The study relevance is due to the need for a comprehensive interdisciplinary mechanism analysis of transposition in the language, which generates a huge layer of grammatical and lexicalgrammatical homonyms, as well as syncretic (peripheral and hybrid) structures that allow economically, but capaciously expressing thoughts and feelings of a person. While studying the steps of adverbial transposition substantive word forms, the patterns of interaction between semantic and grammatical in the formations structure explicating in typical contexts the core and periphery nouns zones and the peripheral and nuclear substantive adverbs formed on their basis were revealed. On the example of the word form “boon”, different degrees of its departure from the nouns class and approaching the adverbs class are demonstrated. As a applying result the methodology of oppositional analysis and indexing, it has been established that in the zone of the adverbs core it finds, on the one hand, 0 % of the correspondence of its differential features to the original nuclear noun “boon” features, and on the other hand, 80 % of the correspondence to the differential substantive nuclear adverb “circle” features. The idea is substantiated that 100 % correspondence of the properties of different prototypical adverbs in the structure of any nuclear adverb is unlikely due to individual semantic and syntactic differences of adverbial lexemes, including their accentological features. The study results can be used in further developments on the problem of transposition and syncretism in the system of parts of speech and interpartial semantic-syntactic categories. 

The study is devoted to the problem of the virtual language communication normativity, namely the specifics of expressing a negative assessment. It is proved that the formation of the norm of language communication occurs in the system of taxa “norm – non-normal – anti-norm” (according to the concept of V.G. Kostomarov). It is substantiated that the virtual language communication normativity is not a direct reflection of the real language environment normativity, but is formed under the influence of the virtual environment communication stereotypes characteristics, which have significant differences from the current national communication stereotypes adopted in the Russian society. It has been established that a negative assessment in a virtual environment acts as a means of verbal aggression due to the absence of restrictions in the language means choice by which the intention of a negative assessment is verbalized in virtual communication situations that are aimed at achieving extralinguistic communication goals related to the communicant’s self-affirmation with the help language means of taxa non-norm and anti-norm, the exclusive right presumption to an interlocutor negative assessment (verbalization of the insult intention), the rejection of the opponent’s point of view, manifested in the absence of intentions of the interlocutors to seek a compromise. The results of the study allow us to state the special conditions presence for the formation of specific norms of language communication in a virtual communication environment. 

The texts of modern educational webinars are analyzed in order to identify the main speech strategies and tactics used by their participants. It is noted that the genre of the educational webinar has recently acquired significant relevance due to the wide spread of the distance learning format. It was revealed that the speech strategies and tactics used by webinar speakers are focused on establishing close intellectual, emotional and psychological contact with webinar recipients. In this regard, the informing strategies, imperativeness and cooperation become the main speech strategies at webinars. For a webinar speaker, it is important to give the audience accurate and verified information, organize its perception and create an atmosphere of cooperation and joint activity at the webinar. Webinar participants use the argumentation strategies, positive presentation, self-presentation, gaining authority, “distance management”, comic impact, and others. Within the framework of the strategies used, the educational participants webinars resort to constructive speech tactics, such as the tactics of referring to the knowledge that the addressee has, the image tactics, the establishing speech contact tactics, the step-by-step explanation tactics, as well as the integration tactics, demonstrating openness and interest, useful information, appealing to authority, self-promotion, etc. Destructive strategies and tactics in the educational webinar genre construction are practically not involved.

