Theoretical aspects by means of discourse analysis of juvenile subculture furry and its sublanguage in conditions of modern mass-media universum

Abstract. The article examines current theoretical and cultural discourse-analysis issue concerned with discourse studies and intercultural communication of modern mass-media universum, and cultural values in spiritual human space. Special attention is given to the significance of experimental verification in the authentic field volume for the dynamics of optimization and accuracy linguistic and extralinguistic data. Also examined are innovations in theory and forms of representation that are responses to such spiritual contexts and influences.