We study formation the issue of the adverbs of place in the Old Russian language in historical aspect. The material for the research is the contexts with adverbs of place, extracted by the method of continuous sampling from the published Old Russian writing monuments. To identify the way of derived adverbs origin and to establish its initial derivational structure, as the main ones in the work there are used derivative and morphemic analyzes in a synchronous environment, as well as elements of contextual analysis, which made possible to identify and clarify the dependence of lexical meaning of the adverb on the context. We establish that the leading way of forming the adverbs of place in the Old Russian language was the prefix; the role of the generating base was played by the primary polysemous adverb, which, because of the meaning of derivative formant, was formed into a new monosemous adverb. We conclude that the reconstruction of real history of the adverbs is possible only on the basis of comparing contexts in connection with each other, on the basis of a derivative analysis of the structure of adverbs in a synchronous cut and on the basis of identifying derivative types of the adverbs in diachrony and synchronicity.

The issue of morphonology status and units of its description remains relevant in modern linguistics. The purpose of study is to describe the morphonological rules for choosing suffix -ost’ (-est’), to investigate the hierarchies of morphonological units that determine the synthesis of the sound structure of derivatives under study, consisting of a set of stress morphonemes, phonemes alternation and allomorphs alternation. We mainly use the descriptive method, which includes such techniques as observation, comparison, juxtaposition, generalization, interpretation. Based on the description, we conclude that word formation of considered class of words is distinguished by fusion, and not agglutination. The choice of an allomorph depends on morphological characteristics of generator, and allomorph determines the stress and the type of derivative's alternant, that is, the morphological unit includes phonemes alternation, stress alternation and allomorphs alternation of the suffix, which are 3 morphonological units. The results of study, in particular, the significance of suffix in describing the theoretical foundations for describing the morphonological phenomena of Russian language, as well as the model of morphonological description of Russian word formation, make a certain contribution to the development of morphonology as an independent science. The practical significance lies in the fact that the conclusions and materials of study can be used in the compilation of special morphonological dictionaries.

We analyze the dialect lexicographic situation in Russia at the beginning of the 21st century: dictionaries of different genres are highlighted, publications of specific regions and districts are grouped, – both collective and individual works. In general, a brief systematic review of 87 (very large, large, medium and small) dialect lexicographic works is given. We note that the dialectography of recent decades is represented mainly by traditional differential dictionaries, which differ from the literary standard, and less often by non-differential, full-type dictionaries; it has been supplemented with 9 thematic dictionaries; 5 – idiolect dictionaries; 2 dictionaries of dialect vernacular; motivational dictionary of subdialect; figurative units of dialect; emotional-evaluative vocabulary of dialects; 7 phraseological dictionaries of dialects. Of the 87 dictionaries, 4 are ongoing (unfinished) issues, volumes of works published since the second half of the 20th century; 11 are completed (published) dictionaries, work on which was started in the late 90s of the twentieth century; 65 are published editions from 2001 to 2021 (4 dictionaries of which were published decades after compilation, 2 are additions to previously published works, 10 dictionaries are corrected and supplemented; 7 continue to be published). New lexicographic works almost completely cover the map of Russian dialects.

We analyze linguistic features of poetic texts by V.A. Soloukhin, included in the collection “Poems” (1990). The subject of research is the image of an apple tree from the point of view of the specifics of its verbalization in the individual author’s picture of the world by V.A. Soloukhin in comparison with the linguistic embodiment of the image of an apple tree in the linguistic picture of the world of Russian people. The relevance of research lies in the fact that V.A. Soloukhin’s poetic picture of the world is analyzed from various linguistic and cultural positions, which is associated with the ability of a lexeme to absorb both ethnocultural information and individual author’s information. The purpose of study is to comprehend the role of the dendronym apple tree in the author’s work as a carrier of figurative folklore and mythological meanings. The image of a tree is considered in the context of the manifestation of the Russian mentality, culture and history. The study may have a practical focus in the teaching of Russian, including Russian as a foreign language; when studying the creativity of V.A. Soloukhin in the literary course and in the compilation of author’s dictionaries. It is concluded that the apple tree in the artistic picture of the world of V.A. Soloukhina is inextricably linked with the image of the Russian garden. The author, associating the concept of life and death with the apple tree, recalls the harm that a person can cause to wildlife, and by including in his works lexemes describing the flowering of an apple tree, the beauty of its fruits, wilting of leaves, coarsening of trunks and roots, he shows cyclicality life not only of a tree, but also of a person.

