INTRODUCTION. The perception of the new coronavirus infection COVID-19 through a color or coloristic metaphor by representatives of student youth is of particular linguistic interest. The aim of the study is to identify coronavirus color metaphors in student discourse, which are one of the most productive ways of associative transfer, based on deep, archetypal human relations with the world.

MATERIALS AND METHODS. The method of associative experiment is used to determine the color metaphors of the coronavirus. The results of the experiment are interpreted on the basis of a phenomenological approach using the method of questioning and quantitative analysis.

RESULT AND DISCUSSION. Metaphorical models with the source sphere “color” are revealed; the psychology of color in individual consciousness and its influence on the psychoemotional state of an individual in the post-pandemic period are comprehended; a classification of metaphors is proposed; the causes of the obtained color associations are analyzed.

CONCLUSION. It is revealed that spectral colors cause the most associations with coronavirus, the most popular among which are red, green and black. Most color associations are associated with cold colors that evoke, inspire and express sadness, sadness, despondency, and their various variations. The analysis of creative color names is carried out. The data obtained have theoretical and applied value, as they record attitudes and emotions regarding the general disaster after its expiration, thereby creating new meanings in the color designation and in the characterization of the new coronavirus infection COVID-19, contributing to the creation of a prosperous educational environment.

INTRODUCTION. The controversial issues of trademark examination are considered. The analysis of the ways of comparing single-word and compound commercial designations is given. A universal method for identifying a strong element in a composite designation has not yet been developed. The purpose of the study is to identify the semantic potential of non-identical concepts: a strong element and the main word in the phrase of a trademark or commercial designation.

MATERIALS AND METHODS. Using a specific example from the experience of conducting linguistic examinations (comparison of the WHITE AURORA and AVRORA designations), the methodology for identifying a strong element of a composite designation is illustrated and the origins of typical errors in determining a strong element are analyzed. When developing the mentioned methodology, it is proposed to be guided by the following considerations: the concept of a strong element of designation and the main word of the corresponding phrase are concepts that are not common; the method of identifying a strong element in a phrase differs from the method of identifying the main word in a phrase; the phenomenon of a strong element correlates with the linguistic idea of a strong and weak lexical position in the text; a strong element can be located both in the first and second place in a phrase, including a trademark or other commercial designation.

RESULTS AND DISCUSSION. It is shown that due to the semantic potential of a strong element of a composite designation, it becomes possible to transfer to the consumer the necessary information about the object of nomination. That is why the definition of an element bearing the main disti nguishing features must be carried out in the context of a situation or a communicative task. Based on the material of a specific example of linguistic expertise, it is shown that the element white of the designation WHITE AURORA in the context of the provision of dental services and dental care services can be interpreted as a strong element. This becomes a serious factor preventing the appearance of confusingly similar designations for WHITE AURORA on the one hand, and AVRORA on the other.

CONCLUSION. Semantic differentiation is the main criterion for distinguishing strong and weak elements in the linguistic examination of trademarks. The very concept of a “strong element” of a designation can be considered a relative concept; the definition of an element bearing the main semantic features must be carried out in the context of a situation or a communicative task.

INTRODUCTION. The study of the transitivity and syncretism’s phenomena at different levels of the language system is one of the urgent modern linguistics’ tasks. The relevance of the study is due to the need for a the stages’ and limits’ comprehensive analysis of the substantive word forms’ adverbial transposition, as well as the interaction features of grammatical and semantic in syncrets representing different stages of adverbialization. The purpose of the study is to deduce the signs and the limit of the functional–semantic transposition of the creative case without a preposition into the adverbs class.

MATERIALS AND METHODS. The research material used is sentences from the National Corpus of the Russian Language and the authors’ own examples. In the course of the analysis of linguistic units, methods of oppositional analysis and indexing, elements of component, transformational and distributive analysis are used.

RESULTS AND DISCUSSION. When analyzing the types of substantive word forms’ use in the adverbialization context different degrees (stages) of their departure from nouns and approximation to adverbs are revealed. The focus is on word forms such as “next”, explicating the core zone of the substantive adverbs.

CONCLUSION. When indexing the functional and semantic adverbialization degrees of the word form “next”, it is found that it demonstrates in the area of the core of adverbs 0 % compliance with the original nuclear noun and 73 % compliance with the substantive nuclear adverbs (“gift”). The results obtained can be used in the quantitative study of the adverbialization degrees of other nonprepositional nouns’ forms in the Russian language, as well as in the general problems development of the transposition and syncretism theory.

INTRODUCTION. A comedy in five acts by the Russian dramatist Alexander Nikolaevich Ostrovsky “The Forest” (1823–1886) is one of the most perfect and complex in terms of plot structure of the Russian playwright. The relevance of this study is determined by the need to study the language of one of the most complex plays by A.N. Ostrovsky, the lexical and phraseological features of which have not received detailed coverage in domestic science. The purpose of the study is to identify the key thematic groups of vocabulary in the comedy of A.N. Ostrovsky “The Fo rest”.

