Pedagogical linguistics is considered as a direction of modern Russian studies, in which a special aspect of systematic language learning is implemented, taking into account the specifics of the teaching function. The allocation of this aspect is due to the different tasks of the educational and scientific description of the language. The subject of pedagogical linguistics is the interaction of a teacher and a student in the process of mastering the theoretical and practical foundations of language as an object of reality. The theoretical justification of the opposition of language and speech is presented, the main differences between them are considered. The school material of Russian phonetics is analyzed from the point of view of the implementation of this opposition. His analysis shows the insufficiency and inconsistency of taking into account the relationship of language and speech as interrelated, but not identical phenomena in the school study of phonetics. The conceptual and practical necessity of including the concept of phoneme as a linguistic unit in its relation to the background (sound) in the school textbook is substantiated as a speech unit. The language and speech aspects, being not identical, assume each other, revealing unity: the speech aspect allows you to see the language in its functional form, which is represented in communication (human speech activity). It is proved that a consistent and systematic theoretical presentation of the material on the relationship of language and speech in relation to phoneme and sound allows us to comprehend more fully and consistently the practice of transcribing and phonetic parsing of a word.

The work is devoted to the analysis of the image of Homo agens (acting human), reflected in the names of settlements (oikonyms) of Volgograd Region. The study is conducted on the material of the oikonymic dictionary of the Volgograd Region, which is currently being prepared for publication by the authors of this work. The use of the lexicographic method in combination with etymological analysis makes it possible to systematize the materials of the oikonymic dictionary in accordance with the purpose of the study – to identify the main toponymic models that reflect the various aspects of human activity within the territory occupied by the modern Volgograd Region. The analysis allows us to distinguish two groups of names that give an idea of a person-actor in the territory under consideration: 1) personological oikonyms that characterize a person as a subject of a certain type of activity, axiologically significant for a particular region (represent a person in terms of his profession/type of activity, relations to military service, to religion, as well as his social status); 2) functional-attributive oikonyms that give a utilitarian description of an object – a specific settlement – from the point of view of human activity (indicate the adaptability of a topoobject to the life of a farmer, cattle breeder, fisherman, etc.). Prospects are outlined for the study of the images of Homo vigilantes/vigilabus – a human observer, Homo ludens – a human playing and others that can complement the presented characterization of a subject who develops the space of a particular region and arranges his life on it.

The subject of the study is standard expert tasks subject to solving in linguistic and complex psychological and linguistic forensic enquiries with regard to cases on the charge of speech act of crimes or speech delicts related to the concept of use of Armed Forces of the Russian Federation. The relevance of the analysis resulted from the status of the corresponding criminal and administrative statutory regulations being innovations and from the fact that currently the practices of both commissioning of expert evidence and performance of expert examinations with regard to such cases are in course of development. In the course of the study, the expert tasks related to the sphere of the linguistic and psychological special conusance, stemming from the essential properties and characteristics of law cases pertaining to the denoted category, corresponding to the general task of forensic enquiries stated by article 2 of the “Act on state forensic activities in the Russian Federation” and reflecting developing administration of law were elicited, series of thoughts about possible procedures of solution of the expert tasks were expressed and proved. Based on the results of the study described in the article, the list of the standard expert tasks for the law cases pertaining to the denoted category is suggested.

We analyze the semantic structure of the polysemant red. The purpose of study is synergistic understanding of semantic stability and mobility of a polysemantic word. The main methods of the linguistic research are comparative, additive, comparative-historical, historical-comparative and method of component analysis. The problem of the stability and mobility of the word meaning is associated, on the one hand, with a significant accumulation of actual material, which requires explanation, on the other hand, with insufficient explanatory power of traditional approaches to study of semantic asymmetry and objective difficulties in reconstructing the preliterate state of a word semantics. The novelty of the study is determined by a synergistic approach to the study of the stability and mobility of the word meaning, which involves considering semantic asymmetry in a synergistic system. It is revealed that the unity of stability and mobility of polysemant semantic structure as a hierarchically organized system of sememes provides its dynamic equilibrium. In the process of lexeme evolution, dynamic equilibrium is disrupted due to hypertrophied growth of the meant with one meaning, that leads to the instability of the system and cardinal changes in it. It is justified that the semantic stability of a polysemant red is manifested in its preservation of the sememe “red” and is ensured by homeostaticity and hierachicity, and the semantical mobility is manifested, in particular, in the actualization of one sememe or some sememes, and in the redemption of others, and is determined by the incompletness, instability and nonlinear style of a polysemantic word as a synergistic system. We conclude that it is possible to use the results of the study for a dynamic (synchronous-diachronic) description of polysemantic words.