The subject of consideration is the nomination of society as a central fragment of the Russian language picture of the world and a sociomorphic language code based on comparison with society. The relevance of the study lies in the study of the ratio of means of secondary indirect nomination to designate society (sotsial‟nyi lift) and the use of primary and secondary direct nomination of society to designate other fragments of the Russian language picture of the world (postavki oruzhiya “kapel‟nym polivom”). The material of the press and oral talk-shows of experts (1160 examples) was analyzed. The methods of component analysis and the comparative method were used. The results of the study show the nominative activity of the Russian linguistic personality in the formal and informal nomination of society: the use of landscape (bol‟shaya luzha), climatic (stoyat‟ na raz”ezzhayushchikhsya l‟dinakh), zoomorphic (giena Evropy), artifact (beskonechnyi dollar), historiomorphic (sharovarnyi Vermakht) metaphors; manifestation of the systemic organization of society‟s nominations: synonymic series (rzhavyi Tolik, gospodin privatizais ryzhii vaucher Chubais; likhie – banditskie – pomoinye devyanostye), antonymic pairs (zastoi – nezhnyi Brezhnev), homonymous pairs (krasnaya Armiya „workers‟-and-peasants‟ army of the country of Soviets‟ – krasnaya armiya „association of terrorist brigades of Italy‟), thematic groups (time periods, leaders of states, professions, places of settlement, etc.); the appearance in this nominative field of historicisms (khrushchevskaya ottepel‟, chlenovoz) and archaisms (okolotochnyi – uchastkovyi). The main functions of the informal nomination of society (epistemological, characterizing, adaptive, philosophical) are established. The results of the work can be used in linguistics, journalism, sociology, political science. 

We consider the possibility question of an unambiguous distinction between genres close in meaning, included in the same thematic group. The aim of the study is to describe the rhetorical parameters of the genres of praise, approval, compliment and flattery, which are included in the genres group of a positive assessment of a person and his actions, as well as to develop criteria for distinguishing between these genres. All genres belonging to this group are united by the addresser position: he experiences (or pretends to experience) one or another positive attitude, which he wants to notify the addressee about. The rhetorical features of all genres of the group are described in detail and the characteristics by which they can be distinguished are highlighted. Praise is considered to be the group central element of positively evaluative genres. A comparison of praise with other genres shows that the differences most often relate to the object of evaluation (in praise, the object is a person, and in approval, ideas, projects and other products of intellectual activity) and the nature of the assessments used (praise is based on objective assessments, and compliments are based on subjective assessments). 

The purpose of study is to describe the sensory features of interlocutor’s perception by the main character of the novel by H. Boll “The Clown”. Sensory vocabulary representing odors, skin reactions and color combinations of clothes perceived by the protagonist of the analyzed work of art is chosen as the study material. The novelty of study lies in the fact that for the first time the verbalization features of olfactory associations in the novel by H. Boll “The Clown” are considered; for the first time, a quantitative analysis of lexemes-representatives of skin reactions is carried out in it; for the first time, the colouronyms that serve to describe the colour combinations of characters’ clothes in the novel are analyzed. The methodological basis of this study is the linguoculturological approach, which made it possible to interpret the results obtained in the cultural aspect. The relevance of work is determined by its purpose and the active development of linguistic sensory as a new direction of linguistic research. The analysis of the lexical means of expressing the interlocutor’s sensory perception in one particular work of art should be considered as a kind of contribution to the development of linguistic sensory. Sensory vocabulary allows us to expressively describe the internal state of the characters, their experiences, feelings, emotions, form their psychological portraits based on odors, skin reactions and perception of color combinations in clothes. The work may be of interest to specialists in the field of German studies, psycholinguistics, linguistic semantics, intercultural communication, cultural linguistics. Linguistic analysis of sensory vocabulary of works of art by other German-speaking authors seems promising, taking into account its cultural context. 

The subject of the research is the description of intercategorial interactions in nonprototypical taxis constructions of the German language. The aim of the work is to analyze the intercategorical connections of taxis with the semantic categories of instrumentality, conditionality, causality, concession and consecutivity. The mutual connections of the above categories specify the second-taxis actualization or adverbial-taxis categorical meanings of simultaneity in utterances with prepositional-deverb combinations. The relevance of the research is related to the lack of study of the issue of intercategorial relationships of semantic categories established at the paradigmatic level and implemented in a syntagmatic context, that is, in non-prototypical taxis constructions with adverbial prepositions. It is revealed that the relationships of interacting categories are realized in concrete speech utterances with prepositional-deverbative constructions with prepositions of instrumental, conditional, causal, concessive, consecutive semantics bei, mit, durch, wegen, aus, vor, ungeachtet, trotz, infolge. They condition the actualization of such second-taxis categorical meanings of simultaneity as instrumental-taxis, medial-taxis, conditional-taxis, concessive-taxis and consequential-taxis. 