The relevance of this research is determined by the growing interest in folk language – the history keeper and the representative of modern knowledge about man. The fixation of unofficial names that mark the linguistic personality in the rural society allows one to see the existing forms of communication and relationships within the collective. The purpose of this study is to describe anthroponymic units that name male according to known facts, imitation of famous people, heroes or similarities to them, nationality or adherents of religion, event or fact from life, culinary preferences in the patois of Vysoky village Talovsky district of Voronezh region, determining the meaning, detection of names-metaphors, clarification of part-of-speech affiliation, emotional assessment and productive word-formation suffixes. Rural male unofficial names became the subject of analysis. The object of research is the folk patois. In the course of work, 40 names are identified, represented by 4 thematic groups. It is proven that the most productive are anthroponyms based on known facts, imitating famous people, unproductive – nicknames based on nationality. The names-metaphors with the meanings contained in them correspond to different nominations: berry, flour culinary product, sweet food, leader of the proletariat, leader of the USSR, President of the United States, heroes and director of a film and cartoon, character of a poem, gladiator, general, hockey player, actor and many others. etc. A few nicknames are indicated that cause positive associations associated with state officials and famous people. Names with a negative emotional assessment, causing condemnation by the villagers, are noted. Among the productive ways of word formation are the suffix and the transition from one part of speech to another. The conclusion is made: only indigenous people are carriers of the considered anthroponymic units. The use of street names in your team allows you to maintain a peculiar form of communication, which differs in its norms and rules, throughout a person’s life.

We devote to the study of the functioning features of the term linguo-local studies in the modern Russian literary language. The relevance of linguo-local studies in modern linguistics, the active inclusion of linguo-local studies material in the teaching of the Russian language in educational institutions and universities contribute to the widespread use of the lexeme linguo-local studies. The purpose of work is to study lexicographic sources from the point of view of representation of the term linguo-local studies in them and to clarify its meaning in modern scientific discourse, taking into account the changed realities of the use of lexeme. Based on the analysis of reference literature, we conclude that a significant part of modern linguistic dictionaries does not fix the term linguo-local studies, despite its active use in scientific research, theory and methodology of teaching the Russian language and Russian as a foreign language. Due to the features of the functioning of lexeme linguo-local studies at the present time and on the basis of a comparative analysis of the definitions of terms that name related disciplines, assumptions are made regarding the clarification of the meaning of the term linguo-local studies.

Nowadays, blockchain attracts the attention of more and more scientists. This is due to the high interest of the world community in this topic, the high pace of development of blockchain technology and its introduction into the life of society in the 21st century. It is worthwhile noting that blockchain technology is important for the future of humanity, because it allows people to build trust. Trust will be built in every area in the finances, real estate, healthcare, business and other life areas of society. Owing to the great prospects for the development of this technology, the attention of linguists is attracted by the fact of the appearance of lexical formatives connected with blockchain. First of all, loanwords are the transition of elements of one language to another as a result of the interaction of languages, or the elements themselves transferred from one language to another. Due to the fact that works about the blockchain initially appeared in English, the lexical units of this topic came to Chinese from English. We provide a classification and also determine the most common ways of loanwords from English to Chinese in blockchain. The relevance of study is determined by the lack of knowledge of English loanwords in Chinese in the field of blockchain. When training specialists in translation, the topic of blockchain remains understudied, due to the difficulties in translation terminology. Thus, studying loanwords can improve the skills of translators, help them avoid mistakes when translating from English to Chinese and vice versa.