On the basis of various discourses (lexicographic, dialectal language, associative, artistic, advertising), we represent a research fragment dedicated to the description of colour perception and obvious chicory, the purpose of which is to create the fullest possible version of the color concept sphere of the floristic space of the language. The main results of the research are: 1) the quantitative and qualitative composition of colour terms that are significant in the presence of descriptions of chicory; 2) a dominant colour registry representing the colour standard for plant detection; 3) a list of different colour definitions associated with the area of the individual author's picture of the world; 4) functional of colouristic descriptions of chicory, represented by a spectrum of functions: from ontological to chronotopic and prototypical; 5) description of the current proposal for the production of acceptable variations in the combination of the meanings of colour terms based on the colouristic description of chicory. The theoretical basis was research in the field of cognitive linguistics, linguistics of colour; methodological – a set of methods and techniques, including the descriptive-analytical method, contextual, method of directed associative experiment, quantitative; continuous sampling technique. Obtaining results, visualization of the processes of conceptualization and categorization of reality in language, use as a research activity in research of various aspects of the language worldview, colour worldview, and in the educational and methodical work of the language in the preparation of cognitive linguistics, linguistics colour, copywriting, as well as in lexicographic practice and the practice of teaching a foreign language.

We describe the forms of intertextuality that are active in the discourse of social advertising. The purpose of work is to establish the types of use of borrowed texts, as well as the ratio of verbal and visual borrowings. The material is 4000 posters of environmental themes, collected from various media banks on the Internet using a continuous sampling method. We conclude that the most frequent form of borrowing is reminiscence (61.5 % of the total number of intertextual inclusions). Here the visual and verbal components are in relative balance: the idea is expressed in words, and the image acts as an illustration and/or eye-stopper. In second place in terms of the number of examples is a citation (28.4 %). Rational (borrowings from legislative acts, scientific works, statements of recognized experts and other official sources) and emotional (statements of famous writers, cultural figures, artists, athletes, etc., containing metaphorical and evaluative elements) are distinguished here. When using this form, verbal quoting predominates. The third position is occupied by allusions (10.1 % of the total number of borrowings). Here, the main burden most often falls on the image, which should evoke associations with the prototext.

We pay particular attention to the consideration of semantic components of the dozhin ritual (“beard curling” ritual) as an ethnolinguistic text, which are the ontological foundations of the agrarian complex of traditional culture system of the Eastern Slavs. We give a description of the “beard curling” ritual in the form of representation of actional blocks using the basic categories of semiotic analysis, an interpretation of the meaning of symbolic semiotic structures in the form of a layout of symbolic components. The field materials presented by us are both an indicator of the All-Russian context and the specific area itself – the Central Black Earth Region, in particular, Tambov region, and demonstrate the echoes and originality of functioning of constituent components of the dozhinochny ritual. The texts of this rite, incantatory elements, actional components turn out to be quite many-sided and diverse. The explanation of ritual’s ethnolinguistic components in the folk environment shows how the people interpret the contexts of its origin and development. The actual symbolic representation is shown in the sacred context of all symbolic semes, which emphasizes their ontological nature. The sacredness of the ritual is represented in the symbolism of significant semes: the “beard” in this case is an ethnolinguistic metaphor for the Christian appeal to God, a prayer for the future harvest.

