We consider the problem of development an active lexical fund of the modern Russian literary language, an important source of which is considered to be folk patois. We describe the trends that determine the qualitative and quantitative changes in the vocabulary of the Russian literary language, affecting the nature of the lexical-semantic system of the national language. The synchronous-diachronic approach to the analysis of specific lexical units, for example, the words girl and grandfather, which are high-frequency and relevant for the modern Russian literary language, makes it possible to clarify the direction of semantic and stylistic transformations of lexemes, which contributes to clarifying their genesis and ways of penetration into the standard codified language. Northern Russian patois, including Kostroma patois, are considered as one of the linguistic phenomena that influenced the formation of a standardized literary language. In this context, special attention is paid to the works of writers of the late 18th mid-19th century (A.O. Ablesimov, A.N. Ostrovsky, N.A. Nekrasov, etc.), associated with the Kostroma Region, and their works are analyzed in as significant sources for studying the regional word, as well as the history of its entry into the literary language. Part of the dialect vocabulary that appears in the author’s texts is currently fully adapted to the literary language, the other part, distinguished by a special colloquial affectation or structural-semantic and functional-textual properties, still occupies a border position between the center of the national language and its periphery. We analyze the commonly used lexemes of the modern Russian literary language in the totality of their structural-semantic and functional-stylistic properties that appeared in it due to the regrouping processes that took place in various areas of the national Russian language in a historical perspective from the 17th century to the 21st century.

In the introductory part, we name the pedagogical conditions for successful learning at school and university, while reading is singled out as the most productive type of educational activity for children, adolescents and youth. Reading is considered as a universal and active type of speech activity, which has versatile characteristics. In accordance with the task of the study, the functions of reading are defined: intellectual, aesthetic, hedonistic, ideological, cognitive, communicative and applied and further we trace the dynamics of the reader's development. The main part shows the stages of reading training of students: beginning readers in elementary school go through a period of formation of reading methods and skills, achieve such a personal result as reading independence. Schoolchildren of the middle level of education master the strategies of reading works of different styles and genres. Students are taught the basics of professional reading and reading culture. We indicated the directions of literary science dealing with readers. Methodologists and teachers are responsible for the results of teaching reading, therefore, the role-playing game as a type of educational activity and a variant of teacher's reading training is considered in detail. The effectiveness of the process of teaching reading includes a number of indicators: the reader's outlook, the presence of a full reading skill, groups of reading skills in working with texts and books, productive ways of working before reading, in the process of reading and after reading the text and book, associated with the type of correct and cultural reading activity. The theoretical-activity approach to the reading preparation of students correlates with the practiceoriented approach to the reading preparation of schoolchildren. The conclusions are based on the scientific schools of the formation of readers in different directions of the study of the problem.

The study is devoted to understanding the semantics of the toponym Uchquduq in the title of the song “Uchquduq three wells”, which serves to reflect linguistic consciousness both in the toponymic sphere and in song content. We prove that the process of toponym nomination should be considered as a result of human cognitive activity, during which a person chooses a certain feature that serves as the basis for naming. We substantiate that a proper name in itself cannot be considered a semantically significant onomalexeme for the reason that it is semantically significant only as part of a stable substantive phrase that includes a common name and a proper name. Any geographical object is named twice: “Uchquduq village” or “Moscow city”. We establish that depending on the motivation of the nominator and the perceiving subject, mental levels are distinguished in the semantics of toponyms, representing the address and nominative, pragmatic, self-identifying and symbolic functions that serve to understand the text of the song. At the mental level, our knowledge of the song “Uchquduq three wells” reflects the cognitive experience of oriental culture. We prove that the success of a song is seen as a reflection of the cognitive and creative potential of its authors a unique type of poetic linguistic personality, which is embodied in two forms the author and the addressee, objectifying the international view of the poetic picture of the world.