The study is based on English economic terms and is devoted to the logical-semantic analysis of contrast according to the following language criteria or elements: relationship type, nomination type, implementation method, word-formation properties, syntactic potential, part-ofspeech, lexical-semantic features, combinatorial function. The theoretical significance of the study lies in determining the role of counterdiction at the language and psychology science intersection. The goal of study is a comprehensive theoretical and practical study of the properties of the difference between the economic terms of the English language. To achieve this goal, it is supposed to describe the history of antonymy in linguistics from its origin in order to streamline semantically contrasting (opposite and opposed) units to development to the phenomenon of absolute linguistic and speech universals. Within the framework of this approach, it is necessary to cover the origin of the principle of antonymy based on the phenomenon of oppositions, work on the classifications of antonyms, the use of semantic criteria in the study of the phenomenon, component analysis of opposites, their definitions; also touch upon the research on antonymy, which considers not only the phenomenon itself, but also related concepts, modern studies of contrast. The period from oppositions to the present, covering several centuries, culminated in the emergence of criteria, or elements of a logical-semantic analysis of semantic incompatibilities. 

In the aspect of the “scientific-research dialogue” of the author of this study with the writer of the twentieth century Sergei Nikolaevich Sergeev-Tsensky, his publicistic miniatures “Gogol as an artist of the word” (1952), “Talent and genius” (1957), included in the collection “Work hard and joyfully”. It is emphasized that the writer’s work the of the twentieth century Sergeev-Tsensky was written as a pedagogical parting word to future generations and as a call to cherish and study their native Russian language, to cherish the Russian word on the material of the “genius of artistic expression” Nikolai Vasilyevich Gogol. The stylistic and poetic findings of the writer in various stories, in the poem “Dead Souls” and in the dramatic work – the comedy “The Government Inspector” are considered. The ways of creating a literary portrait and landscape, the language system means in depicting the psychological details of the portrait and landscape characteristics of comic heroes (on the example of the portrait of Sobakevich), as well as the speech characteristics of the “The Government Inspector” are investigated. Attention is drawn to Gogol’s techniques of “style play” and some deliberate violations of lexical norms in the construction of portrait characteristics in order to emphasize very significant psychological details. As an addition to Sergeev-Tsensky’s reasoning, the specifics of Gogol’s descriptiveness in the real and the fantastic synthesis are specified on the example of significant details, for example, the story “Viy” from the “Mirgorod” cycle. The fear of the author of “Mirgorod” and “Taras Bulba” of confusion in the minds of the characters of Divine and demonic forces is emphasized.

We analyzed the anti-Catholic discourse of the novel by F.M. Dostoevsky “Demons” (1872). The object of the study is the religious and confessional views of F.M. Dostoevsky in the aspect of the writer’s polemics with Catholicism and the papacy. The research methodology is based on the principles of comparative and contextual analysis. The interdisciplinary nature of the study is due to the appeal to theological, philosophical, religious-confessional and socio-political issues. The materials of the study were the text of the novel “Demons”, handwritten editions and draft notes to the novel, as well as external to F.M. Dostoevsky’s sources are historiosophical, polemical, historical literature, etc. In the course of an ideological content of “Demons” consistent review, the author identified three areas of anti-Catholic polemics implemented by the writer on the novel pages: anthropotheistic, Christological and socio-political. All three aspects are concentrated in the complex image of Nikolai Vsevolodovich Stavrogin – a demon, a man-god, an antichrist and novel world impostor. The motive of the worldwide Catholic conspiracy threatening Russia is displayed in the political constructions of Pyotr Stepanovich Verkhovensky. The practical significance of the results of the study lies in the possibility of their further use in a comprehensive study of F.M. Dostoevsky’s religious and historiosophical system of views, as well as by introducing the results obtained into the educational process for conducting seminars on the history of Russian literature.