MATERIALS AND METHODS. During the analysis of linguistic units, structural-semantic and linguostylistic research methods are used.

RESULTS AND DISCUSSION. Analysis of the lexical-semantic organization of A.N. Ostrovsky’s comedy “The Forest” showed that the words and phraseological units of the key semantic fields “Theater” and “The Forest” reflect the problems and conflict of the play, evaluate the characters of the work, their actions and deeds.

CONCLUSION. The identified words and phraseological units, objectified by theatrical vocabulary, vocabulary of flora and fauna, are text-forming in nature and reflect the solutions to the artistic problems of the author, who uses linguistic units in both direct and figurative meanings, which often expands the semantic scope of linguistic signs.

INTRODUCTION. One of the famous poets of the 20th century is the founder of egofuturism, Igor Severyanin, whose work is distinguished by its outrageousness and tendency to novelty. Igor Severyanin’s colorful vocabulary immerses you in an atmosphere of enigma and mystery. The purpose of the study is to describe and interpret the semantic field of color vocabulary as a special component that forms the specifics of the author’s color vision reflected in the poetic picture of the world by Igor Severyanin. It seems advisable to comprehend corporate occasionalisms in the poet’s lyrics, which is insufficiently represented in the scientific literature.

MATERIALS AND METHODS. The method of linguistic description, continuous sampling, the method of the author’s card file is used, methods of classification and systematization of colorative lexemes are used.

RESULTS AND DISCUSSION. It is established that the vocabulary with the meaning of color in the work of Igor Severyanin is not episodic, but is one of the characteristic features of his poetics and reflects the author’s worldview, the concept of being and emotional connotations using occasional adjectives.

CONCLUSION. The dominant colors (purple and lilac) and the specificity of the meanings of the author’s own characteristics of the color vocabulary, representing the poetic color vision and handwriting of the Russian poet, are revealed; partial color meanings (adjective, noun, verb, adverb), among which complex adjectives occupy a special place. The occasional color lexemes of Igor Severyanin form special semantic fields objectifying the idiosyncrasy of the Russian poet.

INTRODUCTION. Problems of dialogue of cultures and dialogue of languages on the Russian -Chinese borderland are currently actively attracting researchers. In the process of interaction b etween ethnic groups on the eastern section of the border between Russia and China, an exchange of information inevitably occurs, which is contained in political statements, media texts, works of science, technology, fiction, as well as through spontaneous information flows during informal communication between communication participants. The purpose of the study is to describe the interaction of languages on the Russian-Chinese borderland.

MATERIALS AND METHODS. The material consists of recordings of speech of residents of the Far East. The main method is descriptive, which includes procedures for collecting material, its primary analysis, presentation of the results obtained and their characteristics. Elements of the comparative method are also used when comparing data from the Russian and Chinese languages.

RESULTS AND DISCUSSION. It is necessary to separate concepts such as “regiolect” and “regionalism”. There is no special regionalect in the Far East, but the peculiarities of the speech of the inhabitants of the Outer Manchuria and Primorye regions include regionalisms, which are always represented in dialects, sociolects, and urban speech throughout the territories of distribution of the Russian language.

CONCLUSION. The main interaction between the cultures and languages of the Russian and Chinese peoples occurs on the eastern section of the border between the countries, where more than 80 million people live. In the Russian-Chinese borderland, Chineseisms are noted in Russian linguistic culture and Russianisms in Chinese. Russian and Chinese onyms of all categories are widely represented in the speech of residents on both sides of the border, which function in dialect, urban speech and are included by writers in literary texts about the lives of people on both sides of the border.

INTRODUCTION. The relevance of the study of the Samarkand text is due to the development of many issues related to the development of text theory and linguocognitive tradition in linguistics: the Samarkand text allows, on one toponym Samarkand, to identify a system of cognitive contexts, or conceptual thematic areas that underlie the formation of various meanings and senses that reflect information about certain facts and phenomena of reality associated with the toponym Samarkand. The purpose of the study is to establish the relationship of the toponym Samarkand with conceptual areas based on the identified characteristics and determine the status of the toponym as a special type of linguistic organization of knowledge.

MATERIALS AND METHODS. The research material is poems in which the toponym Samarkand is presented. The collection of toponymic material is carried out using the continuous sampling method. The cognitive matrix method is used to describe the formats of toponymic knowledge.

RESULTS AND DISCUSSION. Turning to the format of the cognitive matrix made it possible to show how universal human knowledge about the structure of the surrounding reality behind the toponymic unit Samarkand is formatted.

CONCLUSION. The status of the toponym Samarkand as a special type of linguistic organization of knowledge is determined, the role of the prevailing conceptual and thematic areas that form the content of the Samarkand text is revealed.