We make an attempt to consider the title of novel “Chevengur” by Andrei Platonovich Platonov, a prominent representative of Russian literature of the Soviet and post-Soviet period. We provide evidence that the title of A. Platonov’s novel “Chevengur” is an occasional mythoponym, the meaning of this onomastic unit in the structure of the literary text is established. We present the researchers’ points of view on the etymology of the word “chevengur”, the scientists’ arguments based on the topography of the novel and the localization of the city space being created in the south of the Voronezh Region are proposed. We substantiate that the actions in the novel, described by A. Platonov, take place on the territory of the Voronezh Region on the border with the Saratov Region; it is noted that the tendency to use mythoponyms as names of settlements is generally characteristic of A. Platonov’s handwriting. We analyze the real toponyms and hydronyms of the Voronezh Region allows us to form an idea of the world of reality with an emphasis on the fact that A. Platonov emphasizes the scale of the country, creating a vast toponymic space. In A. Platonov’s texts appear references to religious texts, first of all, to the Bible, which are completely atypical for a Soviet writer. We establish that the mythical toponym Chevengur reflects the main world-forming and world-forming ideas of the author, expresses the specifics of his language and style.

The topic of this study is the content of the ritual of organizing and conducting a funeral, which is reflected in the living language of a rural person. The applicability of this research is due to the growing interest in the folk culture of the past and the vocabulary associated with it. The purpose of the research is to determine the characteristic features of the speech of a dialect speaker of the older age group through the prism of the funeral and memorial rite of the Russian village. The old tradition is represented through the folk language. The object of research is the South Russian patois. As a result of research activity, we show the ceremonial of the mourning cycle of the middle of the 20th century. It is presented as an original cultural phenomenon, including 12 stages of action. The patois of a village woman is analyzed through bright phonetic and grammatical features. Among them: ya-pronunciation, a-pronunciation, i-pronunciation, transition [a] to [o], γ fricative formation, loss of initial vowel and consonant, use of prosthetic [й] before front vowel [и], hard pronunciation of long hissing [ш’], regular dissimilation, simplification of consonants and vowels or their groups, lengthening of the stem due to a vowel and/or consonant, rearrangement of stress in words, transition of nouns of the 3rd declension into the 1st, endings -ы in words of the neuter gender, transition of the neuter gender into female, etc. It is concluded that these characteristics testify to the preservation of dialectal features through a strong, steadfast custom of the last century. It is noted that in the respondent's speech they found expression: ritual tradition, ritual food and drinks, the life of a particular person, rural realities, features of life, family relations, norms existing within the village microcommunity, etc.

The subject of this study is the methodology, methods and metalanguage of describing linguistic time as a category, which for many years has been at the center of research aimed at revealing the processes of conceptualizing time and analyzing the linguistic means of its expression. A variety of approaches to the study of linguistic time and ways of interpreting this concept, as well as metalinguistic differences indicate that understanding the question of how to interpret linguistic time in the science of language doesn t lose its relevance. The purpose of study is to summarize the information about the main approaches to the study of the category of time in modern works on English. The result of the analysis of the scientific literature of the last thirty years was the description and systematization of approaches, methods and materials chosen by the authors for the analysis of various aspects of the expression of time. Having singled out the main directions in the study of linguistic time (logical-conceptual, proper linguistic, linguistic and cultural, cognitive), we conclude that the main trends in the study of this category are the widespread use of comparative analysis in relation to different time periods and different languages with attraction of a socially and culturally significant vertical context; selection of lexical level units as the main object and their description by methods of lexico-semantic analysis, field structuring, linguo-stylistic analysis, cultural interpretation; a significant place given to the study of idioms and metaphorical models of the representation of time. The statement about the lack of consistency in the methods and metalanguage of time description from the standpoint of cognitive science is substantiated.

We consider the politeness maxims implied in the discussion on refugees between Lebanese Prime Minister Saad Al-Hariri and French President Francois Hollande. Based on the approach of the six-maxims of politeness by G. Leach (1983), the study is aimed at recognizing these maxims, describing their forms and revealing the intended goals. Mutual understanding is considered as a key element of the pragmatic analysis of the selected two speeches. A thorough study of words, phrases and sentences was carried out in order to sort and highlight all forms of mutual understanding. We make a brief comparison of the two speeches in terms of mutual understanding and politeness. Firstly, the study presents the preliminary stages of studying the definition of key terms, examines politeness in detail, builds on Leach's theory of politeness, and reviews several related studies. Secondly, a sample of two speeches is selected, analyzed and examined for politeness. It is concluded that the two speeches studied are very sympathetic towards refugees and that the corresponding references contain several forms of courtesy rules. We note the difference between the Arab and European discourse about refugees and their suffering.

