Methods: The main methods used in the study are contextual, syntagmatic and component analyses. Contextual analysis has given an opportunity to define the way and language means of presentation of the mentioned concept and its concept field. It also hasmade it possible to demonstrate the language means, which show the journalists" intentions to present information to the audience, and has allowed to describe the interconnection between language interpretation character and variants of texts axiological paradigm. Syntagmatic analysis, particularly the analysis of left and right combination of words in the text, has identified subjective and objective relationships in the concept"s presentation, and the measure of saturation of the concept field with metaphoric and metonymic models, which are based on axiological principles. Component analysis has disclosed the peculiarities of structure of meaning of separate semantic variants of words.
Results: In the result of studying 467 headings of articles inmass media the concept field COVID-19 was built. It was fulfilled on the base of presentation of a medical term as a concept. Definition of axiological variability of headings as the basis of seleection of lexical and grammatical means, and presentat&ion of core concept in its subjective and objective relationships inside the sentence/ utterance were done.
Conclusions: The language means of different evaluative segments of the field have common and varied functions. The commonness is in informin&g the population about development of events and the difference is in the ways of transferring the evaluative component of information. The grammatical means are more actively used to actualize their semantic and stylistic potential in the headings w&ith negative and partially positive content.
