OF PATRIOTISM IN THE FORMATION OF A NATIONAL BRAND (A CASE STUDY OF THE LANGUAGE OF CONTEMPORARY MEDIA)

The message of national identity is delivered in different types of discourse - political, economic, the discourse of show business and sport, advertising, tourism discourse, and more. The article describes the way the linguistic and pragmatic parameters of the phenomenon of patriotism form messages of national identity in the newspaper discourse, since with the increasing globalization of the communicative space, the types of communication aimed at manifesting national identity, namely, national branding, gain special significance. Providing conditions for the development of a national brand of any country is extremely relevant in view of integration and civilization processes, social, economic and geopolitical situation, and mass media propaganda. Cultural symbols, which are mental-cognitive units focused on a certain idea of the country and represent the typical reality, a typical phenomenon or a characteristic feature of civil life, play an important role in messaging the national identity. A cultural symbol may be expressed by a keyword denoting a cultural-labeled concept, stereotype, or a precedent. The phenomenon of patriotism, which is formed upon the higher feelings, is the basic axiological dominance of society, although the modern rethinking of value associations has led to the formation of changes in the concept of patriotism: noticeable tangible adjustments have been made by historical and social conditions over time. Patriotism is based on the emotional aspect of the nation-state outlook. Linguistic and pragmatic aspects of the phenomenon of patriotism in English-language newspaper texts reveal informative, evaluative, and instructive functions. Being formed under the influence of traditions, life experience, the system of values of the country they create prerequisites for the attitude of a person to his compatriots, the country, and the whole world.


Introduction.
With the increasing globalization of the communicative space, the types of communication aimed at conveying national identity, national branding being one of them, gain particular significance [1, p. 80]. Cultural symbols, which are mental-cognitive units focused on the idea of the country and mark the country's typical reality, a typical phenomenon or a typical feature of life, play an important role in the message of national identity. A cultural symbol may be expressed by a keyword denoting a cultural-labeled concept, stereotype, or a precedent [2, p. 392], which is the phenomenon of patriotism. Formed on higher feelings, it is the basic axiological dominant of society.
The modern rethinking of value associations has led to changes in the concept of patriotism: there are noticeable tangible adjustments to times, historical and social conditions, especially in the context of globalization when the national culture is replaced by the mass culture. Accordingly, the concept of the text as an object of the analysis gradually changed: the text is viewed together with the features of the context that determine its communicative, structural, semantic, and rhetorical features. Linguists distinguish four basic communicative (pragmatic) functions of the text: signifying, informative (influence on the intellectual sphere of the recipient through the description of things, phenomena, and events); evaluative (influence on the system of views, change of attitude of the addressee of the message to phenomena, objects, etc.); instructive (influence on the behavior of the recipient of the information) [3, p. 12].
The relevance of the research is determined by the special place of the phenomenon of patriotism in the linguistic worldview and its importance for the individual, as well as the linguistic community as a whole. Until now, the means of explicating patriotism in the English-language worldview still have to be considered, so the analysis of contemporary English-language newspaper discourse will contribute to a deeper understanding of the dominant values of society.
The message of national identity occurs in different types of discourse -political, economic, discourse of show business and sport, advertising, tourism discourse, etc. [1, p. 81]. In this paper, we explore the ways linguistic and pragmatic parameters of the phenomenon of patriotism shape messages of national identity in the newspaper discourse.
The The purpose of the article is to analyze the linguistic means of implementing the phenomenon of patriotism in the creation of a national brand used in the language of contemporary English-language media.
The subject of the research is the phenomenon of patriotism as an important element of national branding.
The subject of the research is linguistic mechanisms of constructing the phenomenon of patriotism, its characteristics (lexical and semantic), and pragmatic functioning in contemporary English-language media.
Materials of the study were sources of illustrative material (electronic versions of the Daily Mail, Morning Star, Mirror, The Telegraph, and Sunday Express).
The continuous sampling method of English-language newspaper texts in the period of 2008-2019 revealed 600 cases of use of the lexical item of "patriotism", as well as 100 cases of its indirect nomination.
Results of the research. National identity is a subjective relation, individual and collective, with the national community, a sense of belonging to it, its history, territory, culture, its political and economic interests [4, p. 11]. Therefore, national identity, as a special form of social identity, is created and reproduced, as well as being changed and destroyed in the discourse [5, p. 4].
The need to form a national brand and a favorable perception of the country in the international arena indicates the importance of scientific analysis of existing theoretical approaches to the interpretation of modern national branding strategies. National branding is a series of measures in the fields of exports, tourism, culture, domestic and foreign policy, and investment in developing and implementing the state brand building strategy aimed at improving the image of the country, perceived by the local population and foreigners and enabled by a variety of instruments (communication, marketing, public diplomacy, etc.) [6]. It is impossible to study the state as a brand without defining national identity.