INTRODUCTION. At the present stage of studying proper names, a special place is given to urban ergonyms, which form the urban onomasticon. Ergonyms, being an integral part of the appearance of a modern city, reflect not only the lexical and grammatical systems of the language, but also represent scientific value as an additional source of information about the social, cultural and historical situation in a certain territory. The purpose of the study is to describe the ergonymic space of Naberezhnye Chelny, Republic of Tatarstan, which includes the names of educational institutions.

MATERIALS AND METHODS. The research material is the modern names of educational institutions from the official website of the directory of organizations of the city of Nab erezhnye Chelny 2023. The factual material analysis is carried out based on the use of general li nguistic methods (structural and descriptive), as well as the use of elements of the synchronic method and nominative technique analysis.

RESULTS AND DISCUSSION. The main technique for creating new ergonyms is symbolic nomination, which is expressed in nomination using metaphor and metonymy. The emergence of innovative ergonyms in the urban space of Naberezhnye Chelny is mainly associated with the appearance of names in the Tatar language, but with the presence of spellings of words dating back to the English language and Russian words in English transcription. The study of urban ergonoms is carried out in three aspects: analysis of the nominative appearance of a modern city, analysis of thematic groups of urban ergonyms and identification of the peculiarities of the functioning of ergonyms in the speech of modern citizens.

CONCLUSION. The names of various children's and youth clubs serve as a certain attribute to attract the target audience. Basically, secondary educational institutions in the city of Naberezhnye Chelny are called by a certain number, but there are a number of specialized institutions that have a name in the Tatar language, indicating the essence of these schools. The city names of additional education institutions for school-aged children reflect Russian names, many of which remain from the Soviet past. Onimization is carried out using metaphorical components in order to expand the semantic structure of the word, its functionality, and the significance of ergonymic vocabulary in communication.

INTRODUCTION. The subject of the study is the cognitive potential of educational text. The purpose of the study is to determine the parameters of the cognitive potential of an educational text that make up its conceptual model. The relevance of the study is explained by the insufficient knowledge of the cognitive characteristics of educational text as a means of cognitive activity.

MATERIALS AND METHODS. To achieve the goal, the author analyzes theoretical and practical material using generalization, systematization and comparison and modeling methods. The research uses domestic and foreign research materials on the problem of academic training text and electronic English-language educational texts for teaching English.

RESULTS AND DISCUSSION. The author uses the concept of cognitive potential to identify and summarize cognitive characteristics. The cognitive potential of educational text is understood as its ability to accumulate, store and transmit various types of knowledge in linguistic form. According to the notion, the a uthor proposes a model of the cognitive potential of the text, which includes three main parameters: the goal-oriented parameter, the subject-oriented parameter, and the text-oriented parameter.

CONCLUSION. A conclusion is made about the relationship and heterogeneity of the parameters. It is noted that some parameters have a level structure, since the subjects of cognitive activity are the author and the addressee of the educational text, and the text parameter should be considered in conceptual and linguistic aspects. The development of research can complement and clarify the proposed model of the cognitive potential of educational text. The prospect is to study the relationship between knowledge formats, levels of knowledge in an educational text, as well as the study of cognitive and linguistic models and mechanisms of formation and representation of meaning.

INTRODUCTION. The work is devoted to the consideration of the characteristics of the artistic anthropology reception by F.M. Dostoevsky in the philosophical works of thinkers of the “Russian religious renaissance”. The relevance of this issue formulation lies in the broad research interest in the interdisciplinary study of Dostoevsky’s work at the intersection of literary studies, philosophy, and culturology; in the active appeal of modern literary scholars and philosophers to the issues of Dostoevsky’s “presence” in the culture of the 20th century; as well as the significance of the philosophical discoveries of N.A/ Berdyaev and V.I. Ivanov for the study of Dostoevsky’s artistic philosophy. The scientific problem lies in the very depth of the influence of Dostoevsky’s philosophical worldview on the literature and philosophy of the subsequent century, which has not yet been fully clarified. The purpose of the study is to identify and characterize the main features of the reception of Dostoevsky’s artistic anthropology in the philosophical works of N.A. Berdyaev and V.I. Ivanov.

MATERIALS AND METHODS. We turn to the object of study – the philosophical work of N. Berdyaev and V. Ivanov, inscribed in the context of the reception of the “Dostoevsky myth”, relying on intertextual and historical-genetic methods in the context of a general hermeneutic approach.

RESULTS AND DISCUSSION. F.M. Dostoevsky with all his artistic and journalistic creativity made a shift in the understanding of human, in his works a new approach to artistic anthropology was implemented, which assigned a very special place to human. As we can see, in his anthropocentric worldview, Dostoevsky provides a philosophical synthesis of the absoluteness of the individual personality and the prin-ciple of the spiritual unity of all people. The era of the Russian religious renaissance played a unique role in the history of the reception of Dostoevsky’s artistic discoveries and philosophical intuitions.

