Neophilology
type: channel
description: Peer-reviewed journal "Neophilology"
publisher: Derzhavin Tambov State University
language: ru-RU
publication name: Neophilology
issn: 2587-6953
copyright: All rights to the article belong to the authors. The exclusive rights of the authors to the article are fixed by the Copyright © sign on the title page of the article. Authors publishing in journal “Neophilology” agree to the following: Authors retain the copyright to the work and grant the journal the right of first publication of the work under the terms of the Creative Commons Attribution 0 License (CC BY 4.0), which allows others to distribute this work with the obligatory preservation of references to the authors of the original work and the original publication in this journal. Authors have the right to make their work available on the Internet (e.g., institutional repository or personal website) before and during the peer review process of this journal, as this may lead to productive discussion and more citations to the work (See The Effect of Open Access). The authors retain the right to enter into certain contractual agreements regarding non-exclusive distribution of the version of the paper as published here (e.g., placing it in an institutional repository, publishing it in a book), with reference to its original publication in journal “Neophilology”. The authors assign the rights to use the original article, including the use of the article in the public domain, to the publisher of the journal under the terms of the non-exclusive license below (Licensed Agreement (public offer)).
items: Approaches to determining the methods of formation of Old Russian adverbs
items: A.S. Pushkin’s poems “I loved you” and “On the hills of Georgia” in the context of linguistic analysis of a literary text
items: Specialist’s communicative competence: genre aspect
items: Lexicographic portrait of the word destiny: theory and practice of text communication
items: Universal modes as components of the language of culture in the structure of the mental space of discourse
items: Genres of medical discourse in the literary texts of contemporary medical writers
items: The coloristic representation of cereals in the texts of various discourses: the color of wheat
items: Reflection of regional oikonymy in the works of writers of the Volgograd region
items: Urban codes in the reflection of urban media reality
items: From toponym to appellative: the mechanism of semantic transformation of the lexeme “bedlam” in the Russian language
items: Classics, contemporaries, companions: images of the “others” in David Burliuk’s magazine “Color and Rhyme”
items: The multi-layered mechanism of meaning formation in M. Bulgakov’s novel “The Master and Margarita”
items: Ecological-climate media image in shaping the sustainable development policy of the fuel and energy complex company
items: Scientific and practical substantiation of the significance of the media integration model in the context of the modern media industry
items: Thematic area “interaction with alumni” in university media
items: The transformation of sociocultural celebration practices: the electronic greeting card as a polycode text
items: Celebrities in advertising: advantages and risks (using the example of MTS advertising series)
items: Evolving portrayal of teachers in Russian animation
items: Modern trends in the children’s national cinema development (on the example of fairy-tale films)
items: Boratynsky and music: perspectives of art management in the general piano class
items: Irony and satire on the pages of “Tambov Bulletin of Announcements”
items: Communicative strategies and tactics used in the celebrity content on YouTube
items: https://neophilology.elpub.ru/jour/article/view/926
items: Retrospective and perspective of Russian avant-garde poetry in S.E. Biryukov’s monograph “Avant-garde and Transformpoetics”
items: In loving memory of Mikhail V. Gorbanevsky

Approaches to determining the methods of formation of Old Russian adverbs
type: item
description: INTRODUCTION. The problem of linguistically reliable definition of the method of formation of adverbs in the Old Russian language remains relevant at the present stage of the development of Russian grammatical science. The article presents a synchronous word-formation analysis of Old Russian adverbs, which makes it possible to identify and describe the causes of errors in determining their formation methods. The purpose of the study is to prove that the main way of forming adverbs for the era of the Old Russian period is the prefixal method, with the primary adverb acting as the generating base. MATERIALS AND METHODS. The research material is contexts containing adverbs of different lexical and grammatical categories from published (printed) monuments of ancient Russian writing and lexicographic data. Different approaches to the interpretation of the ways of formation of the studied units are investigated. The basis for interpretation is the word-formation and morphemic analysis of Old Russian adverbs in a synchronous section. Historical and comparative methods, contextual analysis techniques were used according to the task being solved. RESULTS AND DISCUSSION. The study found that incorrect conclusions about the formation of adverbs in the Old Russian language are based on their external similarity to the forms existing in the modern language; it is proved that the main way of forming adverbs for the era of the Old Russian period is the prefixal method, in which the primary adverb acts as the generating base. It is determined that in order to establish a real picture of the formation of adverbs in the Old Russian language, two conditions must be met: 1) to distance oneself from the theory of adverbialization as the only acceptable approach to understanding the way adverbs are formed; 2) to describe the word-formation types and lexico-semantic groups of adverbs strictly in a synchronous context, without relying on the transparent structurality of word forms in moder…
creator: S. I. Shcherbina
creator: E. V. Altabaeva
creator: T. P. Kovina
date: 2025-10-16
publication date: 2025-10-16
volume: 11

A.S. Pushkin’s poems “I loved you” and “On the hills of Georgia” in the context of linguistic analysis of a literary text
type: item
