In this article the author considers the problem of concept verbalization. The concept “our industry” was selected for the analysis as the modernization of industry has become a priority task for the state. Its effective implementation depends on a competent information policy, which basis on the correct understanding of the concept “our industry” and its characteristics. For this purpose the associative experiment was held, which allowed to determine the respondents’ attitude to the subject matter. Therefore attitudes to the condition of the Russian industry, existing in the society, were revealed. The research has demonstrated variability in the perception of “our industry” concept and its dependence on audience characteristics. The author concludes that in modern discourse the concept “Russian industry” requires a serious modeling that will enable it to evolve in the process of the value-meaning components changing.

industry, media, concept, discourse, public information policy, associative experiment.

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