We are making an attempt to establish the producing base of Tambov ergonyms, including the phrase “Tambov wolf”. We establish that the ergonym nomination is based on the katoikonym “Tambov wolves”. The coexistence of these onomastic facts in a single toponymic space indicates the presence of regional features as unifying territorial features, including with the help of linguistic means (for example, an unofficial onomastic nomination in the self-determination of residents of the village of Otyasy, Sosnovsky District, Tambov Region: “We are Tambov Salamatniks”). We prove that such stable phrases as “Tambov wolf” and “Tambov Salamatniks” are by their origin connected with folk colloquial speech, reflecting such a concept as “dialectal onomastics”.

We analyze the particular functions of such metaphors as synesthesia and personification in a literary text. The purpose of study is to identify the stylistic potential of synesthesia and personification in a literary text. The relevance of topic is due to the need to investigate the stylistic functions of the above metaphors in the prose of Austrian authors, little-known and therefore insufficiently researched in domestic stylistics. The material of research is the prose of Austrian authors. In particular, the intentional selection of works created at different times allowed to better focus on metaphors featured by structures and functions. We explore the stylistic potential of metaphors, which is understood as the ability of these linguistic means to implement certain stylistic functions. We conclude as follows: 1) the language of Austrian writers of the 19th and the first half of the 20th centuries is characterized by metaphors that make up the aesthetic value of their works; 2) an important role in achieving the figurativeness of a literary text is played by the expressive means of the language, in particular, synesthesia and personification; 3) these varieties of metaphor have sufficient stylistic potential to implement the main functions in the artistic style, namely, characterological, descriptive, emotive and evaluative; 4) the metaphor is characterized by multifunctionality, which makes it possible to combine the description with the tasks of characterization, expression and evaluation. The data obtained constitute the theoretical significance of study and as well can be used in teaching philology students.

The phenomenon of word composition in the German language is actualized: generally accepted classifications are given and problematic aspects are clarified. The purpose of the study is to consider the use of compound words in a chosen literary text and to define the artistic potential of this word formation. For this purpose, compound words in the text of the Swiss Germanspeaking writer Urs Widmer are analyzed and systematized in accordance with existing classifications. The methods used are analysis of theoretical approaches, linguistic analysis, methods of corpus linguistics and literary text interpretation. We found that besides complex definitive nouns prevailing in the text there are three-component compound words, compound adjectives and adverbs. A number of compound words used are not recorded in dictionaries, but they can be identified through their components and lexicalized in the language, which is proved by examples from electronic text corpora. As a result of the study, it is revealed that U. Widmer uses lexicalized compound words and creates occasionalisms, including for modeling the expressive mode of narration. The language game with compound words in puns forms the carnival discourse of the “inverted” language; moreover, the use of complex words also enables the author to create an ironic discourse. A compound word as an expressive language unit within the framework of the author’s individual style can be a promising topic for further research at the intersection of linguistics and literary criticism.

The purpose of the study is to analyze clusters of statements embedded in the evaluative strategy of polarity compensation in German and Russian academic reviews in Linguistics. Moreover, the article is aimed at identifying linguistic and cultural differences determining the usage of this evaluative strategy. The most typical feature established for the strategy under consideration roots in the balancing positive and negative assessments. For the first time, the analysis takes into account the variability of the polarity compensation strategy depending on specific patterns of the interaction between positively and negatively polarized assessments in clusters. The study carried out shows that the polarity compensation in evaluative acts accomplished in academic linguistic reviews can function as a macro-strategy of expert evaluation. Single assessments embedded in polarity compensation strategy can be implied as a recommendation, (dis)agreement with the author, proof by contradiction. The article describes the results of a comprehensive socio-communicative and discursive study of expert evaluation acts. Qualitative and quantitative analysis leads to description of the polarity compensation mechanism as well as to elicitation of lexical and grammatical means typical of this strategy. Interpretation of the statistical data processing allows us to draw conclusions about culturally specific trends in the use of the polar compensation strategy by German and Russian reviewers.

