Vol 5, No 5 (2025)

the article examines the theoretical foundations of linguoculturology and comparative linguoculturology as interdisciplinary fields studying the relationship between language and culture. The importance of correct interpretation of the cultural context in the era of globalization is emphasized, particularly in the framework of Russian-Chinese intercultural interactions. Linguoculturology explores language as a carrier of cultural concepts and a reflection of national mentality. Special attention is paid to the structure of the linguocultural field, the role of cultural codes and concepts in the linguistic picture of the world. In conclusion, the significance of the concept as a key term in the system of national cultures is highlighted, along with its varying interpretations in scientific literature.

this article defines the specifics of the dissemination and topics of fake news in the media space of Dagestan using popular Telegram channels in the region as an example. The relevance of the study is due to the lack of knowledge of the methods of dissemination and topics of false information on this platform. The purpose of this study is to study the specifics of fake news, identify the key factors that contribute to their dissemination. This study seems especially relevant for the development of effective mechanisms to counter manipulation in the media space, reducing the negative impact of fake news on public consciousness.

this study focuses on the analysis of how Russian artistic culture is represented in the English-speaking media, using the example of articles from The New York Times. The aim of this work is to identify the characteristics of the formation of the image of Russian art in the English media. The theoretical basis for this analysis is based on linguistic and philosophical approaches to studying the image as a mental and symbolic concept that shapes the perception of culture. We pay special attention to the works of I.V. Arnold, A.D. Makarov, Y.M. Kizer, E.B. Borisov, M.A. Lazareva, and I.N. Ziganshina, who view the image as a complex cognitive, semantic, and symbolic structure arising from the interpretation of cultural phenomena. Our empirical basis consists of English-language articles from The New York Times that discuss Russian art. The image in the given context is understood as a mental representation of reality, shaped through the meaningful interaction between the author and the surrounding world. The study has shown that the image of Russian culture in American media is a complex construct that combines an appreciation for cultural heritage with a sense of distance.

the article examines the features of conceptual metaphorization of the lexeme “truth” according to the models of reification and animation, presented in Russian speech, as a language representation of the concept of the same name. The methodological basis of the study is the theory of cognitive metaphor by G. Lakoff and M. Johnson. The work uses the methodology of complex, linguo-cultural and cognitive-oriented, conceptual analysis developed by researchers of the Nizhny Novgorod Scientific School. The material of the study is a selection of examples extracted from the main corpus in the Russian National Corpus. The volume of the material was 244 units. It is shown that the lexeme “truth”, in the aspect of the universal tendency of concretized representation of abstraction in natural languages, is consistently realized in speech according to the models of reification, being understood as a concretely perceived entity – a thing, substance, container, etc., and according to the models of animation, being understood as an animated being, a purposefully and actively acting agent. It is concluded that the procedure of conceptual analysis of conceptual-metaphorical models proposed in the work is an effective scientific instrument for identifying and interpreting the specifics of the embodiment of significant cultural concepts in the ethnic language picture of the world. The practical significance of the study lies in the possibility of applying its main results in university teaching of Russian as a foreign language, as well as in the practice of compiling dictionaries of concepts of Russian national culture, including for educational purposes.

the article is devoted to the analysis of the features of Internet television channels in the modern world using the example of the Republic of Dagestan. It examines various interpretations of this concept, how Internet television channels adapt to the constantly changing information society. This work explores the transformation of traditional broadcast models and analyzes how Internet television channels are changing the way we consume media. In recent years, Internet TV channels have become an important part of the media landscape, offering new approaches to creating video content. Key aspects are examined, including the impact of video streaming technologies and algorithms on content creation and distribution, focusing on differences in approaches to production and monetization of content compared to traditional television.