World War II was the largest military conflict in the human history. This conflict affected both military relations between states and the development of the armed forces of many countries. The Air Force had the greatest development, including the RAF, which made Great Britain famous in the aftermath of the war by having a decisive influence on its outcome. The Air Force's missions included destroying enemy personnel and facilities, providing air cover for the Army and the Navy, as well as conducting air transfers and air reconnaissance. All of this has influenced the emergence of new slang terms in the language of the British military. In addition, in the twentieth century there was a rapid development of weapons and military equipment, which also influenced the military slang. Since the Second World War, a number of films have been made about the conflict. The authors of these films strive to show the life of soldiers during the war. That is why war films often use military slang, which makes them a great way to learn military slang terms. We consider the war film “Battle of Britain” (dir. By Guy Hamilton, 1969) for the presence of the military slang of the Royal Air Force and the translation of this film into Russian. In addition, we will make a thematic classification of slang and determine the ways of translating military slang into Russian. While training, military specialists, first of all, study the features of formal military discourse, which is why its informal part remains poorly understood. Therefore, upon completion of training, military interpreters often face problems in translating slang terms. Therefore, research in this area can help military specialists avoid mistakes during their professional activities.

The subject of the study was the ways of transferring cultural and everyday realities from Russian into English when translating works of art. The relevance of the study is determined by the insufficient number of studies within the framework of this language pair as applied to the translation of a literary text and the need to study the dynamics in the approach to solving the translation task. In the course of the study, from two Russian-language works saturated with Russian cultural and everyday realities, examples were selected using the method of continuous sampling, further distributed by thematic groups within the framework of existing classifications. At the stage of comparing the selected units and their translation at the beginning of the 20th and 21st centuries, the ways of their translation into English were determined. A comparative analysis of the ways of translating realities showed that translators of Russian literary texts convey Russian cultural and everyday realities using the methods recommended for translating non-equivalent vocabulary. However, over the past century there has been a change in their hierarchy - the frequency of one or another method for translating realities both in general and within individual thematic groups. Thus, the leading positions are currently occupied by descriptive translation, a combined method of translation, approximate translation, generalization and tracing. Transcription and omission became less common. The smallest dynamics is observed when choosing the method of transferring the realities denoting food and drinks, measures and monetary units, and household items, while when translating the realities of other thematic groups in the 21st century, there was a change in the approach to transferring these units.

We explore the dystopian novels of the 1930s by Chinese novelists Zhang Tianyi “Ghostland Diary” (1931) and Lao She “Cat Country” (1932). We give brief information about the specifics of the work of Chinese writers who are not known to a wide range of modern domestic readers and literary critics. We reveal the typological proximity of these works to the dystopian novel by Y.I. Zamyatin “We”. We identify the literary predecessors of the analyzed novels, the connection with the works of Russian, Chinese, and world literature. We note the role of criticism in the fate of authors and their creations. We designate traditional and innovative genre and style features of books. We analyze in detail the plot-compositional structure, figurative system, and ideological content of the novels. We consider an ironic description of various spheres of life: the party system, elections, the education system, wars, and the creative activity of decadent poets. The features of narration associated with the artistic functions of narrators are studied in detail. The synthetic nature of the novels, combining elements of several literary genres, is noted. We reveal that the form of hyperbolic generalization of modern realities, elements of satire and irony in the depiction of society gave the works a timeless and extraspatial character, taking them beyond the limits of Chinese reality. We form an idea of the genre-typological community of Zhang Tianyi and Lao She’s warning novels, exposing myths about the ideal society of the 20th century.