We raise the problem of the influence of temporality category on the cognitive potential of the English-language educational text. The relevance of the problem is due to the fact that the cognitive aspects of educational texts are not sufficiently developed, despite the diversity in different thematic areas. The goal is to study temporality as an ontological test category, analyze its influence on the cognitive specificity of texts, and identify typical grammatical means of expressing temporality in educational natural science texts. We use the methods of analysis of theoretical provisions about the nature of temporality category, as well as qualitative and conceptual analysis of linguistic material on the example of natural science educational texts in English. The results obtained indicate that the theoretical prerequisites for describing the structure of the textual temporality category are semantic and functional-semantic aspects and the field principle. It is practically revealed that the grammatical means of temporality category used in educational texts of this type contribute to the transfer of knowledge about natural, static phenomena, history and research results over a wide period of time. We show that grammatical means of temporality, traditionally considered peripheral, significantly affect the cognitive potential of educational texts of this type due to the expression of focus. Based on the analysis, it is concluded that the temporality category of educational natural science texts determines the peculiarities of their style and the ability to transmit universal knowledge that is not clearly structured in time.

The subject of research is the content consideration of the concept “Happiness” in Russian and Dargin language pictures of the world, reflecting the mentality specifics of Russian and Dargin speakers in the perception of reality. The relevance of study is determined by the interest of modern linguistics in the problem of the relationship between people’s consciousness and language as a key component of the assimilation of culture, storage and transmission of national cultural information. We establish that the linguistic unit “happiness”, which objectifies the human sensory world, allows us to speak about the linguistic mentality and the essence of spiritual space of language. Descriptive and structural-semantic methods are used in the analysis of factual material. The revealed significance of the use of happiness lexeme in the cultures of Russian and Dargin peoples indicates that the perception of the concept “Happiness” by the speakers of languages under consideration differs, as evidenced by the paremic units and phraseological units representing the original linguistic picture of the world. We conclude that native speakers of these languages understand “happiness” as grace, supreme bliss, family well-being, and success in work. We establish that the concept of “Happiness” has national features of the content. The material of work outlines a perspective in the study of fragments comparison of picture of the world in different languages.

The relevance of the study is due to the need to study the ethical foundations of the writer’s artistic world. The correlation of G. Gazdanov’s works and his journalism with the concept of art by L.N. Tolstoy and the original ethics of P.A. Kropotkin is revealed. G. Gazdanov’s work is illuminated in an axiological manner, in connection with which art is positioned as a sphere of social life, which is the evolution of the spiritual development of mankind as a part of nature, conceivable in the projection of the divine principle. The task of the artist determines the motivation of reader to moral self-improvement. For this, the most important is the life experience of the author, which is opposed to “literary artificiality” and technicalism. The artist’s action is integrated into society as a specific type of activity that combines the uniqueness of personal self-expression, cultural patterns and the evolutionary element of a new word in the form of a high message to the world. The typological connection between the writer’s metapoetics and pretexts is revealed implicitly in the texts of his works (“An Evening with Claire”, “Flight”, “The Prisoner”, etc.) and explicitly in his journalism. As a result of the analysis, it was possible to trace that in the eidological field of G. Gazdanov, the Apolonic and Dionysian principles, the “infectious” soulfulness of L.N. Tolstoy and the spiritual searches of F.M. Dostoevsky are combined. Following the symbolist concept of “total unity”, G. Gazdanov “collects stones” and, focusing on his predecessors, removes the opposition between “elite” art and “literature for the masses”. The tendency from lyricism to plot in meta narration appears to be a reasonable choice aimed at the “echo” of the reader and a responsible civic position.

The subject of research is the cemetery topos as one of the most important constructs of the artistic space of novels “Laurus”, “Aviator”, “Brisbane”, “Justification of the Island” by the modern Russian writer E.G. Vodolazkin. The relevance of work is explained by the interest of Russian literary studies in the study of literary process of the 20th–21st centuries and the work of one of the brightest, original and authoritative modern prose writers – Eugene Vodolazkin. The purpose of research is to study poetic and functional features of the cemetery topics in the above-mentioned novels. The research methodology is based on a combined approach, including historical and cultural, mythopoetic, structural, comparative and receptive methods. As a result of our research, we establish that Vodolazkin creates a complex, symbolic space that changes and “lives” the novel's story along with the heroes. The cemetery appears in three aspects: as a mythological, commemorative and dialogue space. The image of cemetery is created with the help of smells, light and color, as well as textures (tactile effect), which are also “markers” of positive space or, conversely, space with negative connotations. Thus, the cemetery is one of the main toposes in Vodolazkin’s novels, it is a space for unification, overcoming the “gap” – temporal, spiritual, cultural, linguistic, national, etc. The results obtained in the course of study can be applied in the preparation of university courses on the Russian literature history at the turn of the 20th and 21st centuries, as well as special courses and special seminars.