description: IMPORTANCE. The relevance of a comparative analysis of A.S. Pushkin’s poems “I loved you” and “On the hills of Georgia” lies in the methodology application of linguistic analysis of literary text. This approach is inherently comprehensive, enabling the most effective reflection of interdisciplinary connections and knowledge within the framework of a multi-level language system. The aim of the research is to use linguistic analysis to demonstrate the potential for interpreting Pushkin’s texts, taking into account their thematic and genre proximity, specifics of compositional structure, and imagery. Special attention is paid to the functional sentence perspective (actual division), which is often not considered a component of linguistic analysis of literary text. MATERIALS AND METHODS. The texts of A.S. Pushkin are presented as linguistic material. Descriptive and textual methods are used. RESULTS AND DISCUSSION. Research results confirm scholars’ conclusions about the simplicity of language in Pushkin’s texts as a characteristic feature of the poet’s individual style during his late creative period. The most significant trait, playing a considerable role in creating the overall imagery, is inversion, which exhibits proximity to colloquial literary speech. The study has identified semantic loads of grammatical components within utterances, demonstrating varying relationships with functional sentence perspective (actual division). Consequently, it has been established that functional sentence perspective facilitates the semantic development of the text, structures meaningful connections between utterances, and ultimately ensures a holistic comprehension of the text through their unity. CONCLUSION. The analysis of A.S. Pushkin’s poems has demonstrated the necessity of incorporating into the linguistic analysis of literary text not only its traditionally recognized components (the text’s history of creation, its themes and genre, imagery, and figurative-expressive device…
creator: A. L. Sharandin
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Specialist’s communicative competence: genre aspect
type: item
description: INTRODUCTION. For the needs of higher education, it is necessary to have a description of all the rhetorical genres in demand in the relevant professional communication, as a specialist's communicative competence directly depends on their ability to use stereotypes of institutional communication in their speech. Therefore, the aim of the study is to develop principles for selecting genre forms to create particular rhetoric necessary for forming the communicative competence of relevant specialists. MATERIALS AND METHODS. The study used diagnostic and causal analyses, which were accompanied by the use of abstraction and modeling methods. The material for analysis consisted, on the one hand, of modern scientific research in the field of linguistic genre theory, and on the other hand, of extensive empirical material collected by the author in the process of writing textbooks on rhetoric. RESULTS AND DISCUSSION. The research resulted in the formulation of a rhetorical approach to the construction of a genre system of particular rhetoric, which requires that first, the speech events characteristic of the work of the corresponding specialist be selected; then the obligatory (mandatory for this particular rhetoric) genres are identified. Next, poly-discursive genres (characteristic of several particular rhetorics, but having significant specific features in each rhetoric) and free genres (not tied to a particular discourse) are distinguished. Finally, peripheral genres (not mandatory for use, not tied to certain professionally significant situations) are considered last. CONCLUSION. The author concludes that in order to create genre classifications, it is necessary to use rhetorical criteria for their selection, reflecting the purpose of this discipline.
creator: T. V. Anisimova
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Lexicographic portrait of the word destiny: theory and practice of text communication
type: item
description: INTRODUCTION. At the present stage of the development of national culture, much attention is paid to words that define the linguistic and philosophical aspects of the Russian linguistic worldview. The concept of destiny is included in the system of these ideas, that as part of the study and further analysis of the definitions of dictionaries of various types, a system of word-formation, combinability, associative and etymological possibilities of the word destiny has been determined. On this basis, the properties of this lexeme are described, which are elusive outside the framework of the integral description. The purpose of the study is to establish the features of the modern understanding of the Russian lexeme destiny and the creation of its lexicographic portrait. MATERIALS AND METHODS. The research material is data from dictionaries of various types. During the analysis, it is necessary to take into account the principles and techniques of the descriptive method, comparison; analysis of linguistic, scientific and educational literature, generalization and elements of the statistical method of illustration. RESULTS AND DISCUSSION. The lexicographic portrait of the word destiny is compiled. CONCLUSION. It is established that the development of meaningful, grammatical and other resources of the word destiny is driven by national and culturological perceptions of Russian people. Consequently, it is possible to establish ethnocultural connotations that are represented by a specific lexeme and its derivates in the process of lexicographic portraying.
creator: S. V. Piskunov
creator: V. M. Shvetsova
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Universal modes as components of the language of culture in the structure of the mental space of discourse
type: item
description: INTRODUCTION. The description of the national and cultural specifics of language as a systemic and functional education within, first of all, traditional culture takes place in the context of research on the relationship between language and culture, in particular, the study of mental spaces. The purpose of the study is to model the discursive space in the context of the functioning of universal modes as components of the semantic–semiotic language of culture within the framework of its conceptualization. MATERIALS AND METHODS. The research materials are the theoretical and practical research of linguists in the field of the functioning of mental space as a field of conceptualization of language and culture, the field materials of the author of the article, collected in the Tambov region. The research methods are observation, the field research method, the hermeneutic method as a basic analysis of semantic and semiotic meanings and meanings of the constituent components, contextual and semantic analyses, as well as elements of discursive analysis. RESULTS AND DISCUSSION. The analysis of the representation of national and cultural peculiarities of language within the framework of the mental spaces of cultural discourses is given. The components of modeling the discourse of mental space, including the structure, principles, organization, dynamics of being, forms of its organization and expression, are considered, the components of the semantic core of culture and their functioning in the form of universal modes “being in oneself”, “being for oneself”, “being for another” are shown. The study of discursive space in the context of the functioning of universal modes is based on the example of field materials collected in the Tambov region. CONCLUSION. The prospects for further scientific research should be aimed at studying the discourse of traditional culture as a single mental space.
