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Abstract: The article presents an analysis of discursive mechanisms leading to transformation of the personal name of the current Minister of Education and Science of the Russian Federation into an axiological unit. The article demonstrates one of the possible algorithms of evaluation category analysis in media discourse which comprises several steps: 1) definition of the prevailing type of evaluation; 2) actualization of values within the personal evaluation process; 3) means of speech image creation and their role in axiological unit modeling; 4) presentation of the most widespread evaluative predicates; 5) identification and analysis of the axiological commentaries. The obtained results confirm the hypothesis of a gradual conversion of an anthroponym into a political ideologeme. The main conclusions are: utilitarian evaluation prevails in mass media characteristics of the Minister; humanization, patriotism and personal development are the main pedagogical values highlighted in evaluation process; official documents clichés, media-political jargon and professional pedagogical statements are important parts of the process of formation of an axiologeme; characteristics of the Minister’s activity, evaluation of his policy and its results, reaction to the Minister’s utterances and his behavior, demonstration of the desirable behavior type and the statistical indexes are the most prevalent evaluative predicates; axiological commentaries devoted to the Minister and his reforms are of controversial character. The prospects of this research can be connected with further comparison of evaluation category of educational reform and its key figures in different countries and languages.