INTRODUCTION. The article examines human nominations formed using animal names (zootropes) included by V.I. Dal in the “Explanatory Dictionary of the Living Great Russian Language”. This aspect of the analysis of the work, unique in its composition and volume of vocabulary, has not previously been the subject of research. The relevance of the study is due to the fact that Dal’s dictionary presents a real, living language used in a vast territory of Russia. The purpose of the study is an analytical description of the animal names used to designate and characterize, evaluate a person in Dal’s dictionary (19th century), as well as identifying nominations preserved in the modern language, according to the lexicography of the 21st century.

MATERIALS AND METHODS. The research material is zootropes contained in the “Explanatory Dictionary of the Living Great Russian Language” by V.I. Dal: in the heading of the article, in the text and illustrations, as well as the latest version of the “Large Explanatory Dictionary of the Russian Language” of 2014. Semantic, comparative, word-formation and pragmatic methods were used.

RESULTS AND DISCUSSION. About 90 units naming animals (beasts, birds, fish, insects, snakes and reptiles) were identified, which native speakers in the 19th century used to designate humans. 80 % of them are included in the corpus of zootropes of the modern Russian language and are recorded in modern lexicography of the 21st century. As the analysis shows, the names of animals are used to characterize a person’s appearance, internal qualities and behavior, to express a positive, sharp negative assessment and abuse.

CONCLUSION. Zootropes of the modern Russian language constitute a significant layer of vocabulary that has absorbed traditional Russian ideas about their values. The most important condemned human qualities that are designated with the help of zootropes in the 19th and 21st centuries are greed, anger, untidiness and sloppiness, immodesty, and uncommunicativeness.

INTRODUCTION. The relevance of the research and its goal are formulated, which is to describe the hierarchy of values that are the basis of rhetorical argumentation and the main tool necessary to obtain the consent of the addressee. The final stage of this hierarchy is to establish the value basis of each rhetorical genre.

MATERIALS AND METHODS. The subject of the study is scientific and political discourses, in which the most characteristic types of values are studied at all levels, using comparative, rhetorical and content analysis.

RESULTS AND DISCUSSION. The concept of “value” in the meaning relevant to rhetoric is analyzed. It is established that the value system underlying rhetorical argumentation should be built separately for each type of discourse. It includes five main tiers reflecting the semantic dominants of the corresponding sphere of communication. The first level is occupied by universal values used in all spheres of communication. The second level consists of basic values reflecting the goals of the relevant sphere of public activity (institute). The third level is personal values, reflecting the required model of relations between the participants of communication, necessary for obtaining the planned result. Fourth level describes the values specific to each individual area of the relevant discourse. Finally, the fifth level is genre: here the main value, which is responsible for the unity and effectiveness of each rhetorical genre, is established.

CONCLUSION. The interrelation of all levels of the model and the role of each level in obtaining the planned result is shown.

INTRODUCTION. Modern newspaper text is an area of active use of phraseological units. The purpose of the study is to analyze the use of the phraseological unit “sore spot” in modern newspaper text.

MATERIALS AND METHODS. The material of this work is newspaper texts presented in the National Corpus of the Russian Language newspaper subcorpus. The following methods were used: continuous sampling method, contextual analysis, descriptive, quantitative analysis.

RESULTS AND DISCUSSION. It was revealed that the phraseological unit “sore spot” is used with high frequency in the newspapers “Komsomol’skaya pravda”, “Nezavisimaya gazeta”, “Trud”, “Izvestiya”, intended for the mass reader. It was determined that the use of the phraseological unit “sore spot” in newspaper texts depends on the subject of the texts. The phraseological unit is mainly used by journalists in the sections covering problems of politics, public life, business, economics, art and culture, sports.

CONCLUSION. In modern newspaper text, the phraseological unit “sore spot” is a vivid means of expressiveness, expressiveness of the statement, used by journalists to increase attention to the problem being analyzed.