Y. Voznesenskaya’s novel “The Star Chernobyl” is analyzed through the prism of the folklore code. The novel, built as a synthesis of fiction and non-fiction and telling about the first weeks after the Chernobyl disaster, connects the biblical context and the story of a small family, unfolding in real historical conditions according to the scheme of a fairy tale narrative. We establish that the epigraph to the novel does not just “rhyme” with the plot deployment, but, firstly, sets the key theme of the narrative (Chernobyl disaster), and secondly, it makes it possible to discover the commonality of the ongoing processes in biblical times and in modern times, forcing the reader invariably correlate what is happening in the present and in the distant past at each new round of phantasmagoric action. It expands the theme of novel to a global, universal scale, immerses it in the context of biblical imagery (Chernobyl accident as the beginning of the Apocalypse, a universal catastrophe) and acquires the functions of a contextual link that connects not just epochs, but modernity with eternity, everyday life with existence. The Orthodox context of novel is embodied in the motifs of forgiveness, catholicity, sacrificial love, as well as in the figurative system, where two types of righteous hero are presented: if the main character is a “doubted righteous man” who follows the faith through trials, personal disappointments and losses, then her Sister Anna is comparable to righteous wanderers (she is not ideal, she has worldly vices, but she devoutly believes in God, does not deviate from her own convictions, and in the finale is ready for a truly sacrificial act, refusing personal happiness for the sake of saving orphans).

The features of modeling artistic space in Sofia Prokofieva’s fairy tale “Kingdom of Seven Lakes” (2004) are interpreted. The interaction of parallel worlds real and fairytale takes place in a fairy tale through dynamic metamorphoses of space: an uninhabited house turns out to be a portal to a magical land, a mysterious staircase is a path to an unknown world. In “Kingdom of Seven Lakes”, one of the ways to model space is the complete disappearance of real coordinates and the miraculous appearance of a new world from “nowhere”. Spatial characteristics and metamorphoses of the fairy tale space, the mythologeme of the ladder and the key, the opposition of horizontal vertical, disappearance appearance, openness isolation, infinity limitation, the coordinates of the demonic and heavenly worlds in Prokofiev’s work are subject to the movement of ethical thought. The downward movement, on the one hand, carries the semantics of growing danger, fear, doom, approaching death, on the other hand, it marks a magical transition into a fairy tale and back into the real world. The vertical horizontal dialectics represents the motive of the main character’s journey in his movement towards an unknown goal. The adventures of the protagonist in the fairy tale universe with its spatial dynamics and the growing tension of struggle and movement determine Alyoshka’s actions, which require mercy, patience and courage from him and ultimately led to the salvation of the wonderful kingdom. His journey through the fabulous lakes symbolizes certain stages of the character’s spiritual path. The space of Evidentis Castle has a special status in the fairy tale. In the work there is an implicit opposition of heaven and hell, which has spatial characteristics. The sulfur lake, both in its name and in appearance (lack of air and in general real space in it, all-burning fire) marks a hellish place, while the revived royal castle of Evidentis appears as an image of universal happiness, love and unceasing fun, an eternal feast in divine bosom. Modeling of multidimensional and ambivalent space has a great discursive significance in the “Kingdom of Seven Lakes” and makes it possible to realize in the fairy tale the most important motif of the path the path of growing up, knowing the world and self-knowledge of the young character, finding the higher meanings of being.

The relevance of the study lies in the necessity of analyzing and recording the various stages of the making of the information picture of the regions. The purpose of the article is to characterize the pre-revolutionary periodical press system of the Tambov Governorate, which developed during the first two decades of the twentieth century, using modern methods of studying the mass media, in particular, comparative and typological methods, content analysis. The background for the formation of the printed media in the region are identified, the regional specificity of the pre-revolutionary information space is defined, various types of provincial and district newspapers and magazines are reflected, the importance of the media covering the problems of local autonomy is noted. We conclude that the further development of the media system of this territory, the continuity of ways to satisfy the information needs of the audience. The study results can be used to build a model of regional media, highlight their typological features.

We establish the succession of the typological characteristics of law journals “Hokuk ve Hayat” (1913 1914) and the modern journal “Law and Life in Tatarstan”. Revival of periodicals in the 1990s this is a trend that can be traced by studying post-Soviet periodicals. During the indicated period, printed publications were resumed, which were published back in the prerevolutionary period until 1917. The conquest of revolution publicity made it possible to develop the mass media and modernize them. Along with public, party, commercial publications, specialized publications also appeared. The revived, modified, modernized journal retained the features of the original edition, of which it is the successor. The question is raised about the succession of the two publications that came out in different eras in the history of Russian journalism, and the legitimacy of calling the “resumption” of the publication, between which the distance of many decades. As examples, other newspapers and magazines from the history of journalism are given, which can be classified as “revived”. We explore the audience, language and other parameters, mission and purpose of both publications. We highlight the similarities and differences, find out which traditions of the journal of the early 20th century have been preserved in the modern edition.