CONCLUSION. F.M. Dostoevsky was, as N.A. Berdyaev, A.F. Losev, D.S. Merezhkovsky believed, the spiritual primary source of thought of the entire Silver Age, which rose “under the sign” of Dostoevsky, since it was he who forcefully actualized the world of apocalyptic self-division of human. Anthropodicy of N.A. Berdyaev is immersed in a special eschatological atmosphere, in which the philosopher turns to the writer’s work. In the interpretation of V.I. Ivanov Dostoevsky’s mystical realism reveals the eternal “tragedy of the spirit” playing out between the divine and created principles in human.

INTRODUCTION. The purpose of the study is to analyze the features of the poetics of the short stories by B.A. Lazarevsky from the collection “Doomed and Other Stories” (Berlin, 1921), which were created and published by the writer in emigration, using the example of the introduction technique. It should be noted that the collection was not previously subjected to literary analysis, and the artist's name was unfairly forgotten in his homeland after the revolution due to ideological and other reasons.

MATERIALS AND METHODS. The specifics of using the Lazarevsky preface technique in the stories of the collection “Doomed and Other Stories” are considered. Historicalliterary, structural-poetic methods are used for the analysis.

RESULTS AND DISCUSSION. It is revealed that the technique of anticipation is embodied by the writer in the prophetic dreams of the characters, as well as in their ability to predict future events. Dreams characterize the emotional state of the characters and serve as a way to escape from the harsh reality. Most of the characters have developed intuition and emotional sensitivity. It is determined that the writer actively used the preface in other works of the initial period of emigration (“The Soul of a Woman”, “Captain's Widow”).

CONCLUSION. The clarification of the features of the poetics of emigrant works through the analysis of the reception of the preface is the theoretical significance of the study. The practical significance lies in the possibility of using the materials obtained in the practice of university and school teaching literature of the Russian abroad.

INTRODUCTION. Ch.T. Aitmatov (1928–2008) is a major writer whose work was originally associated with Kyrgyzstan, was widely known in the Soviet Union, and recognized by the world cultural community. His prose is associated with several directions and trends in Russian Soviet literature. The purpose of the study is to draw parallels between Aitmatov’s works of the 1960–1980s and Russian traditionalist literature of that time, to establish the degree of poetic “kinship” between phenomena belonging to different national cultures.

MATERIALS AND METHODS. The research material is Ch. Aitmatov’s stories “My Poplar in a Red Scarf”, “Mother’s Field”, the novel “Stormy Stop”, F. Abramov’s novel “Home”, V. Astafiev’s stories, V. Shukshin’s stories. The main methods of studying the material are comparative typological, historical and genetic; a mythopoetic approach to the analysis of literary works is also used.

RESULTS AND DISCUSSION. It has been established that Ch. Aitmatov’s prose is related to “industrial literature”, to “lyrical prose”, to “youth literature”. The connections between Aitmatov’s stories and novels and “village prose” turn out to be closer. The desire to preserve memory, traditions, and archetypes of behavior characteristic of the centuries-old culture of the Kyrgyz people is of great importance for the heroes of Ch. Aitmatov’s stories and novels. This trend also characterizes Russian traditionalist literature of the 1960–1980s, which declared the need for a careful attitude towards Russian national traditions. In many respects, the images of the main characters and the mythological motifs of the works of Ch. Aitmatov and the Russian “villages” turn out to be consonant and comparable in a number of parameters. Significant similarities were revealed in the perception of the native land and fields in the works of the “villagers” and Ch. Aitmatov, in the depiction of ambiguous socio-ethical processes in Soviet society of the 1960–1980s, in the understanding of the processes of corrosion of a national character.

CONCLUSION. Prose by Ch.T. Aitmatov is close to various currents of Russian literature of the twentieth century in its characteristic humanistic orientation, in its attention to the hero involved in solving acute social and ethical problems of the time. Ch. Aitmatov’s prose is characterized by a poetic “kinship” with the traditionalist direction of Russian literature, manifested in genre, composition, figurative, ideological analogies and correspondences between phenomena belonging to different national cultures. They are brought together by the image of the mother earth, an attempt to rehabilitate and preserve the archetypes of national ethics, to integrate them into modernity full of contradictions. It seems promising to further study the parallels between Ch. Aitmatov’s prose and Russian traditionalist literature in order to determine the national identity of the writers’ artistic worlds and clarify the origins of the commonality of their concepts of the world and man.

