity”, such as marriage / affair, motherhood / family, health / ailments , society / law, celebrities / gloss, etc. “Key” or “prop” words representing concepts at the verbal level were also identified. In total, 9 “images of femininity” were identified and classified in the article: “ Woman as an admirer of a glamorous lifestyle”; “ Healthy woman”; “Woman as a public figure”; "Happy woman"; “Woman as a philanthropist”; "Woman as the guardian of the hearth"; "Beautiful woman"; "Business woman, professional woman”; “Strong woman.” The analysis of “images of femininity” revealed their definite conceptual and lexical heterogeneity, which allows us to consider each image as a conceptual field with a relatively stable linguistic (lexical) expression.