The object of study was precedent phenomena, or rather precedent names, and their functioning in modern Russian and French media discourse was considered as the subject of the study. Precedent names that perform appellative, cognitive, communicative, expressive, text-forming functions are strong elements of the text and are able to influence the mass consciousness. The frequency of their use in the materials of mass media discourse is steadily growing, which explains the relevance of the study. In the course of the study, the goal of analyzing precedent names was fulfilled, the comprehension of which requires referring to the cognitive context REAL ECONOMY, which is a component of a private matrix that includes the concept PERSONALITY as a core. Using the method of cognitive-matrix analysis to describe the components of the matrix as a system of cognitive contexts or conceptual areas, it was revealed that when comprehending a precedent name in relation to the context REAL ECONOMY, the cognitive contexts APPEARANCE, PSYCHE AND STATUS of the concept PERSONALITY are actualized. It is proved that the STATUS cognitive context when referring to the REAL ECONOMY conceptual area is most often interpreted. The study made it possible to draw a conclusion about the importance of the text-forming function of precedent names, which have become an effective tool for speech influence, and the importance of studying the cognitive mechanisms of their functioning.

The object of research is Vladlen Bakhnov's parody song «Ah, chto za slavnaya ziemlya» (“Ah, what a glorious land...”), written as a response to Arkady Perventsev's pamphlet «Kuriny bog» (“Chicken God”). The purpose of the study is to identify the author's strategy of the parody text formation as a comic image of an object. The first printed publications of the texts under consideration are taken as the research material. The complex methodology of the work is based on a comparative method involving structural and historical-cultural methods. When discussing the issue, each of the studied works is considered separately. The analysis of the pamphlet by A. Perventsev makes it possible to identify the cultural prerequisites of the writer's speech and to characterize the genre-poetic specifics of the pamphlet. V. Bakhnov's parody as a “comic image of a work” is characterized taking into account the fact that the parody genre supposes the selection of poetic material: some constructive elements of the text-object are reproduced, others are ignored; others make up the “own” poetic series of the parodying work. It is established that the quotation plan of V. Bakhnov's song consists of theses, judgments and journalistic cliches of A. Perventsev, the symbolism of the pamphlet becomes the “missed” material. The “added” material is organized in a way atypical for the genre of parody – it reflects the poetic form of the thieves' song «Eh, kak vspomnish starinu» (“Eh, if you will remember the old days...”). In this regard, the genre of V. Bakhnov's work is defined as a parody rehash. The results of the research can be used in the preparation of courses on the history of Russian literature of the second half of the 20th century, special courses and seminars in higher educational institutions.

The issue of literary relationship between China and Russia in the first half of the twentieth century remains relevant to contemporary Russian and Chinese literary studies. The purpose of this work is to examine the history of the Russian translation of Chinese new literature in the 1920s-1930s and explore how Soviet critics evaluated them. The paper provides a cultural-historical analysis and indicates that, in the USSR, the introduction to Chinese new literature was inextricably linked to the activities of Academician V.M. Alekseev in the 1920s, when systematic publication of the works of Soviet Orientalists was launched, and in the late 1930s, due to the persecution against the translation group, the intensity of the translation and publication of modern literary works began to wane. In the 1920s–1930s, the first translations, reviews, and literary-critical reviews appeared, most of which belonged to those who had direct contact with Chinese intelligentsia. Chinese cultural figures such as translators of Russian literature including Cao Jinghua and Xiao Can also played an important role in promoting modern Chinese literature in the USSR. Chinese new narrative prose was praised by Soviet critics for revealing a real picture of the changes in China. Much attention was paid to the thematic-ideological and ethical aspects of the works of Lu Xin and Mao Dun, who were deemed as “leaders” of modern Chinese literature in the USSR.

In a comparative typological analysis of the works of two classics of rural prose F. Abramov and V. Rasputin, the commonality of the motive of native home returning, associated with the motives for returning home and its restoration, is revealed, which is especially relevant in the context of Russian history and culture of the 20th-21st centuries. We substantiate that the native home image as a parental one, expanded to a metaphor of the native land, native country, the main spiritual value in the prose of both writers, gives the main characters of the works the fullness and meaningfulness of life, return to themselves, authenticity. We conclude that the native home image in the prose of two writers is associated with the image of destroyed, abandoned house or its loss, and with the motive of its acquisition, restoration. The work analyzes the novel by F. Abramov “The House” from the tetralogy “Brothers and Sisters” and the story “Bear Hunt”, as well as the stories by V. Rasputin “Birthday”, “The Hut”, the essay “Down and Upstream”, the story “The Fire”. The artistic image of native home and associated motives of returning home and home returning in the prose of two writers testify to the stability of this figurative-motive complex, the desire to strengthen it in Russian literature in its entirety and ambiguity as a moral support. The analysis is based on the axiological approach of V.E. Khalizeva, V.N. Zakharov’s concepts of ethnopoetics, on T.I. Radomskaya’s works. The study results can be used in school and university teaching of Russian literature history, culturology.

