ATTRIBUTIVE CONNECTIVITY OF CONCEPT OF DIGNITY IN THE MODERN UKRAINIAN INTERNET DISCOURS

Тhe article is devoted to the actual problem of displaying one of the moral-ethical concepts in the modern Internet discourse ̶ the concept of DIGNITY. The author notes that media discourse has the ability to influence the formation of mental concepts of the language picture of the world. The time-based determinism of media communication makes it possible to record the features of the verbal content of concepts in a particular time period and therefore realize diachronic comparative analysis. 143 Аttributive connectivity of the concept of DIGNITY gives the possibility to define varieties of dignity depending on the group of subjects that are characterized by dignity as a moral and ethical value, and depending on the content of the concept (existential, moral and social dignity). The following varieties of dignity are singled out: human dignity as a selfsufficient value; the dignity of a person as a representative of a certain group, which, from the point of view of the speaker, is not able to fully exercise his rights in Ukraine; the dignity of a person as a representative of the nation; the dignity of the nation and the state; the dignity of a particular person; the dignity of labor as one of the spheres of human life. Fragments of discourse, which refers to the dignity of a odious Ukrainian political figures, demonstrate the comparison of two treatments of dignity ̶ existential (with emphasis on the legal context) and moral; attributive phrase with the names of such persons has signs of oxymoron. A kind of dignity associated with a subject ̶ a representative of a group, whose rights, according to the speaker, potentially can not be fully realized, reveals a contradiction between the existential treatment of dignity and its legal embodiment.