creator: O. N. Andreeva
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Genres of medical discourse in the literary texts of contemporary medical writers
type: item
description: INTRODUCTION. The analysis of the specific features of the genres of medical discourse reflected in the literary texts of the 21st-century authors is currently insufficiently understudied, which is why this problem has become the focus of our scientific research, which focuses on the specifics of selecting linguistic means that contribute to the realization of the addressee‟s intention, as well as determining the frequency of certain speech genres. MATERIALS AND METHODS. The empirical basis for the study was the works of contemporary medical writers T.Y. Solomatina “Obstetrician- HA!” and A.A. Lomachinsky “Stories of a forensic expert”. The primary research methods used are the method of contextual analysis, comparative analysis and discursive analysis. RESULTS AND DISCUSSION. The primary speech genres of medical discourse are predominant: persuasion, the genre of invective, supplication, and request. In second place in terms of frequency is diagnosis and clarification. The most frequent genres reflected in the texts of T.Y. Solomotina and A.A. Lomachinsky were request and persuasion, which is related to the specifics of the doctor‟ s work, as well as the subjects of communication. It should be noted that a typical set of linguistic means inherent in a particular genre, or attachment to the corresponding communicator (doctor) is not always present in the text. Thus, in the genre of explanation, familiar phrases could be used in a humorous way. The genre of diagnosis is fixed in the patient‟s speech. The request is conveyed in an exaggerated form using animalistic lexemes and manipulative techniques (flattery). This speech genre is also implemented as a warning. CONCLUSION. Thus, in order to determine the uniqueness of the genres of medical discourse reflected in literary texts, it is important to take into account such parameters of the communicative situation as the addressee‟s factor and the addressee‟ s intention, the non-triviality of the situations depicted. Al…
creator: E. A. Krivchenko
date: 2025-10-16
publication date: 2025-10-16
volume: 11

The coloristic representation of cereals in the texts of various discourses: the color of wheat
type: item
description: INTRODUCTION. The aim of the study is to reconstruct a section of the color concept sphere in the floral domain of the Russian language, based on the analysis of color descriptions of wheat used in texts from various discourse genres. MATERIALS AND METHODS. The material of the polydiscursive research was: lexicographic sources (explanatory dictionaries, associative dictionaries, dictionaries of color meanings); the results of a directed associative experiment (332 respondents); the “Collected Works” of K.G. Paustovsky; data from the National Corpus of the Russian language; advertising texts (“Avito”). Research methods: continuous sampling method, descriptive- analytical, contextual, method of directed associative experiment, quantitative data processing. RESULTS AND DISCUSSION. The composition of significant color meanings in the color perception and representation of wheat has been revealed (24). The dominant colors are set. Unique color descriptions reflecting an individual color picture of the world have been revealed. The methods of clarifying the color representation of a plant (shade palette, color compatibility) are described. Methods of expanding the spectrum with metal tokens, tokens with the value of color intensity, with implicit color, up to tokens with the value of „light‟ have been established. The compatibility of color meanings with phytonymic vocabulary, with other natural vocabulary, and with spatial vocabulary is described. The functional potential of descriptions is revealed, realized in the ontological, specific, pictorial and expressive function, prototypical, in the function of creating a color chronotope. The degree of realization of the prototypical function of descriptions is characterized (the spectrum of color meanings created on their basis is revealed, 15 of which were not previously reflected in dictionaries of color meanings); the specifics of their functioning in advertising discourse are described. CONCLUSION. The conclusion is made…
creator: T. V. Sivova
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Reflection of regional oikonymy in the works of writers of the Volgograd region
type: item
description: INTRODUCTION. The aim of the work is to study the functional aspect of regional oikonymy (names of settlements) in the works of writers of the Volgograd region. MATERIALS AND METHODS. The main research methods are descriptive and analytical, represented by a combination of the following techniques: observation, comparison, generalization, commenting and interpretation of empirical material, and aspectual, represented by functional and contextual analyses. The research material was the author’s file of regional oikonyms (a total of 120), extracted from specific texts by B.P. Ekimov, S.N. Sinyakin, A.I. Egin and some other authors. RESULTS AND DISCUSSION. The concept of the oikonymic dominant of a literary text is proposed, and the conditions that influence the acquisition of dominant status by an oikonymic unit are described. This concept appears to have a conceptual value in the study of a local text (in our case, the triad “Tsaritsyn – Stalingrad – Volgograd”) and in the functional analysis of proper names. It is established that many oikonyms of the Stalingrad text perform localizing and identifying functions, some – plot-forming and semantic. Special attention is givento the analysis of oikonymy in the works of B.P. Ekimov, showcasing the toponymic diversity and nominative variability of geographical names. A characteristic feature of many of his works is the paragraph-long accumulation of oikonyms associated with the realization of motives of loneliness, memory, desolation or disappearance. Oikonyms in his prose are capable of fulfilling mnemonic, emotional-evaluative and didactic functions. CONCLUSION. Works by regional authors, who focus on the onomasticon of their homeland when creating the space of the artistic world, sometimes preserve vanished (having undergone any territorial and administrative changes) toponyms, variants of names (official/ unofficial) of the settlement and its inhabitants, not recorded by specialized dictionaries, include versions of th…