INTRODUCTION. The study is carried out in the context of the anthropocentric paradigm and is devoted to the topic of “Man”. Nickname nominations and their unique characteristics are considered. The relevance of studying the thematic group is associated with the observed processes of decreasing the number of dialect speakers, interest in the study of folk speech and the importance of registering the information available to villagers to build a certain linguistic picture. The aim of the study is to analyze unofficial anthroponyms of the small village of Shchuchye in the Liski district of the Voronezh region, reflected in the local dialect.

MATERIALS AND METHODS. The field material is used to study the names of village people, functioning in the sphere of informal communication in the Voronezh dialect. Experimental (survey and observation) and descriptive (description and comparison) linguistic research methods are used.

RESULTS AND DISCUSSION. The rural nomenclature includes groups of nickname units, the classification feature of which is the method of nomination, motivational feature and the nature of the derivative base. The emergence of unofficial anthroponyms is associated with the established norms of village communication. The Shchuchin mosaic of onomastic units includes male, female and family nicknames. Male anthroponyms predominate. It is postulated that productive ways of forming names are suffixal, truncation and substantiation.

CONCLUSION. The customs of interpersonal provincial communication are quite strong. The original village nomenclature of the Shchuchintsy, depicted through folk speech combining southern Russian and Ukrainian features, is presented by 100 nickname units and represented by 21 groups. It demonstrates the original linguistic imagination of rural residents and is important not only for the dialectal anthroponymy of the 21st century, but also for Russian onomastics in general. The study may be continued by features reflecting other characteristics of unofficial names and their motivational features.

INTRODUCTION. The relevance of the study is related to the study of the features of the implementation of tourist advertising in such a dynamically developing real segment as religion. The role of tourist advertising is increasing, and it is becoming especially important to study specific pragmatic oriented language units devoted to religious discourse. The purpose of the study is to identify lexical, morphological units and stylistic devices used in tourist religious discourse.

MATERIALS AND METHODS. The research material was advertising texts promoting religious tours on the Internet. The collection and writing of factual material was carried out using conceptual analysis, interpretive analysis was used to determine and explain the linguistic features of religious advertising text.

RESULTS AND DISCUSSION. The appeal to advertising texts promoting religious tours allowed to identify pragmatically oriented linguistic units. Religious discourse, oriented towards introducing a person to faith within the framework of a certain confession, contributes to the implementation of religious tours (pilgrimage, educational and pilgrimageeducational). Religious advertising discourse in the field of tourism can be oriented towards the discourses of consumer society, but at the same time give them new, religious and sacred outlines.

CONCLUSION. The identified lexical units and stylistic means in tourist advertisements on the topic of religious tours allow us to consider that religious tourist advertisement has a number of characteristics inherent only to it and occupies its own special place among currently existing types of discourse. These advertisements can be considered special speech patterns of text aimed at implementing the pragmatic function of advertising messages.

INTRODUCTION. The analysis of the role of the language expressive function in oral-written scientific and popular scientific sub-styles is carried out; the objectives of the work are defined; the relevance of the study is substantiated, emphasizing the fact that the oral-written text of the scientific style remains insufficiently studied to date; stylistic characteristics of the studied genre are given and, based on this, a working hypothesis for the expected results is put forward.

MATERIALS AND METHODS. The study of linguostylistic expressive means is conducted on the materials of English and Russian speakers’ presentations of the annual scientific and practical conference of the Foreign Languages Department of the Moscow Institute of Physics and Technology. In the course of the study, a comparative analysis of the approaches to report writing of two Englishspeaking and three Russian-speaking speakers was carried out using the method of continuous sampling of all stylistic devices in the speeches of the speakers at the conference.

RESULTS AND DISCUSSION. Similarities and differences in approaches to speechwriting for a scientific conference between native and non-native English speakers are revealed. Almost all speakers actively use expressive language means regardless of whether they are native or not. The dominant stylistic devices are repetition, metaphor, and phraseological unit.

CONCLUSION. The results contradict the general idea of the normativity and strictness of this style. The approach to presentation texts writing is rather determined by the individual preferences of the speaker, the topic of the speech specifics and personal experience of participating in such events than by attachment to the status of a native or non-native speaker. Prospects for further research may include in the spectrum of analysis a larger number of samples of conference speeches and/or representatives of nonEuropean regions for a better understanding of the relationship between the cultural code and scientific discourse.