The contemporary fairy tale continues the traditions of previous fairy tales to bring good, teach and entertain, but already through the transformation of biblical, mythological and folklore models, the prism of the author’s experience and his life position. We propose a new look at the mythopoetic space of “Three fairy tales of the winged, three-headed, fire-breathing Serpent” by Radiy Pogodin (1989) through their holistic analysis, revealing their mythopoetic specificity and artistic originality. Comprehension of archetypal plot features, work mythological subtext, characters system in fairy tales, their intertextual connections make it possible to reveal the deep content layers of the work under consideration. Fairy tales filled with mythological archaics easily incorporate modern realities, so that the artistic world of R. Pogodin’s literary fairy tales is a unity of ancient archetypal models with renewing, sometimes acutely relevant motives. The system of mythologemes and binary oppositions, mythological allegories and allusions form the author’s world model. Mythopoetic plot sketches and archetypal prototypes largely determine the semantic polysemy and artistic complexity of R. Pogodin’s fairy tales. R. Pogodin’s work, being a descendant of a folk tale, continues and develops its genre features, forcing us to perceive a fairytale miracle as a part of our life in its everyday details and details. The central fabulous image – the Serpent, due to its many-sidedness and ambiguity, becomes the embodiment of biblical, folklore and mythological motives, forcing a person to direct his gaze into the depths of his soul. The semantic ambiguity and artistic complexity of the work allows us to assume its appeal to a readership of different ages.

The purpose of study is to establish ethical standards for the interaction between a human and artificial intelligence in the media space of a computer game. The relevance of study is determined, on the one hand, by the active mediatization of various spheres of our life and the strengthening of the role of gaming communication practices in shaping the media landscape as a whole, and on the other hand, by the intensive development of artificial intelligence technologies and the problems that arise in connection with this in human – artificial intelligence communication in the media sphere. As the main research methods, the content analysis method, cross-analysis and the historical-functional method are declared, on the basis of which the key forms of interaction between artificial intelligence and human in different types of games are established, and an ethical standard for such interaction is proposed, which can be extrapolated to media communication in general. It is determined that the typology of the roles performed by artificial intelligence in games can be built on the basis of such features as the complexity, complexity and internal structure of artificial intelligence. It turns out that human – artificial intelligence relations are built mainly on the following types of interaction: hostile, controlling, conditionally friendly and friendly. As fundamental ethical norms of communication in the human – artificial intelligence link, postulates are proposed based on the principle of equality of participants in the communication process, when the issue of not only the safety of the player is considered, but also the safety of the artificial intelligence, which acquires features that fit the definition of a living one.

This work is devoted to the study of various aspects of mediatization of universities activities, inextricably linked with the construction of their digital brands. Mediatization of higher education institutions is often associated with an increase in the intensity of their presence in social media. Presence in social media implies the possibility of broadcasting the key values of the university brand, interaction with target audiences, both external and internal. Active work in social media includes taking into account the characteristics of target audiences, the specifics of their media consumption. One of the important tasks of the “university – audience” interaction is to increase the involvement of the audience, for which universities resort to gamification techniques. Gamification, considered as the use of game mechanics in non-game schemes, is widely used in the fields of education, business, journalism, and marketing.

We are considering the experience of a regional TV broadcaster in covering a major cultural event. The authors are of particular interest to the process of transforming cultural and educational projects in the difficult conditions of informational and organizational restrictions associated with the pandemic period.