creator: V. V. Dashchinsky
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Urban codes in the reflection of urban media reality
type: item
description: INTRODUCTION. The work is aimed at studying the mechanisms of constructing modern urban identity through the prism of the interaction of material and digital semiotic systems. The research is aimed at applying Lotman’s methodology to analyze the role of semiotic urban codes of Rostovon- Don in the formation of its media image in the digital age. A system tool (table) is proposed for analyzing the interaction of historical and modern urban codes in the media space. MATERIALS AND METHODS. The semiotic approach of Yu.M. Lotman is applied, with the help of which the city is presented as a “dynamic semiosphere”, where conflict and hybridization of codes form new levels of representation of urban space. Using the materials of the urban media of Rostov-on-Don as an example, the article analyzes how historical and modern urban codes interact and transform in the media space today. RESULTS OF THE STUDY. A systematic approach to identifying the specifics of historical and modern urban codes that shape the rethinking of urban identity is presented. The study showed that the semiosphere of the city is structured through the dialectical interaction of historical and modern codes, where the former (architectural monuments, traditional practices, linguistic markers) serve as stabilizing elements of the cultural landscape, and the latter (modern architectural complexes, digital communications, new economic models) act as dynamic factors of transformation. CONCLUSION. The study demonstrated that media reality does not just reflect the city, but becomes an instrument of government, communities and individual users in the struggle for the meanings of the urban environment. The work contributes to the discussion on the transformation of urban semiotics in the context of digitalization and provides a methodological framework for analyzing similar processes in other post-Soviet cities.
creator: N. I. Fedoseeva
date: 2025-10-16
publication date: 2025-10-16
volume: 11

From toponym to appellative: the mechanism of semantic transformation of the lexeme “bedlam” in the Russian language
type: item
description: INTRODUCTION. The lexeme “bedlam” is a striking example of a linguistic phenomenon – the transition of a proper noun into a common noun with complete determinologization and the acquisition of a stable expressive coloring. Its semantic evolution reflects the deep processes of metaphorical transfer and adaptation of borrowings in the Russian language. The aim of the study is to trace the etymology, stages of semantic transformation, and determine the stylistic status of the lexeme “bedlam” in modern Russian. MATERIALS AND METHODS. The research material consisted of data from authoritative lexicographic sources of the 20th–21st centuries (dictionaries of foreign words, explanatory, encyclopedic, and specialized dictionaries). Etymological, semantic, and stylistic analysis methods were used, as well as the method of continuous sampling and systematization of dictionary definitions. RESEARCH RESULTS. It has been established that the semantics of the word “bedlam” have evolved from the name of a specific institution (a psychiatric hospital in London) to an expressive designation for extreme chaos and disorder. A mechanism of metonymic transfer (place name → phenomenon characteristic of it) has been identified, leading to the complete loss of its direct nominative meaning. It has been proven that in modern Russian, the lexeme has firmly established itself in colloquial style, functioning as a synonym for the words “chaos”, “mess”, and “confusion”. CONCLUSION. Three key stages in the history of the lexeme have been identified: borrowing, metaphorization, and determinologization. It has been established that its stylistic marking and expressiveness are a direct consequence of the semantic shift that occurred. It is concluded that the history of the word “bedlam” is a canonical example of the interaction between extralinguistic factors (the history of the institution) and intralinguistic processes (semantic shift), which enrich the language with expressive means.
creator: I. A. Martynenko
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Classics, contemporaries, companions: images of the “others” in David Burliuk’s magazine “Color and Rhyme”
type: item
description: INTRODUCTION. The magazine “Color and Rhyme”, published by David Burliuk in emigration, has traditionally been interpreted as a tool of his self-presentation. However, it also contained materials devoted to other writers and artists – ranging from the classics to American authors, representatives of Russian America, and fellow Futurists. These texts, previously only mentioned, are analyzed here for the first time. MATERIALS AND METHODS. Issues of the magazine from 1931 to 1966 are examined using historical-literary and literary-biographical method. RESULTS AND DISCUSSION. The analysis reveals that the magazine featured not only figures of classical literature and painting but also contemporaries in America: local poets and artists, as well as émigrés from Russia. The publications fulfilled an educational function, supported emerging authors and artists, and preserved the memory of fellow Futurists, above all V. Khlebnikov, V. Kamensky, and V. Mayakovsky. CONCLUSION. The materials devoted to figures of literature and art reflect David Burliuk’s particular commitment to educational activity. His magazine project acted as a cultural bridge between different spaces – Russia and America, the émigré milieu and the artistic metropolis, classical heritage and avant-garde experimentation. Thus, “Color and Rhyme” served as a platform of cultural mediation, performing important functions of information, education, and the shaping of artistic taste.
