The paper presents the results of the study of the semantic status of the concept of “love” in the mind of young people today. The author tested the hypothesis of transformation of traditional meaning of “love” being one of the basic cultural and personal values. The study, in which 72 people participated, was carried out with the help of the semantic differential method. The author conducted a comparative analysis of the semantics of “love” and the semantics of “I”, “family”, “friends”, “success”, “sex”, and “money” stimuli. The factors of semantic assessment of “emotional sensitivity”, “dullness”, “simplicity”, “vigor”, “individualism”, and “freedom” were determined. The analysis revealed differences in the view of “love” and the stimuli compared. Besides traditional positive semantics, young people today associate “love” with individualism and difficulty. The correlation of such assessment with family status has been shown.

Kyshtymova Irina Mikhailovna, Doctor of Sciences (Psychology), Professor, Department of Psychology of Education and Personal Development, Irkutsk State University, 1, K. Marx st., Irkutsk, 664003, Russian Federation, e-mail: info@creativity.ru 

Makarevich Valentina Vasilievna, Graduate Student, Baikal State University, 11, Lenin st., Irkutsk, 664003, Russian Federation, e-mail: makarusha_2010@mail.ru

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