A well-developed strong sense of national identity has the power to be a productive and enabling force within the society, providing positive social capital, with benefits such as improved cooperation with others, improved information flows, and more effective, better functioning government and other democratic institutions. National identity is the sense of belonging one has to a state or a nation, or a sense of solidarity one feels towards a particular group, disregarding one's actual citizenship status. If one views national identity positively, it is typically called "patriotism" [7, p. 77].
Patriotism presupposes pride for material and spiritual achievements of people, motherland, and a desire to save its characteristic features, its cultural acquisition, and protection of interests of the society, the nation as a whole. The associative images of these feelings can be colors, illustrations, signs, symbols, sounds, smells, which in some way are connected with the identification of a certain nation, people [8].
Patriotism, as a mental quality of human consciousness, is a kind of abstract unit that a person uses to reflect the experience of generations. The Philosophical Encyclopedic Dictionary defines this phenomenon as follows: patriotism (from the Greek "patria" -"motherland") is a love for the native land, responsibility for its fate, and willingness to serve its interests; in case of need, selfless defense of the achievements of its people; sociopolitical and moral principle, which in a general form expresses the above-mentioned feelings and emotional states in general [9, p. 471].
Patriotism is based on the emotional aspect of the nation-state outlook. Formed under the influence of traditions, life experience, value system, feelings, etc., patriotism creates prerequisites for a person's attitude to his compatriots, country, and the whole world. That is why it is important to realize that patriotism manifests a wide range of meanings, such as love, traditions, and beliefs.
The lexical and semantic feature of these linguistic units in the English-language newspaper discourse manifests itself in the heterogeneity of their meanings. Thematic indicators of belonging to different categories are the basis for the classification of the elements of the phenomenon. Any language means expresses the main indicator of the meaning of the notion: a lexical item, a phrase, a context: The inner content of patriotism is the signs -the results of the process of understanding the essence of a certain social phenomenon, presented in the newspaper discourse. A characteristic feature of contemporary media is the search for new, striking means: words, images, and stylistic techniques. To enhance the expressiveness and emotionality of the language, to more accurately translate the content and express a generalized meaning, to create an appreciable effect in the language of the media, various stylistic tropes are used. A significant body of examples that illustrate the phenomenon of patriotism in the Englishlanguage newspaper discourse is represented by such stylistic means as metaphor, epithet, and comparison.
Metaphor as a phenomenon of consciousness is manifested in language, as well as in thinking and in action: "Our everyday conceptual system, within which we think and act, is essentially metaphorical" [15, p. 256]. For the most part, this stylistic tool is used to tune the addressee's behavior to an emotional level, which organizes and structures the human perception of the surrounding world [16, p. 53]. In the English-language newspaper discourse, metaphors have been found to fill the notion of "patriotism" with the following characteristics: -a way to cause a negative reaction of the readerlexical units that give the notion of patriotism a pejorative connotation: in tumult of patriotism [ [13, Nov 30, 2015].
Epithets being the most popular linguistic means vividly representing the phenomenon of patriotism reveals the author's vision of the world picture. The epithet helps to give a clearer assessment of a certain fact, to sharpen the reader's attention, characterizing the object from the point of view of the author's perception, necessarily contains a subjective assessment of the relevant fact [17, p. 127]. In the English-language newspaper discourse, epithets were found to fill the notion of patriotism with the following characteristics: -sensitivity: heart-felt patriotism [ [11, Sep 7, 2017]; American patriotism is a revelation [12, Jul 2, 2015]. The introduction of this stylistic tool helps the author create a clearer reader's idea of the events described in the text [19, p. 8].
Conclusions. Thus, the usage of the phenomenon of patriotism in the newspaper discourse is contributing to the formation of the country's national brand. Each newspaper text contains certain linguistic and pragmatic parameters of this notion that have a significant impact on its semantic structure. Newspaper texts are designed to attract the attention of the readership and arouse interest in the issues of national identity. This is a part of the process of national branding by means of the newspaper language. While pursuing the goal of informing the public about the situations with patriotism, journalists often resort to expressive means to emphasize the meaning of words and influence readers' perceptions. Thus, the linguistic and pragmatic aspects of the phenomenon of patriotism in the language of contemporary English-language media fulfill certain functions. They are informative (influence on the intellectual sphere), evaluative (influence on the system of views, change of attitude of the addressee of the message to the phenomenon), and instructive (influencing the behavior of the recipient of information using lexical and grammatical and stylistic linguistic means). We see the prospects for further research in considering the multimodal nature of national branding and the phenomenon of patriotism as its integral part.