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The monograph is devoted to the problems of linguistic influence on the processes of axiological categorisation of the world by a person. The author proposes a unified methodology of axiological linguistic deconstruction that allows us to cover a variety of diverse but united by an evaluative colouring of phenomena: value systems, evaluation, axiological conflict and strategies for its resolution, identity construction, hate speech, social stereotypes. The leitmotif of the book is the thesis of the probabilistic nature of speech influence and the interpretive freedom of the recipient.