We analyze the principles of working with memory and elements of the past in the stories of M. Shishkin from the collection "Coat with a strap", which using intertextual, contextual, structuralist methods, the method of holistic analysis of a literary text, are considered. The notions of narrative, montage, memory, punctum, stadium are used for the analysis, the specificity of photography as a cultural fact is considered. It is proved that within the framework of small prose, the prose writer arranges a narrative, which in one way or another integrates the elements of the past and the motives of memory. Appealing to the things as facts of everyday life, the narrator constructs a specific scheme “thing – image – space” within the text. This creates a specific catalogue of things, archiving experiences and memories. This catalogue helps to go from loss of some facts of the past (photographs) through the act of memory to fixation of this past in the text, thus contributing to “resurrection” and salvation of the past through the Word. In addition, the role of the corpus of photographs in the collection is examined. It is revealed that the photographs not only serve as a reference point for the act of remembering and restoring the past, confirming what is described, but also include the reader in the fact of text unfolding. The materials of the study and its conclusions can be used not only for the analysis of other works by M. Shishkin, but also in the analysis of modern domestic and world literature in the context of memory studies.

The relevance of research is related to the study of Russian travel journalism in the context of the COVID-19 pandemic. The purpose of work is to find out how the travel content of the “Vokrug Sveta” magazine and its official website has changed, as well as to identify key authorial tasks in the travel texts of the magazine for 2020. Based on the results of a content analysis of 41 materials of major genre forms (travel essays, digest, narrative history) in the “Travel” section both in the printed version and on the website, we justify that the magazine began to pay more attention to Russia – in quantitative terms, there are 2 times more materials on domestic tourism compared to the second half of 2019 than about the world. We demonstrate that in terms of content, this content has evolved from introductory materials in the format of thematic collections to full-fledged travel guides about Russian cities and areas. We conclude that the “Vokrug Sveta” editors at the beginning of the COVID-19 pandemic helped tourists in a changed world find new ways to travel and be optimistic about everything that happened at that time. In addition, we find that the publication sought to find ways to provide the audience with a quick and convenient format for obtaining information about tourist places, gave practical recommendations to travelers.

The protection of personal data in the media at the modern stage of technological development is a challenging task with many aspects that must be observed according to the legislation of the Russian Federation. The most pressing problems related to the collection, storage, use and protection of personal data in the media are considered. We make the systematization of the main stages in the history of the development of legislation in the field of personal data protection in Russia and abroad, an analysis was made of modern methods of processing, storing and transferring personal data in various countries of the world. The legislative acts of the Russian Federation, which apply to certain algorithms for the work of mass media with personal data, are considered separately. We analyze in detail the domestic judicial practice on cases of incorrect processing of personal data in the media. Based on the results of the generalization of analytical and statistical materials, methods for protecting data during their collection, processing and storage at various stages of media production are proposed. The recommendations received can be used in the practice of media editorial work and in the blogosphere.

We consider current trends in event marketing in relation to various areas. Event marketing is focused on building a strong emotional connection between brand and audience. As the practice of domestic and foreign universities shows, event marketing is in demand in promoting the brands of an educational institution. We present the most striking cases of special events of domestic and foreign universities. Despite the downturn in the special events market caused by the pandemic, special events are becoming more diverse in form (a hybrid special event format has been developed) and more original in content. In the university environment, there has been a trend towards a transition from narrowly corporate events to events focused on the widest possible audience, from traditional events (“First-Year Student Day”, “Student Spring Festival”) to branded events that characterize the university as a subject of the public life of the region. As examples of special events aimed at various audiences, the events of the Derzhavin Tambov State University (“Career Forum”, “First-Year Student Week”, “Derzhavin Mile”, “Derzhavin Regatta”, “Derzhavin Ski Track”).

