Категория оценки как составляющая картины мира в средствах массовой информации

This article refers to the category of assessment as part of the picture of the world in the media. Changes in the economic, political and social life are reflected in the language of mass media, which in particular, affects the scope of evaluation semantics, and which has a strategic character in the texts of journalism. Contemporary linguistic science enjoys consi¬derable knowledge about the category estimates of means of expressing values in speech, however ways of implementation, in other words - verbalization, the assessment category in the ever- changing conditions of mass communication (in public discourse) requires further research. The principle of value oriented content to a large extent dominated the journalistic discourse. Evaluation of meaning is formed due, firstly to stereotypes and characteristics of national way of thinking available to each nation, and secondly, the internal world of him or her and preferences of voice actors. From the above analysis it follows that journalistic text is characterized by a kind of axiological profile that contributes to the realization of its persu¬asive function.