We consider the history of translations and publications of V.M. Shukshin in China on the data first systematization basis on the publication of translations of the writer’s works into Chinese. The periodization of the reception of his work in the PRC is proposed, the reasons for the translations of V.M. Shukshin in China. The purpose of the study is a translations history systematic analysis of works by V.M. Shukshin in China, as well as determining the status and writer’s works role translated into Chinese in modern Chinese literature. For this purpose, we collect translations of the works of V.M. Shukshin into Chinese and the translator’s assessment of  V.M. Shukshin. The sociological, cultural-historical method and statistical data are used, diagrams and tables are given to clearly and in detail show the translation of the works of V.M. Shukshin into Chinese. From these diagrams and tables one can see the translation of V.M. Shukshin in China and the perception specific process. The analysis results the show that the works of V.M. Shukshin were widely translated in China, and not only stories, but also screenplays and some of his journalistic articles were published in Chinese, works that are popular with Chinese readers and scholars. V.M. Shukshin is known in China as a writer, producer and actor. The results of this study can be practically useful for further research in China on the work of V.M. Shukshin and Russian literature in general.

The implementation of aspects of literary cinematography in Dmitry Danilov’s novel “Sasha, hello!”, which was analyzed using contextual, structuralist methods, the method of holistic analysis of a literary text, is considered. For the analysis, the concepts of “literary cinematography”, “audiovisuality”, “edit”, “plot”, “chronotope”, “eye” and “look”, “image of the author”, “reader-viewer” are used, the specifics of cinema as a fact of culture. It is substantiated that literary and cinematic codes are intertwined within the framework of this work. The specificity of the implementation of the principle of audiovisuality in the text is considered. It is revealed that the text is built according to the assembly principle. To construct the plot, the writer uses, among other things, emphatically cinematic plot. At the same time, the emphasized visibility of history,  the orientation towards the creation of visible spaces allows the writer to create a specific absurdist narrative. The use of the vocabulary of the “Kino” group and the inclusion of the image of the author in the form of a conditional director-screenwriter transform the very status of a literary text. This makes it possible to present a literary work as an analogue of a motion picture, while actualizing the interactive moment, including the reader-viewer in the unfolding of the text. The materials of the study and its conclusions can be used not only to analyze other works by D. Danilov, but also in the analysis of modern domestic and world literature in the context of literary cinematography and the relationship between literature and cinema.

The results of a comparative analysis of English and Russian international CGTN channels are presented. The research is based on a survey of citizens and analysis of materials from the Chinese database of scientific publications CNKI and the Russian database eLibrary. The purpose of research is to study the differences between CGTN’s international communication strategies for Russian-speaking and English-speaking audiences, as well as to analyze the possibilities of China in this way to change the existing world order of information and communication. An integrated systematic approach is applied, interdisciplinary methods and techniques are used. The communication effect of CGTN work in Russian language in Russia is summarized. The work is intended for journalists, specialists in international relations, as well as relevant departments of the Russian Federation and the People’s Republic of China to analyze and improve the level of international communication through television media. 

Availability of means and channels of communication in the 2020s for the general population has significantly influenced the processes of production and transmission of information. Each event that is relevant, albeit for a limited circle of people, becomes known momentarily and can be broadcast to unlimited territories. Such possibilities of communication channels have actualized the problem of spreading unreliable, fake information, since its creators understand the effectiveness of textual information on the audience, first of all. The need to resist the dominance of fake information is recognized at the state level. In recent years, the current legislation has been tightened; the purpose of the innovations is to suppress attempts to spread fakes and punish if facts of their publication in the media are revealed, in particular, in cases where deliberately false information is disseminated containing data on the use of the Armed Forces of the Russian Federation in order to protect the interests of the state and its citizens, maintain international peace and security. Interest in the facts of the dissemination of false information by the scientific community is intensified; thus, a lot of scientific and popular science works devoted to this issue are found, thematic conferences are held on this topic. Do not stand aside the media, which report on the facts broadcast on other channels of fake news. As a result, a lot of materials are published about the disclosure of the facts of the publication of fakes. However, updating the problem at different levels is not enough, it is important to consolidate the efforts of society in countering the dominance of fakes in the media. Moreover, it is required to communicate the proven methods for conducting fact-checking to the most vulnerable – children and youth audiences, to develop their skills in recognizing reliable and false information. 