INTRODUCTION. The application of the method of “text-nature” analysis is discussed, based on the concept of “umwelt”, which is of decisive importance for ethical literary criticism. The purpose of the study is to characterize the method of “text-nature” analysis and the term “brain text”, to emphasize that the literary work of a critic should respect the natural process of creating works and encourage readers to freely interpret texts to achieve ethical and moral values in understanding life.

MATERIALS AND METHODS. The book-essay “In Memory of Memory” by M.M. Stepanova and the novel “Anna Karenina” by L.N. Tolstoy were used. A textual analysis was conducted through interpretation, a descriptive method was used, which facilitates the development of further scientific procedures in the field of using the Umwelt for literary studies purposes, a method of analyzing the “nature-text” was introduced, designed to return literary texts to the ecological sphere, to the Umwelt.

RESULTS AND DISCUSSION. The analysis of the “nature-text” in ethical literary criticism is substantiated, opening up a new perspective for literary criticism. The use of the Umwelt concept, refracted through the prism of literary criticism, allows us to consider that when reading and criticizing a literary work, their relationship with the ecological environment should be taken into account. Literary reading and criticism should be based on their involvement in the surrounding world and the extraction of meanings.

CONCLUSION. A new paradigm of literary criticism is developing, the essence of which is to pay attention to the natural process of creating literary works and the reader’s experience, since both the reader and the critic have their own umwelt.

INTRODUCTION. In Uzbek literary criticism, the term “zullisoinayn” is used for poetry created in two languages. At one time, Alisher Navoi was a bright example of such creativity. The relevance of the study is due to its connection with the development of this literary tradition in the work of modern Uzbek poets. At present, the poetic technique of “zullisoinayn” of bilingual poets' poems makes a significant contribution to strengthening literary ties and the development of Tajik literature in modern Uzbekistan. The purpose of the study is to identify the significance of the work of Tajik poets in the development of the technique of “zullisonain” as a literary phenomenon that developed in the Middle Ages and has survived to this day, which is a symbol of literary friendship.

MATERIALS AND METHODS. Using historical-descriptive, comparative and analytical methods, the specific feature of modern literary life in Uzbekistan is described. The research material was the works of famous poets, whose life and creative work are connected with modern Uzbekistan.

RESULTS AND DISCUSSION. An analysis of the factual material showed that the tradition of “zullisoinayn” is actively developing in the works of bilingual poets who write poems in the Persian-Tajik and Uzbek languages, especially after the Republic gained independence.

CONCLUSION. The poetic style “zullisonayn”, as an indicator of the traditions of national literature, is a symbol of the literary and cultural friendship of the Tajik and Uzbek peoples living in harmony on earth, and an indicator of the creative enrichment of both peoples, which is reflected in such phenomena of modern literature as literary bilingualism, poetic linguistic personality.

INTRODUCTION. This study examines the structural interaction of the oneiric component of the novel poetics of Crime and Punishment with the plot of the entire work. The aim of the study is to define the role of oneiric miniatures in the main character’s image development. For this purpose, the series of dreams of the protagonist is singled out as a separate poetological construct, which shows compositional overlap with the strong position of the first dream.

MATERIALS AND METHODS. The comprehensive study of F.M. Dostoevsky’s work is based on hermeneuticinterpretation, structural-semantic, phenomenological methods, the method of holistic analysis with the use of motive analysis techniques. Special attention is paid to the hermeneutic opposition of the first and second dreams in terms of the bipolar psychologism of Raskolnikov’s image. In the concept of Dostoevsky’s bipolar poetics of the text, the cycle of oneiric miniatures is analyzed as the basis of the internal plot, revealing the discourse about the hero’s “new word” full of understatement.

