The modern use of the word valeur as a reference notion or a term highlights its status of a sign referring to an archive of knowledge the conceptual formation thereof is applicable to the history of language. By means of semiometrics, a type of semantic diachronic analysis based on the study of representative texts, the paper presents a retrospective evolution of the sign. The paper examines the original generic semantic structure, significant periods of the sign's conceptual transformation in the history of the French language, and the vectors of generalization and differentiation by the anthropological criterion and, taken together, they uncover a tendency of formation of a categorical status sign.

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The article focuses on the study of strategic importance as a qualitative category of discourse, characterizing the promotion of significant meaning in an axiologically parametrized media space. As part of the discursivization trajectory model, which was justified in line with a dynamic approach to the discourse study using the methods of inferential and interpretative analysis, the strategic nature of media discourse is set. It is organized by targeted, relevant important concept of "Innovation" as well as the ways of its implementation in axiological strategies. The type of discourse topic and intentionality of promoting significant meaning in the vector from the world of real to the world of proper and desired endow this discourse with a valorizing, constructive and prescriptive character. The projected axiological strategies and tactics contribute to rethinking and enriching the structure of the concept of "Innovation". In the prevailing strategy of negative valorization, in the tactics of devalorizing evaluation nomination of innovations as a realized phenomenon, axiological oppositions, metaphorization, disursivization is focused on the prototypical maximum of the concept of "Innovation" in contrasting "truly innovative – declared innovative" in the world of action. In the structure of the concept, based on a sustainable view of innovation as a means of modernization, actual new homeostatic nodes are being formed. They link development, progress and openness, inevitability of innovations and readiness to implement them.

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