CONCEPTUAL SPHERE OF MEDIA DISCOURSE OF MATERNITY IN RUSSIAN AND DANISH PRINT MASS MEDIA

The results of linguoculturological analysis of the Russian and the Danish web-based media texts are described in the paper. The cultural and linguistic specifics of the representation of conceptual sphere of maternity media discourse - a fragment of the national conceptosphere composed of concepts as structural units - are considered. The research relevance is determined by the intense interest of modern scholars to the sociocultural content of the maternity phenomenon, as well as to the issue of the representation of the concept mother as one of the key cultural concepts in linguistic studies of various types. Comparative reference to the linguistic and linguoculturological representation of the key concepts of the Russian and Danish discourse of maternity - Mother / Mum (Moder / Mor) and Woman (Kvinde) allows making definite conclusions on the existence of their cultural and linguistic implementation features. This is due to both sociocultural and ethnopsychological factors: the predominance of interest in personal problems of women as part of the society in Danish media texts, and leveling the value of the personal in favor of the public and the national in the image of woman-mother produced in the Russian media texts; as well as interest to the maternity phenomenon as an opportunity for the social and personal development of woman in the Danish media discourse, and the prevalence of interest in the social aspects related to motherhood - in the Russian media discourse.