The Role of Value Criteria in Achieving the Communicative Goals of Discourse

This article examines the role of value criteria in achieving communicative goals in different sociocultural contexts. Drawing on pragmalinguistic, sociolinguistic and axiological approaches, it analyses how values influence message perception, audience adaptation, trust building and pragmatic effectiveness. The study considers communicative situations from advertising, political discourse, education, official communication, scientific writing, and corporate speech. Special attention is paid to Uzbek and Russian examples, which reveal both universal and culture-specific value orientations. The findings show that value-based communication enhances interaction when used ethically, transparently and with respect for cultural diversity, while avoiding manipulation and one-sided influence.