Abstract
The article is aimed at studying the main evaluation strategies and tactics through contextual analysis of immigration problems in the British social media discourse. The article considers evaluation as a cognitive-pragmatic phenomenon and identifies it as a powerful means of persuasion for manipulating public opinion. The commutative strategies and tactics are defined as the main tools to achieve the author’s pragmatic intention and the goal. Thus, it has become relevant to identify what evaluation strategies and tactics the author uses to highlight immigration issues in British society. As a result, the diversity of examples allows us to conclude that a key evaluation strategy of British media discourse that presents the immigration issues is a strategy of disapproval, expressed through the tactics of a recognition of the existence of the problem, accusation, reproach, discredit, misunderstanding, doubt, indication of the future, disagreement and distancing that imply negative evaluation.