The article spotlights on myphoconcepts in a diachronical aspect. Ancient archetypes underlie mythoconcepts which represent mental ideas of a nation being structural components of a mythological picture of the world. As more and more information becomes digital, "digital natives" create mythoconcepts in a digital context. Currently, interest in the mythological picture of the world is increasing, nevertheless, it remains a little-studied area of linguistic knowledge. The relevance of the article is determined by contemporary mythologization in a digital context. The purpose of the research is to analyze mythoconcepts in a diachronical aspect comparing traditional and new cultural notions underlying them in digital contexts. The authors differentiate mythoconcepts and mythologemes, recognizing the mythoconcepts as certain stereotypes imbued with cultural meanings; meanwhile a mythologeme is an invariant complex of ideas and a "core" stable constituent part of mythoconcepts. The "core" of mythoconcepts -mythologemes represent the unchangeable archaic part which is transmitted from generation to generation. The key point is that a frame-structure of a mythoconcept can be represented by a blending of real (R) and irreal (IR) frames. The part of a mythoconcept determined by irreal descriptive and action frames with zoomorphic characteristics doesn`t transform in a diachronic aspect. It can be explained by an obscure nature of mytholexemes: their denotation is sacred, mystical, difficult to "touch", taboo.