creator: I. O. Mashenkova
creator: V. P. Sereda
date: 2025-10-16
publication date: 2025-10-16
volume: 11

The multi-layered mechanism of meaning formation in M. Bulgakov’s novel “The Master and Margarita”
type: item
description: INTRODUCTION. This research examines the multi-layered mechanism of meaning formation in a work of art, which is represented through various modes of expression: images and symbols, biblical motifs, parallel storylines, and intertextual parallels. At the semantic level, the text is understood, summarized, and its hidden and explicit meaning, as well as the overall picture, are identified. The aim of the research is to reveal the content of the semantic level mechanism in Mikhail Bulgakov’s novel “The Master and Margarita”, which contributes to the formation of multilayered meaning and the polyphony of the text, reflecting the author’s unified artistic and philosophical concept and the novel’s deep philosophical, religious, ethical, and esthetic meanings. MATERIALS AND METHODS. The research material is Mikhail Bulgakov’s novel “The Master and Margarita”. The comprehensive analysis used is based on contextual, semantic-stylistic, and interpretive methods. RESULTS AND DISCUSSION. The multi-layered mechanism of meaning formation operates to reveal various semantic relationships between text contexts, structure the content, and contributes to the creation of the ambivalence of the images of Woland, the Master, and Margarita, reflecting moral and philosophical ideas and the search for spiritual truth. The presence of parallel storylines ensures a dialog between history and modernity, while intertextual references broaden the horizons of the novel’s perception. CONCLUSION. Analyzing a literary text using a semantic level mechanism ensures that special significance is attributed to objects, processes, and phenomena in human life, which forms the basis for the development of personal meanings and the reflection of life needs. The study of the novel “The Master and Margarita” delves into the significance of symbolism, intertextuality, religious motifs, and parallel storylines in shaping the novel's multi-layered semantic structure and focuses on the formation of ethical meani…
creator: Guangbing Chen
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Ecological-climate media image in shaping the sustainable development policy of the fuel and energy complex company
type: item
description: INTRODUCTION. In the implementation of the energy company’s sustainable development programs, the formation of its environmental and climatic media image is important. An effective method for identifying the company’s current environmental media image and its subsequent correction in the context of low-carbon economic development and strengthening the environmental agenda has become regular media analysis – quantitative and qualitative content analysis of media texts in open information sources through thematic queries of the global environmental and climate agenda. The purpose of the study is to identify the relationship between the ecological and climatic media image of a fuel and energy complex company and its sustainable development and to provide recommendations on effective environmental positioning of a company in this area in the media space. MATERIALS AND METHODS. Fragments of a media analysis (research project “Development of scenarios for the sustainable development of Gazprom PJSC until 2050, taking into account the low-carbon trend of the global economy”) are presented as a method for identifying the current climate image of an energy company. RESULTS AND DISCUSSION. A number of measures have been identified to improve the effectiveness of communication support for the implementation of the energy company’s sustainable development program in the ecology and climate stabilization field. It is necessary to focus on the expectations of all stakeholders and the methodology of ESG ratings, increase the number of special events for the media and focus on the environmental and climate positioning on expert and analytical content with a sufficient percentage of direct speech by the company’s speakers, demonstration of the process and presentation of specific results of the implementation of environmental and climate strategies of the company. CONCLUSION. Regular and consistent generation of information guides to environmental, climatic and adaptation measures b…
creator: E. A. Chibisova
creator: A. D. Krivonosov
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Scientific and practical substantiation of the significance of the media integration model in the context of the modern media industry
type: item
description: INTRODUCTION. This research aims to identify the need for and significance of a media integration model within the context of the dynamically developing modern media industry. In the face of the rapidly changing media landscape, the increasing volume of information, and the diversity of platforms, content creation approaches require revision. All modern formats, including text, photos, videos, and multimedia, must be adapted to the specifics of each platform and take into account the preferences of the target audience. The aim of the study is to justify the need for a media integration model that will allow for the synergy of different formats and communication channels to ensure effective interaction with the audience. MATERIALS AND METHODS. Analysis, synthesis, generalization, comparison, observation, classification, graphical interpretation of results. The processing and analysis of the conducted survey were carried out using the IBM SPSS program. To conduct the analysis, a questionnaire was administered to 90 respondents, including media representatives and heads of major media holdings. The survey allowed us to gather expert opinions on the integration of media formats, audience needs, and trends in the media industry. The survey work included: questionnaire development, surveying, data processing, and analysis. The questionnaire contains 11 questions. The majority of respondents (45.4%) are people aged 35 to 55. RESULTS AND DISCUSSION. The high practical significance of applying the media integration model is demonstrated, which contributes not only to improving content quality but also to enhancing the user experience. Participants confirmed that the modern audience demands diversity and interactivity, and successful media projects are increasingly dependent on the ability to integrate various media formats. CONCLUSION. The survey results indicated the need for further research in the field of media integration and the development of strategies that allow med…
creator: E. V. Valyulin
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Thematic area “interaction with alumni” in university media
type: item
description: INTRODUCTION. The study is dedicated to aspects of covering the thematic area of “alumni engagement” in university media. Russian universities have established traditions of interacting with alumni through communities (alumni associations, clubs) and financial instruments (endowment funds). Attention to the topic of interaction with graduates in university media is explained by the fact that their success is considered a marker of the quality of specialist training at the university. For the university, the continuity of alumni generations and the preservation of traditions are important. Alumni stories in university media allow for shaping the desired image of the future for prospective and current students. Highlighting graduates’ career paths and achievements contributes to raising the prestige of specific professional fields. MATERIALS AND METHODS. The empirical basis consisted of materials from university media and content in new media about working with graduates (official websites, corporate publications, official social media channels, thematic media projects) from 2023–2025. RESEARCH RESULTS. The theoretical basis of the study was formed by works dedicated to aspects of interaction with alumni, the specifics of the functioning of alumni communities, and endowment funds. Content analysis for the period from 2023 to 2025 indicates an increase in the frequency of materials on the thematic area of “alumni engagement”. The thematic area of “interaction with alumni” has developed in special sections and special projects of corporate media and on universities' social media, in the popular podcast and video blog formats. CONCLUSION. The thematic area of “interaction with alumni” is one of the key directions of the image policy of modern universities, which is reflected in university media.