The study is devoted to the study of the activities of journalists associated with the use of social communication channels in media practice. Media specialists from regional media spoke about the use of social networks and instant messengers as a source of newsbreaks, broadcasting content and a platform for interacting with the audience. Materials of a study conducted by the method of informal interviews with journalists as part of a qualitative strategy in 2021–2023 were used. The stages of a journalist's work with information from social networks are studied: monitoring, searching for the primary source, interaction with authors, fact-checking, confirmation of information. The features of the work of a journalist with social networking sites as a monitoring and search for new topical topics and opinions are revealed, as well as an algorithm for the work of a media specialist with such a unique source of information as social networks. The research material is systematized and divided into thematic blocks, which reflects the logic of the interviews and the structure of the study. In conclusion, the main principles of the work of a journalist in social networks and with social networks are formulated, which are the basic professional and ethical guidelines for activity. 

The novelty of the study is due to the need to systematize the techniques of infotainment used in the work of print media. The empirical research material for the work was the corpus  of journalistic materials of the Belgorod regional youth magazine “OnOnas” for the period from 2013 to 2021. The relevance of the study lies in the need to theorize valuable empirical material and classify non-verbal methods of infotainment in relation to the practice of print media. The relevance and novelty of the study are also due to the insufficient study of the phenomenon of infotainment in relation to the practice of regional print media, since modern researchers still maintain a stable association of infotainment with television practices to the detriment of other types of media. The methods used in the course of the study include a system analysis with an emphasis  on a constructive and structural-functional approach, and the typology method is also used.  The conclusions are drawn that the use of non-verbal structural and compositional techniques  of infotainment makes it possible to increase the visual appeal of journalistic material, include elements of entertainment for the purpose of informational unloading of the text, visualize statistical information or the semantic part of the text, captivate the audience with new forms of visualization and representation of journalistic information. 

The relevance of research is due to the need to study the characteristics of professional stress of mass media workers in 2022 in connection with work in a tense geopolitical situation. The purpose is to identify the key stress factors for the regional mass media journalists (on the basis of the Penza and Rostov regions). The leading method is the anonymous survey “Stress in the profession of a journalist”. It turned out that journalists, on average, assess the level of stress in their profession at 6.75 points out of 10, the journalists (91 % of surveyed), regardless of age, rate the workload as high or very high. The topics that cause the most stress for journalists are the special military operation in Ukraine, politics, crime and accidents, social aspects – tragedies: conversations with the families of the dead and injured (especially children), IDPs, as well as housing and communal services, health. The process of working in the mass media also seems stressful due to multitasking and tight deadlines for submission of materials, emotionally difficult communication with the heroes of complex topics. The organization of work in the editorial office in some cases also becomes a stress factor for journalists: 15 % of respondents noted that relations in the team in 2022 became more tense and called management in their editorial office ineffective. The current situation dictates the need for a comprehensive study on the problem of journalistic stress, including in the regional aspect, so in the future you can study the recommendations of psychologists, which are regularly given in professional media (“Journalist” magazine and on the portal “Sdelano.Media”). The results of research are used in the classes on the psychology of mass communications (media psychology) for students-journalists (bachelor’s degree). 

