AXIOLOGICAL POTENTIAL OF COLOR TERM CULTURAL CODES IN RUSSIAN, ENGLISH AND FRENCH MEDIA TEXTS

Color terms are of a big interest for modern media discourse studies. The color is an integral cultural component epitomizing various aesthetical and moral values, it is surrounded by the system of associations, nuances and explanations. Color terms are multi-layered components of cultural codes, so studying them is important for modern journalism theory and practice. Analyzing color symbols in verbal communication and mass-media in Russian, English and French is important since it allows interpreting color terms in media texts as some kind of symbols. Modern mass media form media discourse, creating information mass-media space. Color terms dynamics is viewed as a process of interaction with the social and natural environment, which is also reflected in forming idioms that often lack color motivation. The deeper level of meaning contains knowledge connecting people with cultural values, laws and behavior samples. Between these extreme levels there are horizontal lines of meaning that are decoded in their axiological perception. The research has shown that color terms reflect cultural and national stereotypes of linguistic communities, they represent important.hanges in mass consciousness. At the same time, they also represent convenient and high-capacity methods of storing and transmitting information in the media space. Color terms and color symbols are an important component of the media discourse, containing fine axiological and semantic nuances that demonstrate the attitude of native speakers towards their past and their present.