INTRODUCTION. For the first time, the works of the Northern Text of Russian literature for children, in which the lake’s image arises, are systematized. The purpose of the study is to consider the artistic and semantic features of the leitmotif image of the lake in the context of the specifics of the artistic world of the North. The objectives of the research are to identify the main mythopoetic and realistic characteristics of the lake’s image in the works of the Northern text for children; to determine the motives and images with which it interacts as a structural element of the Northern text, to identify the place of the lake’s image in the artistic worldview of the North.

MATERIALS AND METHODS. Using a systematic approach to the literary text, which is a set of methods (chronotopic, motivic, mythopoetic, systemic-semantic) that reveal the object as a single system, the lake’s image in the works of writers of the second half of the 20th century is considered: A. Linevsky, A. Petukhov, V. Pikul, M. Skorokhodov, A. Chlenov.

RESULTS AND DISCUSSION. After analyzing the artistic material, it is concluded that there are two variants of the lake ’s image: tundra and forest lakes. The first is realized through the mythologeme of the circle and the personification method, the second through the motives of the two worlds, secrets, boundaries, changes of the hero. The lake’s image in the Northern text of Russian literature for children also approaches the images of the sea and the river and actualizes the motif of the unity of the world.

CONCLUSION. This study is a particular stage in the study of the figurative-semantic structure of the Northern text of Russian literature for children as a supertext and indicates broad prospects for its further study.

INTRODUCTION. The creative personality of David Burliuk gave grounds for naming a kind of International Avant-garde Artistic Award after him. Consider the incarnations of the creative personality of the “father of Russian futurism” David Burliuk means to penetrate into the world of avant-garde art and various forms of artistry, which is especially relevant these days, representing great interest for the study of Russian futurism. The purpose of the article is to show the diversity of activities of the father of Russian futurism, David Burliuk, in establishing new forms of art.

MATERIALS AND METHODS. The research material was the personal experience of the author of the article working with the work of David Burliuk, the life and work of those associated with the Tambov region. Techniques for collecting, systematizing and analyzing material underlie the methods used, including bibliographic, descriptive, linguistic and poetic.

RESULTS AND DISCUSSION. The hypostases of the creative personality of David Burliuk are considered, which gave grounds for assigning a kind of avant-garde artistic award to his name. The innovative activity of David Burliuk as the organizer of the leading futurist group “Gilea”, the initiator of exhibitions, publishing projects, presentations of the work of cubo-futurists in different cities and regions of Russia is described.

CONCLUSION. The features of David Burliuk’s poetic work with nonstandard forms are revealed, in which he acted as an innovator, stimulating the search for his colleagues, especially those who joined the movement as it developed. An important hypostasis of Burliuk’s creative personality has been established – the “instinct of aesthetic self-preservation” – the recording of creative activity in memoirs, correspondence and in the magazine “Color and Rhyme”.

INTRODUCTION. The study focuses on regional radio, which is an important part of the modern information system due to the stable interest in radio on the Internet, ease of use, and accessible forms of informing the audience. Analysis of radio broadcasting formation in the Tambov region, identification of characteristic features of radio activity in different historical eras, assessment of the current state of development of electronic media is the goal of this study.

MATERIALS AND METHODS. The study is used comparative historical analysis, a systematic method, the method of expert interviews, and analyzed extensive empirical audio material, articles in the media, and local history documents.

RESULTS AND DISCUSSION. The periodization of radio from the beginning of the Tambov region radioification to the development of Internet radio is presented, highlighting the key stages of the functioning of this media in the region. The experience of public and private radio broadcasting is generalized, the originality of the development of Tambov radio journalism is reflected, and the concept of viewing the media as an integral system, including structural elements and characteristic patterns is formed.

CONCLUSION. The results of the study may be useful for further study of electronic media in the Tambov region in the context of the overall development of the modern media system of the region and the country as a whole.

INTRODUCTION. The work presents a systematic review of investigative programs on Russian television channels and provides a generalized description of this area of journalism. In the last third of the 20th century, attention to mass media began to increase not only as a source of info rmation, but also as a channel of democratization, stimulating interest in investigative journalism an activity designed not only to illuminate the life of society, but also to involve public representatives from a variety of different backgrounds in this process. layers of the population.

MATERIALS, METHODS, REVIEW. A review of television programs in the genre of investigative journalism is given based on the material of the leading federal Russian television channels “Channel One”, “Russia24”, “NTV”, emphasizing the relevance of their creation, the importance of refuting disinformation created in order to distort reliable information in the media, in including on television. In the process of working on the article, the author used the observation method, systematic and descriptive scientific methods. The article provides an overview of the most significant investigative television programs both in retrospect and from the perspective of modernity: “The View”, “Top Secret”, “Man and Law”, “Investigation of Eduard Petrov”, “New Russian Sensations”, “Anti-Fake”.

RESULTS AND DISCUSSION. The results of the analysis of programs in the investigative genre showed that the genre of investigative journalism is relevant and in demand by viewers against the backdrop of an urgent need to refute obvious disinformation and lies created by countries unfriendly to Russia. This is fully confirmed by a study conducted by the Public Opinion Foundation among respondents aged 18 years and older (1500 people from urban and rural areas), conducted in 2023.

