Value system as a basis for the construction of argumentation of the rhetorical genre

INTRODUCTION. The relevance of the research and its goal are formulated, which is to describe the hierarchy of values that are the basis of rhetorical argumentation and the main tool necessary to obtain the consent of the addressee. The final stage of this hierarchy is to establish the value basis of each rhetorical genre.MATERIALS AND METHODS. The subject of the study is scientific and political discourses, in which the most characteristic types of values are studied at all levels, using comparative, rhetorical and content analysis.RESULTS AND DISCUSSION. The concept of “value” in the meaning relevant to rhetoric is analyzed. It is established that the value system underlying rhetorical argumentation should be built separately for each type of discourse. It includes five main tiers reflecting the semantic dominants of the corresponding sphere of communication. The first level is occupied by universal values used in all spheres of communication. The second level consists of basic values reflecting the goals of the relevant sphere of public activity (institute). The third level is personal values, reflecting the required model of relations between the participants of communication, necessary for obtaining the planned result. Fourth level describes the values specific to each individual area of the relevant discourse. Finally, the fifth level is genre: here the main value, which is responsible for the unity and effectiveness of each rhetorical genre, is established.CONCLUSION. The interrelation of all levels of the model and the role of each level in obtaining the planned result is shown.