Based on the ideas of W. von Humboldt, the article presents the experience of linguoaxiological analysis of social materia . The purpose of the work is to descri e the inguistic representatives of the concept of « i era ism» in the framework of Humboldtian ideas about the language-spirit. The relevance of the problem is due to the need for linguistic understanding of debatable socio-political phenomena. The thesis is substantiated that the language, reflecting in its units the cumulative will of the majority, serves as the most objective marker of national self-consciousness. The concept of«axio ogica eitmotif» is proposed. Its presence in the words of the most heterogeneous semantics is shown on a specific language material. The national-specific conceptualization of the reference situation by the language-spirit and its trans- formation into meaning is demonstrated. Language conceptualization has semantic and axiological continuity, which is established by diachronic research. In particular, the origins of the attitude of Russian society towards liberalism can be clarified by the words man and freedom, the inner form of which dates back to the all-Slavic period. An explanation of the modern non-terminological use of the lexeme liberalism and its derivatives is proposed. Through various types of representative contexts, some national priorities of Russian speakers in the socio-political field have been identified.
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