The article explores evaluativity within the domain of media language. At its core, evaluativity is an attitudinal-conceptual category that, in media texts, becomes a tool for expressing public opinion. It reflects the communicator’s subjective stance toward an event or individual and transforms into an ideological and persuasive impulse within the media. Especially in the digital environment — where content dissemination often relies on expressed attitudes — evaluativity becomes a key component of media language.
In linguistic studies, it is viewed as a system that includes the parameters of attitude, engagement, and graduation. In the Armenian academic field, the topic remains underexplored, although there are isolated studies related to the language of the press, public speech, and advertising. The article aims to provide a comprehensive account of the role of evaluativity in contemporary mass media, examining it on both linguistic levels (word, sentence) and in discourse and macro-contextual dimensions — such as author, audience, genre, media platform, and the
broader cultural-political context.