The Discovery of the Ethnocultural Specifics of Society (based on the material of the associative fields of Russians, Germans, Austrians)

The analysis of associative fields of lexemes nominating values has become an effective way of studying identity in psycholinguistics. Basic values are a hierarchical, fundamentally dynamic, but synchronically stable system, and this makes it possible to consider them as part of an ethnic identity. With the help of associative fields analysis, the actual content of values is established, the dynamics of value orientations is predicted. The author compares the associative fields of social justice and security of Russians, Germans, and Austrians, emphasizing significant differences in their worldviews.