The paper focuses on the methods of linguistic analysis in the sphere of teaching foreign languages as a form of shaping students' identity. By putting forward the hypothesis that proper language acquisition should be based on fundamental cultural values and their adequate linguistic interpretation, we propose the pragmatic and axiological linguistic modelling as an indispensable FLT tool, develop its methodology and prove its future validity on the material of FLT discourse. The research gives a step-by-step explanation of how to implement this modelling through discourse analysis, pragmatic-communicative analysis, functional and linguoaxiological analysis. This procedure foregrounds dominant axiological spheres through the process of constructing value-charged concepts of the professional FLT discourse. From the standpoint of generating FLT material, the method helps to reflect most important professional processes and purposefully form students' professional competences necessary in the sphere.

Drawing on the studies of linguistics, axiology and discourse analysis, this paper contributes to the linguistic framework of value-based communication studies by establishing the algorithm of shaping values in popular science IT discourse via the set of linguo-axiological methods. The authors' aims include establishing dominating communicative strategies employed by the authors of the texts; identifying language structures and lexical means responsible for the both explicit and implicit formation and verbalization of certain values represented in the texts about YouTube; organizing the identified values into a system as presented by the authors of the texts. The paper uncovers dominant YouTube text characteristics, focusing on the instrumental role of values this type of discourse represents, and implements a complex methodological set (CDA and linguo-axiological analysis) in order to outline three basic communicative strategies that the authors of the texts employ: the information strategy; the instruction strategy; the evaluation strategy. The conducted research reveals that the texts of mass media about YouTube contain the following values, classified by the authors into three axiological groups: relevance (approval, authenticity, entertainment, fame, influence, popularity); relationship (accessibility, connection, feedback, relatability); profession (career, competitiveness, money, promotion, time). The results of the study include theoretical conclusions about how the modern-day discourse of information technology (IT-discourse) reflects both fundamental and profession-specific human values, thus shaping the way addressees perceive the industry through language. These findings make it possible to form a new type of IT-discourse text architecture, which would take into account the pragmatic-axiological charge necessary to shape and divert the set of addressees’ values.

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Purpose: The article substantiates the necessity to include the concept of identity, in general, and professional identity, in particular, as an indispensable element of virtually every major scientific linguistic investigation, and provides the rationale behind current investigation by justifying the research subject from psychological, sociological, and applied-linguistic perspectives. Methodology: In order to meet the stated objectives of the research, the following methods of analysis have been chosen: continuous sampling method along with corpus data collection (in order to facilitate further data analysis and reduce measurement errors to a minimum); discourse analysis (to single out and scrutinise encountered discursive markers along with their functioning in the chosen discursive space); functional analysis (to figure out the functional diapason of the analysed discourse); statistical data analysis (to assess collected, explored and presented amount of data in order to discover the underlying trends and patterns). Result: All the discursive markers collaborate with one another, forming a strong synergistic effect in terms of both the functional scope of language units and the functional scope of professional identity formation. In conclusion, the combined functional diapason of those discursive markers in popular science IT discourses significantly contributes to the overall partial construction of non-specialist’s professional identity. Applications: This research can be used for universities, teachers, and students. Novelty/Originality: In this research, the model of Forming professional identity in popular science IT discourse is presented in a comprehensive and complete manner.

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