SHIFTS IN PUBLIC OPINIONS AND BELIEFS AS A FACTOR OF LEXICAL UNITS SEMANTIC AND AXIOLOGICAL CHARACTERISTICS

Usual transformations of the current lexis and its stock, semantics as well treatments particular words reflect some shifts in social consciousness. They are provoked by changes political, cultural, psychological spheres life. The author this article aim at analysis factors which facilitate such lexical units semantic axiological characteristics modern discourse. Among tasks is considered a differentiated description extralingual influence key words, elements active political lexis, functioning specific time. Shifts meaning evaluation constitute object research. subject matter paper covers number denoting somehow sensitive areas life, oligarchs oligarchy. researchers applied descriptive methods lexicographic associative experiment techniques. At brink centuries, last but not least position process these transformation taken struggle opinions beliefs. latter manifested relatively democratic information space, free developed discourse, campaigning, etc. Heavily influenced processes independent national state-building, Ukrainian language has seen new wave idioms transformation. role given to decommunisation state ideology, own war with russia, linguistic urgent need never before.