CONCLUSION. The role of investigative journalism has increased significantly due to the escalation of the information war. Today, television offers a variety of types and forms of television programs in this genre, designed to orient viewers in the flow of information, help them recognize false news, and distinguish the truth from deliberate disinformation.

INTRODUCTION. Russian-Ukrainian military conflict often makes headlines in media globally, including media in Indonesia. In Introduction the number of news related to the military conflict from February 23 to April 10, 2022 reached described as 143,809 which shared via the Indonesian network 2,509,741 times. The object of the study is Indonesian media coverage of the Special military operation, and the government’ retaliatory measures to those media who publish fake news.

MATERIALS AND METHODS. Materials and Methods of research are based on questionnaires which were distributed between two different groups of respondents in two waves: 329 respondents from the first group and 339 respondents from the second.

RESULTS AND DISCUSSION. Results and Discussion focuses on location analyses carried out in Indonesia using data collection techniques through observation in various media in Indonesia showed at least several reports that were suspected to be fake about Ukrainian Soldiers on Snake Island Killed, China assistance to Russia, etc.

CONCLUSION. In Conclusion pointed out about 70 % of responded netizens stated that the news in the media in Indonesia regarding modern Russia was positive news, though fake news or hoaxes came from https://kabar24.bisnis.com/, https://www.kompas.com/ and other sources. The taken measures had an impact on reducing the number of fakes regarding the current Russian-Ukrainian military conflict.

INTRODUCTION. In recent decade sport has been viewed as an independent industry. This circumstance contributes to the development of sports marketing concept. In a broad sense, sports marketing covers three main areas: “sports marketing” (sports products promotion activities), “marketing through sports” (marketing of non-sports brands) and “mass sports marketing” (pro-

motion of healthy lifestyle ideas, physical activity). The article examines storytelling technology in the context of promoting goods and services in telegram channels with a sports focus. MATE-

RIALS AND METHODS. The empirical basis of the research is formed by telegram channels of authoritative sports journalists S. Mikulik, V. Utkin, S. Gridasov (“Sergey Mikulik. While in memory ...”, “Real Radio Utkin”, “Gridasov with a beard”). The use of the content analysis method made it possible to identify authors’ types in analyzed telegram channels, as well as to characterize the features of storytelling use in the “packaging” of advertising integrations.

RESULTS AND DISCUSSION. The conducted research allowed us to come to the following results: a) telegram channels with a sports focus have high potential in the “brand-audience” interaction; b) the main format for maintaining telegram channels is storytelling; c) storytelling is an effective way to “package” advertising integrations; d) the tone of storytelling is determined by the type of author of the telegram channel.

CONCLUSION. Storytelling acts as a way to package advertising integrations, helps them achieve a native character, provides “channel tone” necessary for its author, and allows to form author’s style of a channel, which is manifested in the broadcast of the author’s types.

INTODUCTION. Victor Pelevin, a popular Russian writer, is of scientific interest not only as a literary phenomenon, but also as a marketing phenomenon that has not yet been studied by the scientific community. V. Pelevin’s marketing strategy, despite the minimalism, is effective, his image attracts attention, which determines relevance of our research. The purpose of the work is to analyze the inclusion of the writer’s image in advertising communications, as well as to identify the specifics of using modern mailing, including the introduction of game elements.

MATERIALS AND METHODS. The study was conducted based on the September e-mail campaign of one of the bookstore chains. A qualitative content analysis and a descriptive method were used. The subject of the study is the image of a modern writer in the refraction of advertising discourse.

RESULT AND DISCUSSION. The analysis showed that the image of V. Pelevin, like the release of a new book, becomes an informational occasion, and not an end in itself of the campaign. Despite the fact that the new novel belongs to the “Transhumanism” series, the e-mail newsletter contains images of characters from other novels, which is determined by their popularity. The newsletter uses a recognizable image of the author and references to his work as a whole – to supertext – coupled with the corporate style of the book chain. The image of the author is mythologized and intertwined with literary heroes, which is reflected in this advertising campaign.

CONCLUSION. The Pelevin’s new book has not become a key topic of advertising communication; the emphasis is on V. Pelevin’s work as a supertext, and not directly on the “Transhumanism” cycle.

INTRODUCTION. Newsjacking is a fairly new media technology, which allows you to draw more attention to the promoted product and to ensure standing out from the competitors. Situational marketing of this type presupposes a focus of attention towards the newsworthy events and a high reaction rate to them. In the classic form, a newsworthy event rarely lives longer than five days, but there are also options for a prolonged newsworthy event, the appeal to which can be quite lengthy. COVID-19 became such a relevant “news stream” in 2020, and the topic of sanctions and import substitution in the period 2014–2016, 2022–2023 which is the subject of this study. The purpose of this study is to consider import substitution as the dominant of media discourse, which has become an urgent news reason and the basis of newsjacking technology.