this paper presents an overview and analysis of the semiotic publications of the University of Tartu issued between 1964 and 1992, with a focus on the contribution of the Tartu School to semiotic theory and its academic development. The article first reviews the historical background and development of the University of Tartu’s series of semiotic publications, with particular attention to the content and structure of Sign Systems Studies and Other Semiotic Publications. By analyzing the main research themes of these works, the paper reveals key concepts of the "secondary modeling system" theory and explores how the Tartu School combined linguistic and literary analysis, developing an interdisciplinary approach to cultural semiotics. Relying on the theoretical framework of Yuri Mikhailovich Lotman Lotman, the article also considers the relationship between the Tartu School and Western structuralism and post-structuralism, as well as its influence on contemporary semiotics, cultural studies, and cognitive sciences. The process of analyzing these publications makes it possible to uncover the theoretical evolution and academic significance of the Tartu School in the field of semiotic research.

in the context of ethical philosophy and linguacultural studies, the categories of good and evil represent fundamental binary oppositions that permeate the entire history of human society. In the linguistic picture of the world, these concepts are interpreted as a dichotomy of positive and negative principles, which indicates their universality and deep rootedness in the collective consciousness. Despite the transformation of social, cultural and religious paradigms, the significance of these categories has not only not diminished, but has also acquired particular relevance in the context of the formation and maintenance of the moral identity of the individual and society as a whole. Good and evil act as fundamental principles that structure the system of moral norms and rules that determine behavioral patterns and social interactions. These categories not only characterize the moral qualities of the individual, such as empathy, responsibility, honesty and fairness, but also regulate interpersonal relationships that arise in the process of joint activities. The article uses the associative experiment to substantiate the validity of the structural-functional model of psycholinguistic mechanisms of association formation, as well as the corresponding types of associative fields. The conducted associative experiment confirmed that the ethical categories of good and evil are an integral part of the linguistic picture of the world. This conclusion is based on the fundamental principles of cognitive linguistics, which postulate an inseparable connection between language and cognitive processes, including the formation of ethical ideas. The results of the study demonstrate that these categories are not only present in the consciousness of native speakers, but also play a key role in structuring their worldview.

this article addresses issues related to developing critical thinking among students majoring in technical fields within the framework of language training in modern higher education systems. The authors emphasize the importance of utilizing contemporary multimedia and visual resources for fostering analytical and critical skills in future professionals to help them successfully adapt to challenges posed by the digital era. As a result of this study, specific types of activities aimed at enhancing students' critical thinking have been identified and described, along with an analysis of practical methods for their implementation in the educational environment of a modern university. Overall, the article highlights the significance of integrating interdisciplinary approaches and active learning techniques to prepare competent specialists capable of critical thinking in the context of globalization and digitization of modern society.

the article analyzes the paremiological units objectifying the concept of g1aklu "mind" in the Avar linguistic worldview. It identifies and describes the nuclear and peripheral components of the g1aklu "mind" concept. Interesting cases of metaphorization of the lexical components of the concept "mind" in the Avar language are noted. With the help of various conceptual metaphors, the integral structure of the concept of g1aklu "mind" is shown. National and cultural components are identified for a number of proverbs and sayings of the Avar language, denoting a person's intellectual abilities. It is indicated that the paremiological units of the Avar language representing mental abilities are characterized by imagery and emotionality. In such paremiological units, g1aklu "mind" is often represented through the lexeme bet1er "head".

this article is devoted to the geography of news from the national media of Bosnia and Herzegovina in 2019-2023. Using a mediageographic approach to media research, the author analyzes a world map based on the monitoring of three major national periodicals. Special emphasis is placed on the representation of the Balkan region in the selected materials, the number of their mentions and information occasions, which are most common in all the media studied. As a result of the conducted research, it was concluded that Bosnian journalists, when selecting news material, focus primarily on the countries of Western Europe and the United States, however, the Balkan region is also widely represented in the national media of Bosnia and Herzegovina. Based on the peculiarities of news coverage about Serbia and Croatia in the publications of Bosnia and the Republika Srpska, the author notes the existence of an obvious split between the two parts of the confederation, which is expressed primarily in relation to major political events in the region.