RESULTS AND DISCUSSION. The analysis of the conversation with Razumikhin about “great sadness” shows the non-coincidence of the concepts of “truly great people” and “nonordinary” (in the context of his article) in the hero’s autoreflection. The image of a horse from the first dream allegorically correlates with the picture of nomadic life, which the hero observes in the finale of the work, as well as with the dream of biblical Egypt, symbolizing salvation from spiritual slavery and loneliness. The subtextual image of the prophet Moses is interpreted as an image of merging with the people, etymological parallels of the name “Rodion” with the Egyptian origin of the name “Moses” are given. The surname “Raskolnikov” and the name “Sonya” are also interpreted in a Gnostic way about the “mistake” in the creation of the world and its imperfection.

CONCLUSION. The existential error in Raskolnikov’s own speculative theory is deduced from the analysis of the hero’s dream cycle as a projection of an internal plot into an external one. This approach is the key to interpreting the evolution of Raskolnikov’s image from tragic alienation to vitalistic awakening.

INTRODUCTION. Any social institution presupposes scientific reflection of its activities. The purpose of the study is to trace the history of the formation of Russian scientific knowledge about public relations (PRology) as a component of a social institution, to characterize various approaches to scientific reflection of PR activities; to identify its national specifics and to determine possible foresights.

MATERIALS AND METHODS. General scientific methods of deduction and induction, synthesis and analysis were used. The rather small domestic literature on the theory and history of PR knowledge was studied and analyzed.

RESULTS AND DISCUSSION. It is analyzed various points of view on the science of public relations – classifying, problematic and historical. The analysis of the development of the Russian theory of public relations is given and the main characteristics of the stages of formation of Russian knowledge about PR are revealed, which generally correspond to the periodization of public relations in Russia. In the last five years, monographs and dissertations on the theory of PR have not appeared, but a significant number of works on media communications indicate the vulgarization of scientific knowledge about public relations due to the lack of a single scientific view on the nature and specificity of media communications. The tasks of the current stage of development of scientific knowledge about PR are outlined: reflection of the state of the PR industry; creation and legitimization of a single professional glossary; registration and generalization of regional experience in the field of communications; comprehension of the experience of European public relations.

CONCLUSION. Among the foresight directions, the following are named: characteristics of the “model” mechanism of scientific description of modern PR-activity on the example of the communication model of G. Lasswell, operationalization in the scientific continuum of the concepts of “communication product”, “communication technology”. The area of application of the research results may be issues of the history of communication disciplines. In the prospects of scientific research, problems of interdisciplinary interaction of communication disciplines and the advancement of foresight topics of scientific research, reflecting the reflection of practical activities in the field of integrated communications, may be identified.

INTRODUCTION. Popularization of science plays a significant role in modern society, contributing to the development of domestic science and technology, the formation of an educated and critically thinking society. The purpose of the study is to consider materials on popular science topics as agents of popularization of scientific knowledge for a wide audience.

MATERIALS AND METHODS. The following media were analyzed: “Izvestiya Mordovii”, “Stolitsa S”, “Zdunov zdes’”, “Igor’ Gubaidulin i GR”, “Minpromnauki Mordovii”, “MGU im. N.P. Ogareva”, “Startapstudiya “Ogarev”, “Glushko”. In total, more than 1000 media texts were analyzed; the sample for qualitative analysis consisted of 200 publications for the period from January 1, 2022 to May 31, 2024.

RESULTS AND DISCUSSION. The process of promoting scientific knowledge in the media space of the Republic of Mordovia is revealed, the subject matter, genre and functional classification of popular science materials, and the university’s cooperation with the media in the process of popularizing science are considered.

CONCLUSION. The classification of popular science materials in the media of the Republic of Mordovia was identified (by territorial affiliation of the study, by genre specificity, by volume of information, by visualization methods), the primary source of scientific information was identified – university media platforms and its dissemination through other communication channels in the time period. The process of formation of the term “Mordovian scientists” in media materials was traced, recommendations for covering science, both for regional and federal media, were compiled.

INTRODUCTION. The study is addressed to the cultural code as a modern mechanism for the formation of a value system in the media. The aim of the study was to determine the cultural code of the city of Rostov-on-Don, which is formed by regional media, as well as to identify a number of concepts of the cultural code that have become entrenched in the consciousness of society.