The current issue of the development of media literacy among modern students is considered. In the era of social networks and the intensification of “fake news”, teaching young people the rules of countering disinformation is the first step towards creating a safe information field. The subject of the research is a quest as a tool for the development of media competence. The purpose is to identify the potential of the quest as a tool for developing critical thinking. We consider the gamified format of media literacy development optimal for today’s students, representatives of generation Z, since it is the zoomers who appreciate the introduction of game elements into the learning process as a reference to their rich gaming experience. The stages of creating an educational quest are considered, the technology of its implementation based on the author’s case “Media-Compass” is described. The conclusion is made about the high potential of the quest as a dynamic, emotionally saturated tool for the development of media competence among the modern generation of students in the post-truth era. 

The media component of the socio-cultural space has a significant impact on the modern holiday calendar. The public holiday serves as a tool for the self-presentation of power, ideological and moral values that are significant for it, so the holiday resistance deserves special attention. The study is devoted to the media consideration image of a public holiday (on the example of the Day of Russia, the Day of National Unity, the Day of Family, Love and Fidelity, as the most resistant at the present stage), its ceremonial and ritual complex and the sacred meaning, both perceived through the media sphere and constructed mass media. The media texts of institutional and non-institutional mass media, collected by the thematic query of the Yandex search engine using the continuous sampling method, are considered, which makes it possible to identify both the official point of view and the ordinary people’s opinion. Semantic dominants of discourse, texts emotional markers are revealed. Used methods of semantic, contextual, typological analysis. The reasons for the resistance of the three considered public holidays in society have been established: the fuzziness of holiday meaningful component, the lack of a symbolic-ritual complex that is understandable and accepted by the holiday participants, an ill-conceived media strategy, that is, an ambiguous choice of the date, holiday symbols, and the vector of its popularization. An additional factor of resistance can be called the modern calendar transitivity and its oversaturation with festive events. The reflection study of the image of the holiday in the media space and the construction of its mass media is significant for understanding the festive culture transformation at the present stage, the conclusions can be used in methodological recommendations for holding holidays for educational and cultural institutions.

This work is dedicated to the 20th anniversary of advertising education in the Tambov region. In 2003, TSU named after G.R. Derzhavin carried out the first students enrollment in the specialty “Advertising”, while other universities in the region implemented the specialty “Public Relations”. The work presents a retrospective of advertising education at Derzhavin University, which periodization is built on the basis of “belonging” to the educational department of the university, and the actual specifics of the educational process are characterized. The main results in the field of teachers publication activity involved in the implementation of educational programs of bachelor’s and master’s degrees are outlined, the most striking strokes of scientific, grant, and competitive activities of students are presented. Attention is paid to the specifics of career guidance work in the direction of “Advertising and Public Relations”, aimed at popularizing the professional sphere among schoolchildren. For 20 years of training specialists in advertising and public relations field, Derzhavin University has developed traditions that unite teachers, students, graduates, representatives of the professional industry (“Nedelya reklamy”, “Neformal’nyi klub vypusknikov #ReklamaTGU”). 

In a comparative aspect, Russian and Turkish social advertising of the pandemic period is considered. Both similarities in the social communications of Russia and Turkey, and differences are noted: globalization has led to similarities in the topics of social advertising, tools to influence the audience, while the cultural code of countries, the population mentality have led to a number of communication differences, including in anti-COVID social advertising. The functional dynamics of social advertising in this period is noted: from educational to persuasive and inciting. Among the most common polycode tools of influence used in social advertising of coronavirus issues, the following are highlighted: visual images of typical characters, color, number, testemonium (celebrity participation), metaphorical modeling techniques, etc. Particular attention is paid to the frustration communication strategy, its tactics and techniques as one from the basic mechanisms for ensuring the effectiveness of social advertising texts. In addition, role model use of a responsible citizen who takes care of compliance with restrictions, self-isolation, is vaccinated, and does everything to stop the spread of the disease has become specific to social advertising of the coronavirus theme. The material for the study was the texts of Russian and Turkish social advertising dedicated to the problem of COVID-19 for 2020–2021.