in the modern world, media play a key role in shaping public opinion, disseminating information, and maintaining cultural identity. In the context of globalization and the rapid development of technology, the study of linguistic features of news resources representing small language groups becomes particularly relevant. One such resource is the Tatar-language website "Tatar-inform," which not only informs about events in Tatarstan and beyond but also contributes to the preservation and development of the Tatar language and culture. This article is dedicated to the analysis of the linguistic features of news content on the "Tatar-inform" website. The study will examine aspects such as lexical composition, syntactic constructions, stylistic devices, and language use in the context of cultural and social realities of Tatar society. Special attention will be given to how the language of news reflects national identity and contributes to the formation of public opinion among the Tatar-speaking population. The relevance of this topic is determined by the necessity to study linguistic features in the context of media, as well as the importance of preserving and developing the Tatar language as an element of cultural heritage. Researching the news website "Tatar-inform" will help identify the characteristic features of the language used in media and understand how it influences information perception and the formation of public opinion. The object of this research is the texts posted on the Tatar-inform website, which is one of the leading Tatar-language information resources. The site covers a wide range of topics, including politics, economics, culture, and sports, allowing you to analyze a variety of vocabulary and styles. The following methods were used to analyze linguistic features: Content analysis: This method allowed us to identify the main topics and categories presented in the texts, as well as the frequency of use of certain lexical units. Lexical analysis: The frequency of use of words and phrases, as well as their semantic load, was analyzed using text processing software. Syntactic analysis: The study of sentence structure and the use of various grammatical constructions. This included an analysis of sentence types (simple, compound, and compound) and their syntactic complexity. Style analysis: Assessment of the style of writing articles, including the use of rhetorical techniques, genre features and tonality. The structure of the article will present a theoretical justification for the choice of analysis methods, as well as empirical data obtained from studying the linguistic features of news publications. The results of the research may be useful for linguists, media communication specialists, and anyone interested in issues related to language policy and the preservation of the cultural heritage of the Tatar people.

the article analyzes the problem of the relationship between lexical meanings and polysemy in English. In the course of the research, the features of approaches to determining the meaning and polysemy of lexemes are considered, the specifics of classification methods and the main models of lexical meanings are shown, and the conclusion is made about the relationship between the meanings of lexemes and their polysemy. The author believes that a conceptual approach to lexical meaning, when were analyzed the formation of concepts, changes in meaning and motivation, is most important in the research of the problem of polysemy. The dominant meaning is the genetic characteristic of the meaning and the etymology of the lexeme, since its original meaning is the basis for the formation of other meanings. Among the models of lexemes meaning, the most effective are context analysis, the concepts of morphosemantic and onomasiological fields, which show that polysemous words have the same form and different meanings which related. Thus, the relationship between lexical meaning and polysemy is determined. In English, its level is more developed than in Russian. Analyzing the situation and context can give words and phrases an accurate meaning. The research may be useful for anyone interested in the issues of lexical semantics and lexicology of modern English.

due to the rapid annual development of the sphere of sales of goods and services, the tools for attracting consumers continue to improve and are of particular interest to scientists. In the research of Ivanova A.P., Yagodkina M.V., Galay K.N. and other authors, the idea of the productivity of introducing cultural heritage into advertising texts is clearly expressed. This method is especially relevant in the context of the imperfect type of competition of banking organizations. Thus, the purpose of the study is to study and evaluate the impact of literary integrations on the effectiveness of VTB Bank's advertising campaigns. The objectives of the work include a scientific justification of the importance of this approach for a commercial organization, a description of its advantages, disadvantages and risks, as well as linguistic features. The article presents an analysis of the use of literary integrations in advertising using the example of VTB Bank's marketing strategy and its impact on the success of the entire campaign. The mechanism of the complex influence of literary linguistic and non-linguistic means on the process of forming the loyalty of the target audience is described. Special attention is paid to how references to classical literature contribute to strengthening VTB's image as an intellectual brand that introduces the public to art. The problematic nature of the work lies in the fact that this method is one of the manipulative tactics to attract customers. This provokes irrational consumption of the company's products by the mass audience, which negatively affects client's living conditions. The article opens up a space for further study of trends and dynamics of changes in the field of marketing and consumer psychology.