The relevance of this work is as follows – the studies conducted in this field reflect the fact that the language of advertising is quite rich, especially structural components. The unity of verbal, graphic, audiovisual aspects is an integrity that can somehow be represented in the form of a text message. The object of the study is the language of advertising, the subject of the study is what is its influence on the structural features of advertising texts. Formulating the objectives of the study, it is fair to ask such questions: what is advertising in principle? What is the language in which it “speaks”? And what are its forms and structural features? Is the difference in advertising texts significant by type of communication, etc. The objectives of the study are to visually reflect the role of the presence of advertising in modern times, to understand the basic terminology, to highlight what goals the advertising text pursues, to establish what are the structural features of various advertising texts. The research methods in this scientific work are theoretical and scientific-literary analysis, bibliographic analysis of conference collections and materials posted on the Internet. The analyzed information of scientific literature made it possible to draw a theoretical conclusion – the structural features of such PR-texts as a press release, an advertising interview, a background, and the practical conclusion of this research work are revealed – an applied opportunity to use the generalized material of this work. 

The work is devoted to understanding the aesthetic assessment on the basis of Turkic proverbs and sayings. We consider linguo-philosophical judgments about beauty, which are included in the content of proverbs and sayings in the modern Kazakh language. We establish that proverbs and sayings, being complex linguistic units, express a holistic conceptual thought. They occupy a special place among the topical problems of Turkic linguistics. It is established that Turkic proverbs and sayings reflect an indicator of aesthetic taste, the desire to know themselves, the environment and form a base of practical knowledge that determines the spiritual values of each member of the ethnic group, differentiating being from the point of view of aesthetic values, which include the best qualities and important life attitudes. in cognition, the culture of the ethnic group.

We consider in a comparative perspective the strategies of the United States, Russia, China, Turkey, Iran, India, Japan, the Republic of Korea and the European Union in Central Asia to promote languages. We present the institutions and measures undertaken to promote world languages in the region. This complex analysis allows us to conclude that the competition between the leading countries for the expansion of linguistic and cultural presence in Central Asia is determined by geopolitical, economic and cultural-historical factors, adjusting to the changing global and regional situation.

We analyze the relationship between the concepts of “tradition” and “continuity” in culture, identify changes in the social functions of spiritual and moral traditions in modern conditions. We note that studies of modern culture are increasingly based on comparing and contrasting it with the culture of past eras, traditional culture, thereby demonstrating a fundamentally new attitude to understanding the essence of traditions. In modern society, cultural tradition determines the choice of a person to a lesser extent and influences the formation of a value system, ideals and norms. The vital activity of modern man is built on the principles of individualism and autonomy of the individual. All this requires a rethinking of the role of traditions in modern society. We substantiate that the most significant collective experience is concentrated in the cultural tradition. It is preserved and reflected in the dominant forms of activity. Therefore, the study of cultural traditions requires an analysis of the value priorities of the development of a particular society. Tradition is considered as a complex mechanism of cultural continuity. It ensures the stability of society and its adaptation to new conditions of existence. We analyze and systematize the functions of spiritual and moral traditions. The function of providing value-normative orientation is singled out as system-forming, since it determines the direction of the formation of human spirituality. We conclude that the functions of traditions are a system that ensures social stability and reproduction of society.

Information about the release of two new books by well-known scientists and leading Russian linguists-experts we offered. This is the first textbook in Russia “Forensic linguistic expertise” by E.I. Galyashina (Moscow, Publishing House “Prospect”, 2021, 424 p.), which reflects the theory and practice of forensic linguistic expertise. The presentation of all sections of the book meets the requirements of the federal state educational standard of higher professional education in the specialty “Forensic examination”. The textbook is addressed to students, post-graduate students and teachers of Russian universities of both legal and philological specialties, to everyone involved in forensic expert activity (judges, prosecutors, lawyers), at the same time the book will be of interest to a wide range of news media workers: journalists, editors, publishers. The second book is the scientific and informational publication “GLEDID in the digital space” (Moscow, CPI “MASK”, 2021, 176 p.) by M.V. Gorbanevsky (founder and permanent head of GLEDID) and G.N. Trofimova (long-term Deputy Chairman of the Board of GLEDID) talks about the important research, expert, publishing, educational and informational activities of the Guild of Linguistic Experts in Documentation and Information Disputes in the era of intensive development of Inter-net technologies. The informative and constantly updated structure of the Guild's public website is covered in detail (www.ruseхpert.ru), which can be useful to any reader.