Actualizing the Complex Anti-Value Concept of Insincerity in Comic Discourse of English Linguistic Culture

The article introduces the primary and secondary functions of the anti-value concept of insincerity in the comic discourse of English culture. The anti-value concept of insincerity is considered as a complex concept. The author performed a cognitive and axiological analyses of the primary and secondary functions of this concept within comic discourse. The analysis featured 50 episodes of stand-up comedy, 40 episodes of various sketchcoms, and 500 episodes of various sitcoms. Insincerity proved to be a complex humorous concept actualized through primary and secondary functions. The primary function of the concept is realized through obvious lies or hypocrisy. In its secondary function, the concept of insincerity is actualized in making fun of various anti-values, e.g., greed, cowardice, cruelty, lust, etc. In modern English culture, insincerity is a positive means of ridiculing other anti-values. In such cases, stupidity of the deceived one is usually ridiculed, and insincerity becomes a sign of smartness or cunning.