Subtext plays a significant role in the development of culture in general and mass communication in particular. In connection with the trend of information visualization, it has recently become relevant to identify the means of creating implicit meanings in audiovisual media. Along with this, we note the active development of subtext in the satirical sector of broadcasting. The purpose of our study is to identify verbal and non-verbal ways of expressing subtext in the entertainment sector of Russian television. On the material of the television episodes analysis “Evening Urgant”, based on the textological method and the method of content analysis, the techniques are specified that allow the presenter to broadcast to the audience implicit meanings that not only create a comic effect, but also broadcast relevant, socially significant content. The study found that among the most frequent verbal ways of expressing subtext in the analyzed TV show, polysemy of words, indirect naming, ironic word usage, appeal to precedent texts are used. Among the nonverbal ways of expressing implicit meanings, facial expressions and gestures are most often used, as well as a discrepancy between the verbal and visual range. On the whole, we prove that verbal and non-verbal means of subtext formation, as a rule, complement each other.

The Great Silk Road played an important role in the history of the peoples, along which the caravan roads went from west to east and from east to west, through which mutual contacts of the peoples living on its territories were carried out. Such international contacts were carried out not only in economic, trade, political, but also in spiritual and cultural terms. This can be confirmed by the fact that some monuments of oral folk art were widespread among many peoples living along the Great Silk Road. The epic monuments “Ker-ogly”, “The Book of my grandfather Korkut”, “Manas” can serve as an example of such interpenetration of cultural artifacts. The purpose of the research is to consider the actual problem of interrelationships of folklore traditions of the peoples of Central Asia and the Caucasus, the history of study and publication on the example of such epics as the Kyrgyz heroic epic “Manas” and the epic monuments “Ker-ogly”, “The Book of my grandfather Korkut”.

The main purpose of study is the issue of studying the work of painting with the help of architectonics. The definition of this term is given in a broad sense, which allows us to apply it not only to the study of architectural objects, but also gives us the opportunity to apply it to the fine arts, and also allows us to consider a painting at a higher quality level, taking into account many factors that contribute to its holistic perception, which is relevant today. We use semiotic method, which allows us to address such a fact as the perception of a work of art and the creation of one’s own artistic image. Analysis of some works by M.A. Vrubel allows us to draw a conclusion about his originality of thinking and the creative method used by the artist, with the help of which he tried to convey his vision to a wide audience. All these points that are touched upon: colour, composition, space, all this is a reflection of the artist’s inner intense work, his attempt to rethink reality, himself, in order to be able to explain this to “readers”. Such an approach allows not only to study the artist’s work, but also to consider the features of his perception of space, which in turn can be used in teaching humanitarian subjects, and will also attract a wider range of scientists dealing with the same kind of problem, and will continue the discussion. in this direction.

We consider the phenomenon of conducting communication process through the inscriptions on clothing. The specific feature of this phenomenon is the growing popularity of the English language in Russia, the globalization of its use for various purposes, including the way of writing texts on clothing in English for the Russian consumer. For the first time this phenomenon is studied in the perspective of the interaction of language and culture in the conditions of postmodernism as one of the new ways of communication on a global scale, a way of spreading and popularizing the English language in Russia by the method of visual language – transmitting messages, meanings, different types of verbal and non-verbal when using digital printing technologies on fabric. We make an attempt to understand this method of text transmission through the coordinated management of meaning theory by Barnett Pearce and Vernon Cronen, the theory of communication by N. Luhmann, the five-stage model of communication by H. Lasswell. Common features of the communication development both via the Internet and using this method of text transmission are revealed.

The work is a review analysis of the final work of the famous Zamyatinologist. The purpose of the study is to present the role of this monograph in modern literary criticism. In accordance with the goal, the significance of the historiosophical approach for the study of works of Russian literature, in particular the work of Yevgeny Zamyatin, is revealed, the expediency and universality of just such an approach is substantiated. The result of the above study can be a conclusion about the significance in the history of Russian literature not only of the named monograph, but also of the personality of the researcher himself.