Television content is analyzed in terms of the problem of ethnoculture media representation of the peoples of Russia. The polyethnic composition of the Russian Federation, the vectors of modern state national policy, the state’s attention to the ethnoculture of the peoples of Russia, which in a special way manifested itself in the initiative of the President of Russia to declare the Year of the Cultural Heritage of the peoples of Russia, update the study of the role of the media in the context of popularizing the ethnocultural diversity of our country, dissemination of knowledge about the history and unique culture of the peoples of Russia. To achieve the goal of the study to determine the genre-format and functional principle of providing information about ethnoculture the method of qualitative analysis of television programs, typological analysis, and institutional approach are used. The results of the study can be applied in the field of ethnopolitical science and within the framework of the discipline “Ethnojournalism”, the study of which is required by the curricula of a number of Russian universities. We reveal the ethnoculture representation features of the peoples of Russia on the universal television channels “Russia 1”, “Channel One” and the thematic channel “Culture”. We identify that in the segment of the first category of TV channels, ethnocultural topics are presented mainly in the plots and reports of infotainment and information-analytical programs, in the broadcast network of the “Culture” channel, the topic of ethnoculture forms the basis of serial documentary projects. This approach is in line with the direction of the channel and the educational function that conceptually dominates its work.

The novelty of the study is justified by the need to clarify the functionality of satire in online media. A media educational approach to the study of modern satirical projects is presented. This approach opens up yet another avenue for exploring the formation of critical thinking in the audience. The subject of the study is media projects that continue the mission of satirical publications in the network era and are built on intentional factual errors. The relevance of the research is due to the formulation of a concept that explains the nature of the functioning of media in the modern world, which allows us to correlate professional practices with scientific theories. The aim of the study is to study the media educational potential of satire in online media, to search for adequate characteristics of the phenomenon of online satire, which is associated with the expansion of the modern empirical base. To achieve the goal of the study, satirical projects that ridicule their own authenticity were analyzed: IA “Panorama”, “Intersax”, the Internet project “RYBINSKon-Line”, the online publication “Fognews”, “The Onion”. The methods used in the course of the study include system analysis, including comparative and textual approaches. The conclusions are drawn that the news in these projects is a genre of parodic satire and most often imitates typical news patterns, less often the individual style of individual media. Such satirical publications are created according to the laws of news texts and contain both reliable and fake information, which creates a kind of game with the reader, in which he must become a fact checker and independently analyze the reliability.

We consider new media, their characteristics and different approaches to the definition of the concept of “new media”. We present ways to promote confectionery on the example of brands: “Nutella”, “Oreo”, “Snickers”, “Kinder”, “Babaevsky” and “Mega Drive”. We describe in detail the tools that brands use in new media. The emotional marketing of the “Oreo” brand and the success of its promotion in social networks: a solar eclipse, “Oreo-style photos”, “you can dip in the dark” are some of the brand’s most successful advertising campaigns. We also consider the following cases: computer code for 7 million cans of “Nutella” the brand’s experience in product customization for the mass consumer in Italy; advergaming mechanism in the “Snickers” advertising campaign; experience in creating and using the Hungerithm application to adjust the price of a candy bar depending on the anger of users on social networks; advergaming with augmented reality elements of “Kinder” and “Oreo” brands; experience of the “Kinder” brand on the example of the Applaydu application and integration with the voice assistant “Alice”. “Big Oreo Searches” the brand’s experience in creating an application for finding virtual cookies in an offline environment. We present the experience of promoting the brands “Babaevsky” and “Mega Drive” in esports on the example of the competition between “Fathers” and “Children”. We also consider the essence of the omnichannel concept and its effectiveness in promoting confectionery brands.