MATERIALS AND METHODS. In the course of the analysis of the question posed, the following research methods were used: description, systematization, survey. The empirical base of the study was formed by regional Internet media: 161.ru, Rostovgazeta.ru, Donday.ru, Rostov.rbc.ru and Donnews.ru.

RESULTS AND DISCUSSION. The work systematizes scientific research in the field of understanding the term “cultural code”, and also formulates the main elements of the cultural code, on the basis of which the authors characterize the “cultural code” as a set of stereotypes in the consciousness of a group of people formed under the influence of a certain culture, which is a single complex of concepts and meanings that help a person to identify each other within a certain territory; a survey of the audience of the media of the Rostov region was conducted, as a result of which the main characteristics of the cultural code of Rostov-on-Don in the understanding of the city’s residents were determined; the content of regional media that forms the cultural code of the city was analyzed; using a comparative method, the elements of the cultural code that exist in the minds of the audience and those broadcast by the media were compared.

CONCLUSION. The survey showed that 80 % of respondents believe that Rostov-on-Don needs to adjust or update its cultural code. The results of the study may be useful for further study of the dynamics of cultural changes and their reflection in the regional media space.

INTRODUCTION. Despite the comprehensive study and research of media texts, the presence of archetypal plots in the media has been little studied, has not been systematically understood, and requires typological structuring. The purpose of the study is to consider the existing classifications of archetypal plots and develop its own classification suitable for media texts.

MATERIALS AND METHODS. Certainly, a number of researchers, such as J.L. Borges, V. Propp, D. Campbell, С. Jung, turned to the typification of archetypes in works of art. However, hardly anyone has studied them specifically in the media and modern information stories, while the reasons and materials for study are encountered almost daily and everywhere. Comparative historical and analytical methods were used in the work, which make it possible to examine the existing classifications of archetypes more closely and evaluate them.

RESULTS AND DISCUSSION. The classification of archetypes has been studied and systematized, and a current classification of archetypal plots for modern media products has been given.

CONCLUSION. Archetypal connections are highlighted as the main ones: adventure, feat, transformation, denunciation, fate, wisdom. Having full knowledge of the varieties and manifestations of archetypal plots, a journalist can easily influence the audience, improving his material, making it more interesting and accessible, presenting complex topics simply and structurally clearly.

INTRODUCTION. Television activity is devalued due to the loss of its exclusivity in the creation of video content and dissemination of video information. However, television has creative and technical resources, professionals, a school for producing programs aimed not only at supporting the consumer society and political manipulations, but also at developing fundamental meanings and strengthening values – culture, memory, national heritage. The gap that has occurred between the perception of television and its advantages and experience in creating content is a problem affecting the development of the media industry and television journalism. At the same time, the production of television special projects based on cultural events is related to the direction of cultural industries that is relevant for Russia, which allows us to rethink the meaning of television. The purpose of the study is to compare the creative characteristics of special TV projects with the properties of cultural industries and record the identified correspondences.

MATERIALS AND METHODS. The empirical basis of the study is special projects of the regional TV channel “Saint Petersburg”, which are representations of cultural events based on live broadcast technology and using expressive means of television. The study used the case study method, as well as a comparative analysis of approaches to creating television projects and criteria of cultural industries.

RESULTS AND DISCUSSION. A comparison of modern special television projects with the theory of creative industries revealed similarities in such positions as: a) high risks; b) the opposition of creativity and commerce; c) high production costs and low distribution costs; d) attitude to semipublic goods, etc.

CONCLUSION. The models of such television projects correspond to the characteristics of cultural industries, which develops a theoretical view of television and actualizes its possibilities in the context of media transformation.

INTRODUCTION. The application of the concept of perception management for image optimization of the social network “VKontakte” is investigated. The scientific evolution of the application of theoretical aspects of this approach from the initial, military paradigm to the field of communications both inside and outside social networks for the purpose of promoting the services they offer in the commercial environment is considered. The goal is to study and analyze the application of the concept of perception management for image optimization of the social network “VKontakte”.

MATERIALS AND METHODS. The existing modern theoretical aspects and practical approaches used to influence the perception of the online community brand by existing and potential participants are analyzed. Such research methods as content analysis and statistical data analysis are used. Using examples of publicly available materials, the advertising campaign of the social network “VKontakte” is analyzed and a comparative analysis is conducted with the best international practices in the paradigm of perception management.