MATERIALS AND METHODS. The material for the study was more than 80 polycode advertising texts, which are based on an appeal to the discursive dominant “import substitution”. To achieve this goal, the following set of methods was used: directional sampling method; descriptive and analytical method; content analysis; discourse analysis; method of systematization and classification.

RESULTS AND DISCUSSION. Analysis of representing the discursive dominant of “import substitution” in advertising texts allowed us to identifies the following basic techniques: use of stereotypical images associated with Russia; use of the symbols of the USSR; turn to the sanctions theme; direct replacement of foreign counterparts with Russian goods; adaptation of foreign brands.

CONCLUSION. The use of the topic of import substitution in advertising is a very significant trend that many advertisers have used for a certain time, and in 2022–2023 this trend was updated in an updated version.

INTRODUCTION. Currently, the issues of region’s image development are of particular importance. This is due to the large migration flows from the regions to the capital cities and the great need to increase tourism in the regions of Russia. The Chelyabinsk region is in particular need of an image adjustment. On the one hand, the region has great potential (natural wonders, historical sites). On the other hand, it has a reputation for environmental problems. The purpose of the study is to analyze the influence of the communication strategy on the process of region’s image development.

MATERIALS AND METHODS. The communicative strategy of promoting the region’s image is considered, which is used in its activities by the media group “Our Chelyabinsk”. Research methods: analysis of existing scientific literature, observation, modeling.

RESULTS AND DISCUSSION. An attempt has been made to define the term “communicative strategy for the region’s image development on the existing definitions’ basis of speech strategies. It is noted that the goal of the communication strategy of the media group “Our Chelyabinsk” is to increase media influence, through which the media group achieves its mission: forming a community of like -minded people who love Chelyabinsk and try to make it better. The main tasks for increasing the media influence of “Our Chelyabinsk” are highlighted: brand awareness, improving the quality of the a udience, increasing the uniqueness and expertise of content, increasing the coverage of publications. Among the elements of the communication strategy, the name, corporate identity, mission, and information policy of the media group stand out. The history of choosing a name and creating a corporate identity is described and it is noted exactly how these elements work to realize the mission of the media group. The main positions on which the media group’s information policy is based are described: comments, UGC content, SMM strategy, expert content.

CONCLUSION. This communication strategy is an important element in the development of a positive image of the Chelyabinsk region.

INTRODUCTION. The use of neologisms in modern mass media reflects the active process of changing language and speech, the vocabulary reflects people’s desire for faster communication and accelerates the transformation of language rhythm and words, which requires studying the d ynamism of language based on neologisms. The purpose of the study is to determine the role of neologisms and borrowings in media texts in the modern period.

MATERIALS AND METHODS. The research materials are the newspapers Argumenty i Fakty, Vedomosti, Izvestia, Kommersant, Komsomolskaya Pravda, Moskovsky Komsomolets, Nezavisimaya Gazeta, Rossiyskaya Gazeta, Expert and Forbes magazines). The methods of linguistic research are used, namely: collection, systematization and generalization, semantic analysis, contextual analysis, interpretative analysis, method of describing lexical innovations.

RESULTS AND DISCUSSION. Neologisms are directly related to the modern active processes of changing the Russian language picture. Comprehension of the objects of the surrounding reality and the development of the nominated real and virtual objects, processes, phenomena are reflected with the help of neologisms that create a unique picture of the world for the Russian media space, which is reflected in oral and written speech in the era of digitalization (digitalization). It is difficult to answer the question of whether positive or negative trends manifest themselves with the entry of new words into the Russian language.

CONCLUSION. There are five main theories that define the definition of the term “neologism”, and three reasons for the appearance of neologisms and borrowings in modern media texts: fashion, foreign influence and social need. It is proved that the processes of globalization and the development of technology contribute to the fact that the language is expanding due to the appearance of neologisms. It is the lexical composition of the Russian language that is characterized by such processes as the expansion and narrowing of the semantics of the word, which is reflected in the processes of neology.

INTRODUCTION. The book heritage of the region’s personal libraries analysis allows us to understand the reading interests’ specifics of different generations of library owners, and to clarify important aspects of the intellectual and spiritual growth of Tambov bibliophiles in the process of working with books. In this regard, the stages of Alexey Nikolaevich Nortsov’s biography are considered in the context of its influence on bibliophilism.

MATERIALS AND METHODS. The fundamental methodology in the work is the principles of objectivity and historicism. The historicism principle made it possible to analyze the book collection of A.N. Nortsov in close connection with the specifics of the epoch and the reader’s needs of the bibliophile. The objectivity principle is i mplemented on the basis of a detailed analysis of historical sources, which makes it possible to comprehensively study the process of completing the Norts library.