creator: A. V. Prokhorov
creator: T. G. Pyadysheva
date: 2025-10-16
publication date: 2025-10-16
volume: 11

The transformation of sociocultural celebration practices: the electronic greeting card as a polycode text
type: item
description: INTRODUCTION. Today, an electronic greeting card is an essential attribute of the socio-cultural practices of any holiday. Being a polycode text, an electronic postcard reflects society’s ideas about a particular holiday, captures the value meanings of society through benevolence and visual images, and forms a media image of the holiday. The purpose of the study is to consider the transformation of the socio–cultural practice of sending greeting cards using the example of the Russia Day holiday. MATERIALS AND METHODS. The research material consisted of 110 postcards selected by continuous sampling on popular open access sites, and 49 postcards sent to the author by respondents on June 12, 2023. The work also uses materials from interviews with respondents. The main research methods are: description, hermeneutic analysis of text and image, semiotic analysis, comparison. RESULTS AND DISCUSSION. The considered postcards’ analysis shows the following trends: the dominance of the visual component over the verbal; the overcentralization of visual images; the construction of a timeless image of Russia through the semantic units of heterostereotypes that developed mainly in the Soviet era; the thematic component of the postcards are the folklore component, the Orthodox theme, symbols of statehood. CONCLUSION. The analysis of electronic postcards for Russia Day makes it possible not only to trace the transformation of practice in the festive and ritual complex, but also to identify the prevailing attitude towards the holiday in society. The study can be continued using the example of other holidays in the Russian calendar.
creator: T. V. Savelyeva
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Celebrities in advertising: advantages and risks (using the example of MTS advertising series)
type: item
description: INTRODUCTION. In the context of a decreased audience attention to advertising caused by the increasing volume of information, advertising strategies aimed at increasing consumer interest in the advertising product are being formed and developed. Involving celebrities in advertising campaigns is an up – to-date technology that ensures consumers focus on advertising information and their loyalty to the brand. The company’s long-term advertising collaboration with a well-known (media) personality, the “star”, allows for the creation of advertising in the format of an advertising series. The aim of the study is to identify the advantages of advertising in the format of a celebrity- featuring advertising series using the example of MTS advertising series with consideration of the role and functions of celebrities, narrative aspects of the advertising story, and the risks of attracting celebrities to the brand’s advertising strategies. MATERIALS AND METHODS. Research material – MTS advertising (print, outdoor, video commercials) from 1993 to 2013, promotional videos for 2023–2025 in the format of an advertising series with the participation of actor Dmitry Nagiyev, media publications dedicated to MTS advertising activities and its ambassadors. The methods used were: historical, philological, discourse analysis, narrative analysis. RESULTS AND DISCUSSION. The format of an advertising series allows for the creation of complex narratives, the development the of a celebrity image and the strengthening of an emotional connection with the audience. The main factors for the success of an advertising story are: the authenticity of the celebrity image, alignment with the target audience’s values, and the quality of integration into the branded narrative. The choice of celebrities for an advertising campaign is determined by their image, audience recognition, while the transformation of the image of the invited “star” image may lead to a change in public attitude towards the compan…
creator: D. A. Kurchaev
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Evolving portrayal of teachers in Russian animation
type: item
description: INTRODUCTION. As society changes, so do the forms and strategies of education, the challenges faced by educators, and the perception of their role. These changes are reflected not only in sociological research, statistical data, and media sources, but also in works of screen art. Examining the portrayal of teachers in animation is relevant in light of the transformation of their role, functions, and significance in society. MATERIALS AND METHODS. The research material includes more than 50 domestic animated films and series created from 1927 to 2024. The study employs the methods of frequency and comparative analysis, as well as contextual, thematic, and iconographic approaches, which allow for examining the iconography of images, the frequency of use of specific details, comparing images, and identifying constant and changing elements, as well as tracking the transformational changes in the portrayal of teachers in domestic animation. RESULTS AND DISCUSSION. Throughout the 20th and 21st centuries, there has been a change in the perception of the teacher's image, which has transformed from a non-personal and sacred figure to a caricatured and mocking one. The roles of the teacher have also evolved, ranging from a mentor to a guide to a new world, from a knowledge-bearing figure and an organizer of the learning process to a supervisor and a punisher for academic negligence. The gendered portrait of a teacher is changing: the image of a male teacher, which was dominant in animation until the 1970s, is gradually being replaced by the image of a female teacher. In the portrayal of teachers, animation tends to use various comedic techniques and intonations, which can range from gentle irony and parody to outright mockery. CONCLUSION. In domestic animation, the teacher's portrait is presented in a schematic manner and is based on stereotypical representations. The image of the teacher as the main character in the story has not yet been developed. In films, the teacher is …
creator: N. G. Krivulya
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Modern trends in the children’s national cinema development (on the example of fairy-tale films)
