The article deals with the specifics of the use of the concept HELD in the Modern German-language Internet discourse. The archetype of the hero is an important structure of both the individual and the collective unconscious, an element of both social and political culture of the nation. The semantic content of this archetype for the German people can be explored through the prism of its reflection in the relevant HELD concept, which is presented in the linguistic picture of the world of native speakers of the German language and language culture. In our study, we will focus on the use of the concept HELD in the headlines of Internet content, because the global network is the fastest to reflect all the trends and changes in the modern world in general and in public discourse in particular. The aim of our study is to analyze the features of the objectification of the HELD concept in the German linguoculture based on Internet discourse. To achieve this goal we will set the following tasks: 1) to analyze the transformation of the semantic content of the HELD concept in historical retrospect; 2) to single out the compatibility of the Held concept in the German-language Internet discourse and to distribute the selected material by semantic groups; 3) to analyze the semantic content of the HELD concept in the German-language Internet discourse. This article analyzes the compatibility of the concept and identifies key contexts, formed semantic groups for the use of the concept HELD in the linguistic picture of the world of modern Germans. As a result, conclusions were drawn about certain aspects of the social process in the modern German-speaking world (and, to some extent, Western civilization), which are reflected in the use and semantic content of the concept HELD in Internet discourse. The study of the context of the use of the concept HELD in modern German-language Internet discourse allows us to trace its associative-derivational (epidegmatic) connections, which fully reflect the connotation of the word at a certain time and in the relevant socio-cultural space. Thus, the use of the concept HELD in modern German-language media discourse allows us to highlight the semantic content of the concept, the dynamics of the archetype in the German-speaking space, as well as to trace the dominant values and current problems of society.

In the collective unconscious of almost every nation there is an archetype of the hero, which is reflected in the linguistic picture of the world through the appropriate concept. The purpose of this study is to analyze the significance of the "hero" archetype in German linguistic culture. The object of research is the use of the lexeme HELD in German. The subject of the research is the syntagmatic and paradigmatic connections of the lexeme HELD, as well as the semantic content of the corresponding concept in the German language. In our study, we rely on such methods as analytical, descriptive, inductive, as well as sociological and logical-psychological techniques and the elements of distributive analysis. Results. The semantic content of the "hero" archetype in modern German linguistic culture has been established. Conclusions. In the German collective unconscious a hero is a person (man) who performs brave or extraordinary, socially significant deeds and who is distinguished by moral qualities, first of all courage, fearlessness and sacrifice, which brings him public recognition and fame, and makes him a role model. In another sense, the hero is the main protagonist of a certain work. Practical implementation. The results of the research can be used to form the intercultural competence of students and to study the mentality of the German people.