The aim of the study was to analyze the freedom of expression in modern journalism. Currently, this is the most pressing problem in journalism, as evidenced by numerous lawsuits against various media and journalists. This situation can be explained by the trend of permissiveness in the sphere of mass communications, which often leads to violation of the law. However, unlimited freedom of speech does not exist. At all times, it was limited by the state power, which ensured that the authors in their works would not express extremely harsh points of view that could lead to the destruction of the state system. The concept of “freedom of speech” in journalism is analyzed, the components of this concept are defined. The basic criteria used in determining defamation are formulated. The subject of the study was the analysis of typical examples of publications that resulted in lawsuits. The analysis involved sources from modern judicial practice, including the judicial practice of the Tambov region. It is concluded that in order to avoid prosecution, media workers should carry out their activities only within the framework of the law and avoid situations in which a person's reputation would be harmed.

The analysis of paremic units is carried out, the system of representation of the aesthetic evaluation of the concept of “beauty” in the Russian and Uzbek proverbial language pictures of the world is described. Proverbs with the semantics of “beauty” and their role in the process of reflecting the spiritual, moral and socio-cultural worldview of a person are considered. Based on the material of Russian and Uzbek proverbs, the assessment of the concept of “beauty” (appearance) against the background of other types of assessment (character qualities moral and aesthetic assessment; human actions ethical and aesthetic assessment; mind/soul intellectual and aesthetic; physiological characteristics valeological and aesthetic); evaluation of activity pragmatic-aesthetic). In the compared languages, similarities and differences in the representation of a person’s aesthetic assessment on the basis of signs are established: appearance an act, an act a state, a state a conclusion, the presence of beauty a quality of character, a person’s nomination in accordance with the aesthetic standards of beauty. An assessment of the spiritual characteristics of a person (method of action, nature of actions, attitude towards others, quality of character) is determined, which is interconnected with the assessment of visual behavior. The representative language units and their semantic features (anthropocentric, personality-individual, value-evaluative and emotional-evaluative) are compared, characteristic of a particular language in five thematic groups in the compared languages (“Possession of beauty”, “Attractive force, a good phenomenon desired by the heart and soul”, “Pure and flawless”, “Unprecedented, amazing”, “Attitude towards others/towards oneself”).

We conduct a cultural and philosophical analysis of urbanism in the context of ethical in the city space. We note the relevance of urban theories and the main problems reflected in them. We emphasize the importance and relevance of the axiological aspect in the study of urbanization as an approach that involves a comprehensive study of the most common features and trends of urbanism, the definition of the cultural and spiritual potential of urban development, and forecasting. The reliance on the theory of values made it possible to introduce the term “urban civilization” a specific system that includes modern cities with their own social and economic structures. The functioning of these structures is closely related to human thinking, lifestyle, ethics, culture of the urban environment. “Ethical” is a concept in the most general form reflecting the spiritual and practical side of people's lives, morality, cultural norms-values, feelings and experiences, intellectual understanding of the culture of society, individual and collective worldview positions. We consider the ethical categories of “happiness” and “hate” as the result of human existence in the city space. We reveal the relationship between the “ethical” and cultural potential of the city. We conclude that the urgent tasks of improving cities, which should not only focus on socioeconomic development, but also take into account the ethical component, bring people closer to spiritual values.

The study is devoted to the revision of the translation correctness of the poem’s title by Alisher Navoi “Leyla and Majun”, when the exact complexity is established by the trace of anthroponyms: a female name and a male name or a male name and a female name in the poem’s title. It is established that Alisher Navoi could cause the appearance of a two-word anthroponymic phrase from a female name before a male nickname, thereby violating the Eastern tradition of linear localization: first the male and then female name. This fact can serve as proof of the specificity of the individual author’s poetic picture of the world of Alisher Navoi, a well-known oriental thinker and poet of the 15th century. It is proved that this semantic content of the nickname with the evaluative semantics of a person in love represents the author’s poetics of the character’s world of Alisher Navoi (naming a nickname; nickname etymology; age of a character bearing a nick name; presence of a nickname with common nouns accompanying it). It is substantiated that the rearrangement in the translation of anthroponyms in the poem’s title is the quality of the author's actualization of anthroponyms. The Eastern poet puts the female name Leyli in the first place, then the male nickname Majnun, which must be taken when translating into any language.