type: item
description: INTRODUCTION. The relevance of modern trends in Russian children’s cinema study is due to the need to comprehend its role in shaping the value orientations of the younger generation, as well as to analyze those strategies that allow Russian fairy-tale films to compete with global media products. In recent years, there has been a noticeable in the growing number of films being released, a variety of genre approaches, and the active use of new technologies. However, against the background of these changes, the question arises about national identity preservation, the balance between entertainment and educational functions, as well as how traditional fairy tales can be reinterpreted in a modern context. The aim is to identify and analyze the key trends determining the children’s national cinema development using the example of fairy tale films of recent years. MATERIALS AND METHODS. The analysis of scientific literature and theoretical works on the problem under study, comparative analysis (classical and modern film adaptations), cultural approach and semiotic analysis of visual and narrative elements are used. RESULTS AND DISCUSSION. The research examines the following aspects: the themes’ and issues’ evolution, technological innovations, the influence of the socio-cultural context on the content and form of film productions, as well as the prospects for further development of the genre. CONCLUSION. This study examines children’s cinema as an important tool for the socialization, education and cultural development of the younger generation. It is noted that the digital technologies’ development, changes in the socio-political environment and media preferences of young viewers require the adaptation of traditional forms of children’s cinema to new conditions. The research aims to identify and scientifically substantiate the main directions of the transformation of modern Russian children’s cinema using the example of film tales published in the period from 2017 to 2024…
creator: K. A. Khudoiarov
creator: E. I. Grigorieva
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Boratynsky and music: perspectives of art management in the general piano class
type: item
description: IMPORTANCE. The study presents experimental experience in art project design as a prospective component of educational work in the general piano class. It synthesizes knowledge from the theory, history, and domestic and international practices of using art management technologies within the system of professional university-level music teacher education. The aim is to substantiate the potential of a repertoire-based approach grounded in regional cultural heritage for integrating art management technologies into the educational process of the general piano class as a means of student socialization and self-realization. MATERIALS AND METHODS. The main research material is the theoretical and educational-methodical practice of introducing innovative methods into the system of professional education, in this case music-pedagogical. The main method of achieving this goal is design. The result of the educational activity is an art project that introduces various cultural languages into the traditional organization of educational communication, which a student-musician needs to master for successful self-realization and self-promotion in a market economy. RESULTS AND DISCUSSION. Based on the analysis of modern research in the field of music pedagogy and socio-cultural activities, various definitions of the concept of art management as a useful part of the educational process are interpreted, as well as mental stereotypes that prevent the introduction of innovative technologies into mass music teaching practice. Information and educational activities are positioned as the basis of art design, facilitating the interaction of pedagogical and artistic processes. The individual approach is specified in the methodological means of organizing the general communicative process, in which artistic creativity (art) is interpreted as an “epistemological breakthrough” aimed at the public (consumer). The history of art management and its entry into music education is briefly described, …
creator: M. Yu. Dolgushina
creator: A. А. Dolgushina
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Irony and satire on the pages of “Tambov Bulletin of Announcements”
type: item
description: INTRODUCTION. Irony on the pages of provincial newspapers as an author’s strategy, in comparison with analytical and news journalism, has been little studied. The purpose of the study is to analyze the journalistic texts of the advertising newspaper “Tambov Bulletin of Announcements” for 1912, which will make it possible to formulate the author’s original position in the sociopolitical and socio-cultural spaces of that time. MATERIALS AND METHODS. The study of articles, notes and feuilletons of 89 issues of the “Tambov Bulletin of Announcements” newspaper for 1911–1912 makes it possible to understand the specifics of the newspaper editor’s work, as well as to analyze the motives of the author’s publishing behavior. Research methods: philological and historical-cultural analysis within the socio-political context. RESULTS AND DISCUSSION. The nature of material presentation through the eyes of a contemporary is characterized. The ideological expediency of the interaction of irony and analytics in the construction of texts is substantiated. Conclusions are drawn about the importance of comic elements and means of artistic expression in journalistic texts. The extraordinary style of the publication contributed to the creation of a qualitatively new printing, publishing, advertising and satirical product. The newspaper proved to be in demand by the provincial reader of that time. CONCLUSION. Using the examples of the articles and feuilletons of the publication, the specificity of the ironic presentation, which creates a unique narrative expression and formulates the style of the newspaper, is shown; the editorial activity of a unique non-governmental publication is analyzed. The study of the journalistic and satirical content of the newspaper can be applied to the study of other satirical publications of this period.