RESULTS AND DISCUSSION. The article proposes tools and techniques that can be used to manage the perception of the image of a social network in the context of modern international trends and challenges.

CONCLUSION. The study shows that social network brand perception management is an effective approach to optimizing the image of social networks, and an advertising campaign for the “VKontakte” social network, conducted taking into account the basic principles of this approach, can contribute to the successful promotion of this social network in the modern information environment.

INTRODUCTION. The relevance of the topic is justified by the attention of society to the mental health of journalists in connection with the tense geopolitical situation: in 2022, UNESCO released a policy document “Safety of Journalists Covering Traumatic and Suffering Events”. The purpose of this study is to identify symptoms of emotional burnout syndrome in young journalists of the Penza region and correlate them with job satisfaction indicators in the editorial office.

MATERIALS AND METHODS. The leading method was an anonymous survey of regional journalists (based on the media of the Penza region) aged 20–30 years using psychological methods for diagnosing the level of emotional burnout syndrome and job satisfaction.

RESULTS AND DISCUSSION. In editorial offices, there is a priority of collective work over individual achievements: this is showed by high indicators on the scale of reduction of personal achievements. However, orientation towards collective work increases self-satisfaction. Compared with those subjects who had high indicators of emotional exhaustion and depersonalization, the severity of BS in the group of subjects with reduction of personal achievements is almost two times lower.

CONCLUSION. It is possible to talk about a fairly high level of loyalty of Penza journalists to their editorial office – about 65 %. However, the rest of the young journalists do not receive moral or material support to the required extent. The diagnostic data obtained can be used in media psychology classes for journalism students and for developing trainings.

INTRODUCTION. The study is a philosophical and cultural analysis of the “thing” concept as a cultural form that structures the space and time of an individual’s daily existence. The main focus is on the role of things in creating and representing the chronotope, which is a combination of space and time. Things act as structurizers of space and time and occupy two positions in relation to the chronotope: 1) as an internal thing within the chronotopic space, and 2) as an external thing outside the chronotope. This allows things to fully realize their symbolic functions. The aim of the study is to substantiate the argument that things, as carriers of meaning and symbolic objects, play a crucial role in structuring and stabilizing human culture through their chronotopic indicators.

MATERIALS AND METHODS. The material obtained as a result of the analysis and synthesis of both philosophical and cultural studies of the thing as an object and phenomenon of culture is presented.

RESULTS AND DISCUSSION. Thing is a complex entity and cultural form that interacts with the chronotope bidirectionally, objectifying and subjectivizing it. It can act as an “thing” and as a “phenomenon”, and its symbolic meaning can be deep and multifaceted.

CONCLUSION. The material presented in the study is intended to fund applied research on the spatial and temporal structure of human daily life, as well as for socio-cultural design in the field of preservation and actualization of cultural heritage.

INTRODUCTION. Consideration of cultural aspects in education is a relevant issue today, as it enhances the overall cultural level of individuals and aids in addressing key tasks facing education in the Russian Federation. Addressing these aspects at different levels of education, such as primary, secondary, and higher education, primarily involves exploring the cultural traditions of the country, as it is a complex of knowledge and value representations related to artistic, aesthetic, physical, political, familial, behavioral, and other components that define harmonious interactions among individuals within a cohesive society. The purpose of the study is to reveal the importance of applying the main cultural aspects at different stages of personality development in education.

MATERIALS AND METHODS. The material presented is derived from methods of analysis, generalization, and systematization of knowledge regarding the role of cultural aspects and principles in modern education, as well as their applicability.

RESULTS AND DISCUSSION. By exploring various cultural traditions, learners acquire the basics of intercultural communication and the unique cultural characteristics of each nation, which enables them to understand the historical, sociocultural, and spiritual traits of the Russian people and the possibilities for peaceful, respectful coexistence among nations.

CONCLUSION. Cultural aspects serve as a guiding framework for the development of a creative, self-developing personality.