Frames of everyday procreative discourse in modern culture

The phenomenological tradition in humanities and social studies everyday life as a sphere where the norms of human existence are formed, tested, and consolidated. In this respect, procreative discourse is of interest because this sphere reproduces man as actor and creator of culture. In addition, this sphere is under the increased influence of modern biotechnology. Research in this field faces some difficulties associated with methodological diversity and interdisciplinary dialogue. The article attempts to structure contemporary everyday procreative discourse by identifying basic worldview frames. Frame analysis appears to be a productive research tool for dealing with polyphonic discourse in the field of procreation. The article identifies and interprets the systems of worldview frames: explanatory, axiological-normative and attitude-centered frames. The main content and semantic components of these systems are outlined in the article. The proliferation of institutional and theoretical discourses into everyday procreative discourse is shown, their creative interpretation by discourse participants is discussed. The paper puts forward an assumption that the idea of the value of childhood, characteristic of postfigurative (according to M. Mead) types of culture, is connected with antinatal frames of attitude. Emergence of new social practices, crisis of explanatory and axiological-normative systems of frames, as well as their competition for authority in discourse, create ethically tense zones. As such, the practices of ART, reproductive law and family-role relations stand out in contemporary society.