creator: M. Yu. Vatolina
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Communicative strategies and tactics used in the celebrity content on YouTube
type: item
description: INTRODUCTION. Despite the fact that media materials devoted to the private lives of celebrities have been the subject of close attention by specialists in the humanities for quite a long time, onscreen celebrity content remains a little-studied phenomenon. The purpose is to study the features of the speech behavior of gossip columnists on the YouTube media platform and identify the most common communication strategies and tactics. MATERIALS AND METHODS. The empirical basis of the study is 100 videos in the “review” genre of show business and blogosphere news, posted on the online video hosting YouTube in the period from January 1, 2019 to December 31, 2021. The work uses discourse analysis, comparative and contextual methods. RESULTS AND DISCUSSION. The specificity of video blogging, which consists in online interaction with a mass audience, the author’s presence in the frame and the dissemination of “new sincerity” concept, determines the set of speech tools used in the framework of new audiovisual media. Unlike their television counterparts, in the celebrity content on YouTube, the communicative behavior of its creators is extremely expressive and personalized, and the speech utterances themselves often carry a denotative or connotative assessment. CONCLUSION. The most frequently used strategies and tactics on YouTube channels with a “star theme” have been identified, the addressee of which can be both the Internet audience and the subject of discussion, that is, celebrities. If cooperative strategies are used to implement speech effects in relation to the audience, then confrontational ones are addressed in most cases to celebrities.
creator: A. D. Kolosova
date: 2025-10-16
publication date: 2025-10-16
volume: 11

https://neophilology.elpub.ru/jour/article/view/926
type: item
title: National image formation in the era of new media: a comparative analysis of the international propaganda strategies of the official accounts of China, the United States and Russia on short video platforms
description: INTRODUCTION. The modern era of new media opens up new opportunities for shaping the national image through short video platforms such as TikTok, YouTube Shorts, VK Clips and RutubeShorts. These platforms have become an important means of public diplomacy, allowing national Governments to broadcast key values, trends, and achievements to a wide audience. The purpose of the study is to analyze the strategies for shaping the national image of China, the United States and Russia using these platforms, as well as to identify their differences and features. MATERIALS AND METHODS. The materials include video content published on the official accounts of these states on TikTok, YouTube Shorts, VK Clips and RutubeShorts platforms. The methods of content analysis, comparative analysis and a semiotic approach are used in the framework of the study. The thematic structure of the videos, the nature of visual and rhetorical techniques, as well as audience engagement indicators such as the number of likes, comments, and reposts were studied. RESULTS AND DISCUSSION. It is revealed that China focuses on cultural traditions, innovations and economic achievements, the United States – on freedom, individualism and popular culture, and Russia – on patriotism, historical memory and national identity. Visual techniques include the use of national symbols, elements of progress and traditions, while engagement metrics have shown that the United States and China have an advantage on international platforms, while Russia focuses mainly on the domestic market. CONCLUSION. The results of the study emphasize the importance of short video platforms as tools for public diplomacy and national image formation. While the United States and China are actively using global platforms to attract an international audience, Russia is focused on strengthening patriotism and national identity within the country.
creator: Wen Boyuan
date: 2025-10-16
publication date: 2025-10-16
volume: 11

Retrospective and perspective of Russian avant-garde poetry in S.E. Biryukov’s monograph “Avant-garde and Transformpoetics”
type: item
description: A review of S.E. Biryukov’s monograph is given, which presents a number of theoretical and historical-literary problems related to the process of Russian avant-garde poetry formation. The monograph is unique not only in that it becomes a generalization of the researcher’s many years of work, but also in that it presents an evolutionary concept of the relationship between theory and practice of the avant-garde, implemented, among other things, in transformpoetics. The terminology proposed by the author of the monograph is analyzed, the personalities presented in the study are evaluated, and the sphere of the avant-garde is highlighted as a special cultural phenomenon.
creator: E. V. Boroda
date: 2025-10-16
publication date: 2025-10-16
volume: 11

In loving memory of Mikhail V. Gorbanevsky
type: item
description: Посвящено светлой памяти Михаила Викторовича Горбаневского (21 мая 1953 – 20 сентября 2025) – доктора филологических наук, профессора, члена-корреспондента РАЕН, советника главного редактора журнала «Неофилология», генерального директора Гильдии лингвистов-экспертов по документационным и информационным спорам (ГЛЭДИС), посвятившего свою жизнь служению науке, закону и популяризации лингвистических знаний в России. М.В. Горбаневский – выдающийся отечественный лингвист, специалист по проблемам общей и русской ономастики, лингвоэкспертологии, человек высочайшего благородства – на протяжении длительного времени своей научной деятельностью был связан с Державинским университетом.
creator: article Editorial
date: 2025-10-16
publication date: 2025-10-16
volume: 11