RESULTS AND DISCUSSION. A passion for genealogy and history of his native land inevitably left a mark on A.N. Nortsov’s library collection. His personal collection included voluminous collections of books on local history, regional archeology, and genealogy.

CONCLUSION. The study of A.N. Nortsov’s personal library complements the cultural and educational portrait of its owner. The extensive thematic repertoire of the presented books allows us to speak about the broad reading interests of Alexey Nikolaevich, his high artistic taste. At the same time, the library collection acted as a creative laboratory for writing numerous works on the history of the Tambov Region, philosophical, religious, socio-political works.

INTRODUCTION. Monthly literary and artistic illustrated magazine “Zhar-ptitsa”, published from 1921 to 1925. in Berlin, in 1926 – in Paris, is a successor to the traditions of such magazines of the early twentieth century as “World of Art”, “Golden Fleece”, and is of scientific value as an additional source of information on the study of the theatrical life of the Russian Abroad. The purpose of the study is to conduct a detailed analysis of the magazine’s articles related to the creative activities of representatives of Russian ballet in exile.

MATERIALS AND METHODS. The basis is taken from digitized versions of the magazine, posted in the public domain on the website “Presidential Library named after B.N. Yeltsin”. All 14 “Zhar-ptitsa” magazines were analyzed. Both articles related to the activities of representatives of Russian ballet in emigration, as well as various types of illustrations: photographs, drawings, reproductions, etc., were studied in detail.

RESULTS AND DISCUSSION. It was revealed that in many issues of the magazine there are no articles devoted to Russian ballet, but there are photographs of ballet dancers in stage costumes and images, drawings related to ballet art, reproductions of sketches for ballet performances, which are also of scientific value in the reconstruction of ballet scenography, the study of this period of history. Four issues of the magazine “Zhar-ptitsa”, no. 1, no. 2, no. 10, no. 11, contain articles dedicated to the art of ballet: the work of M.M. Fokina, A.M. Pavlova, E.P. Eduardova, as well as B.G. Romanov and his choreographic group “Russian Romantic Ballet”.

CONCLUSION. Despite the abundance of scientific articles devoted to the periodicals of the first wave of Russian emigration, information related to the history of Russian ballet remains poorly studied. The co nducted research introduces into scientific circulation materials dedicated to Russian ballet, and placed on the pages of the periodical of Russian emigration – “Zhar-ptitsa”. It seems promising to further study the journals of Russian emigration for the analysis of articles related to the history of Russian ballet.

INTRODUCTION. The study is devoted to considering the problem of the specifics of Chinese and Russian automotive cultures and is focused on the explication of linguistic facts. The purpose of the study is to analyze the “linguocultural space” of automotive culture, which can be a certain marker of the names of car brands as a specific category of proper names in Chinese and Russian linguistic cultures.

MATERIALS AND METHODS. The empirical material for the study was the names of famous car brands in China and Russia, taken from scientific and popular science publications on the history of automotive culture. To describe the facts of the language, a continuous sampling method, a descriptive method and an interpretation method, and definitional analysis were used.

RESULTS AND DISCUSSION. It has been established that automotive culture, being a component of national culture, reflects a specific way of human activity. Automotive culture is strengthened by local car brands and plays an important role in the economy of any country. Nowadays, Chinese automobile culture plays an important role in the global market, providing people with increasingly competitive cars and services, and taking an active place in the life of modern society. The future of the Chinese automotive industry will pursue a path of self-reliant and highquality development to create a favorable living environment for people.

CONCLUSION. The development of automotive culture is largely determined by the degree of significant semantic indicators, which include “prestige”, “reliability”, “comfort”, “price”, “fashion”. These indicators for native speakers of both Chinese and Russian languages are assigned to the names of car brands and give an idea of automotive culture, reflected in the form of the so-called “image of the world,” which explicates the linguistic component, taking into account the specifics of the national culture and the native speaker at the same time, reflecting important information about different linguistic cultures in the context of synchrony.

The monograph by L.G. Kikhney and T.S. Kruglova, which examines a number of theoretical, historical and literary problems related to lyrical addresses in the poetry of M.I. Tsvetaeva, is reviewed. An algorithm for studying address and dialogical attitudes in Tsvetaeva’s lyrics is proposed, developed on the basis of a study of the extensive poetic material of the poet’s lyrical addresses to family, lovers and fellow writers.

A brief activities’ description of Anatoly L. Sharandin, Dr.habil (Philology), Professor, Professor of Tambov Derzhavin State University, Head of the Scientific School “Ecology of Language and Speech”, one of the founders of the Tambov Linguists and Cognitologists Department, is presented. The significant moments of the researcher’s multifaceted activity in the field of linguistic research are highlighted.