FROM ANCIENT TEXTS TO MODERNITY: BIBLICALISM IN CONTEMPORARY MEDIA DISCOURSE

Abstract

The article focuses on the biblical expressions in mass media discourse; it has been proved that religious vocabulary has a powerful expressive, emotional, evaluative and suggestive potential, and in journalism it enhances emotional impact, increases the persuasiveness of the text and, in some cases, is a means of manipulating consciousness; it has been established that the characteristic features of mass media discourse, such as: dynamism, accessibility to a wide audience, and a simultaneous combination of formality and expressiveness; it has been emphasized that modern media discourse is a complex communication system that integrates various linguistic and cultural elements, among which a special place is occupied by biblical expressions; it has been argued that the symbolic depth of biblical texts gives them convincing and emotional inspiration; they play the role of a powerful semantic marker that activates the mechanisms of collective experience.The purpose of the article is to examine the peculiarities of the functioning of biblical expressions in the contemporary Ukrainian mass media discourse.The objectives are to find out their role in shaping the semantic, emotional, and manipulative potential of media texts; to trace the trends in the transformation of religious vocabulary in the context of the information war and socio-cultural changes; to analyze the transformation and adaptation of biblical texts to modern socio-political realities. Methods used in the study: descriptive, variation, and contextual.It has been established that in today’s reality, these expressions are being adapted to new political and social conditions, while retaining their symbolic significance.It has been clarified that a significant number of biblical expressions are undergoing transformation: their context, connotations, and functional load are changing from the sacred to the suggestive and political. Biblical expressions are also an indicator of social change, a reaction to aggression, loss of trust in institutions (including the Russian Orthodox Church), and are used as a linguistic tool to demarcate «friend» and «foe».Therefore, biblical expressions in media discourse is not just imagery, a sublime or solemn style, but a method of manipulation based on authority, moral principles, semantic richness, and archetypal images. They increase the emotional load of the text, form a moral assessment and influence the perception of information.In this process, the communicative and cultural competence of the recipient is of particular importance, as it allows them to adequately decode intertextual references and understand the meanings inherent in the text.The prospect is to study of biblical expressions in English and Polish.