Vol 4, No 6 (2025)

this article analyzes the linguistic and functional substyles that shape the structural and linguistic features of the university's statutory documents, which constitute the subject of this research. The author describes the linguistic features of the analyzed document from the perspective of a systems approach to analyzing administrative and departmental communications implemented by the university's existing administrative units and structural divisions. The Charter of FSBEI PSU as a tool for interaction between participants in communication processes has not been sufficiently studied at the research level, which determines the relevance and scientific novelty of this work. In conducting this research, the author aimed to emphasize the importance of applying the principles of developing the stylistic unity of this regulatory act in university practice, taking into account changes in the requirements for the texts of local regulatory acts in the modern university environment. These aspects largely determine the format of the organization's activity-oriented orientation at all stages of its development, as well as the priority vectors of interaction between the administrative corps, participants in scientific and educational processes, and the university's structural divisions. The subject of this study is a local regulatory act (the Charter of FGBOU PSU). The study identifies the document's linguistic and stylistic features. The author emphasizes the importance of considering the principles of constructing the stylistic unity of this regulatory act in the modern intra-university environment from the perspective of developing written communication processes. These and other aspects determine the format of the university's socially oriented structure and the priority vectors of interaction between the administrative body and the university's structural divisions. Analysis of the linguistic structure of the Charter of FGBOU PSU allows for expanding the range of uses of local regulatory acts, taking into account the goals and conditions of daily professional interaction. The author proposes a research version from the point of view of such analytical methods as compositional analysis, implemented by researchers in the field of language in the course of determining the specificity of linguistic means (structure and type of speech, stylistics, vocabulary, form and content of text fragments, etc.), linguistic analysis, implemented by researchers in the field of language in the course of classifying the lexical composition of text fragments, the semantic load of sentences, the coloring and relevance of a special terminological layer, discourse analysis, implemented by researchers in the field of language in the course of updating the state of the text of the document as a whole.

this article analyzes the lexical-semantic field of color in V. Vysotsky's poetry. This is a relevant area for both cultural linguistics and literary studies, as well as linguistic textual analysis, as it is based on expanding understanding of the author's idiostyle and describing the linguacultural code. Identifying the characteristics of the author's color worldview is based on systematizing adjectives with direct and primary color meanings, as well as prototypical color referents, taking into account their frequency of use. This study revealed patterns in the use of qualitative and relative adjectives in color meaning, as well as the formation and functioning of short forms of color names, as well as compound adjectives. An important part of the study is the analysis of verb forms (prefixed and non-prefixed verbs, participles, and adverbial participles) that carry color meaning, the active use of which attests to the dynamism of the poet's works. Vysotsky's selective use of color adverbs, applied exclusively to the colors black and white, is also noted. The results demonstrate the uniqueness of the author's approach to expressing color, pointing to the profound connection of linguistic means with the poet's overall conception of the world.

this article deals with a rather topical problem connected with peculiarities of farewell in Dargin and Russian linguacultures, showing their common and different features in linguacultural and semantic levels. A study of speech formulas of communication in Dargin and Russian linguacultures discover that in the compared languages, the speech formula of farewell is also related to other speech acts such as wishes, requests, thanks, permissions, apologies. It is important to note that the Dargin linguistic culture is significantly influenced by the Islamic religion, which means that it is preferable for Dargins to mention in their speech the Almighty and to express gratitude for all the blessings. The formulas of farewell in Russian communication are more variable and expressive, and the choice of farewell speech formulas in both communicative cultures depends on the age and status of speakers, as well as on the time, location and situation in which the speakers are located. In both linguistic cultures, the use of verbal and non-verbal farewell speech formulas is associated with the differences in their perception of these cultural concepts among the speakers of the compared languages.

the article examines the chronotope of the city in the novels of the Egyptian writer Naguib Mahfouz, “Boarding House ‘Miramar’” (1967) and “Love in the Rain” (1973). Belonging to the same period in the author’s oeuvre, they reflect different stages in the history of Egypt in the 1960s – 70s, with the watershed marked by the war with Israel in June 1967. Its outcomes compelled a reappraisal of social transformations and of the contradictions of the country’s sociopolitical life. The emerging changes are reflected in the historical-existential chronotope of Mahfouz’s novels. Alexandria and Cairo as depicted by Mahfouz are not only geographical and social spaces but also reflections of Egypt’s cultural-historical processes: post?revolutionary renewal, disappointment, moral decay, and the search for identity. Through the dynamics of the urban environment, the writer lays bare the contradictions of the era, while the spaces themselves – the boarding house, caf?s, streets, and apartments – become key loci bearing semantic and plot?driving functions. The events unfold in cities that embody different temporal rhythms. The spatial–temporal characteristics of Alexandria and Cairo are analyzed as artistic loci of the metropolitan city and the province. In the quiet, cozy, provincial Alexandria, people “hide” from revolutionary events. Cairo symbolizes bustle, crowds, alienation, and at the same time the “fresh winds of a new life,” revolution, social upheavals, reforms, decrees, and so on. Urban space becomes a semantic structure that reflects the state of society and the inner world of the characters.

the article is a comprehensive study of the role and methodology of dialogic learning in the modern educational paradigm. The author substantiates the relevance of the dialogue based on its deep historical and philosophical roots in the works of Russian scientists. It is emphasized that dialogue is not just a pedagogical device, but an almost universal phenomenon that permeates human cognition and communication. In the modern context, it is considered as a central element of generative (generative) learning, where the focus is not on the assimilation of ready-made knowledge, but on the birth of new meaning and understanding in the communication process. The central place in the article is occupied by a detailed description of the three-stage structure of the lesson-dialogue according to the Lovinsky model: the stage of pre-understanding (identification of “points of surprise” and initial hypotheses), text analysis (research and hypothesis testing) and interpretation (creation of new meanings through collective discussion). This process is revealed through the prism of hermeneutics, where understanding is born in a “dialogical movement” between the whole and the part. The theoretical provisions are illustrated by the practical scenario of the lesson on the prose poem by I.S. Turgenev “The Beggar”, which demonstrates how the proposed three-stage structure works. In conclusion, the author concludes that dialogization of learning is both a principle, a form, and a method that allows combining the development of subject competencies with deep personal growth of students. Through dialogue, interaction with the text and other participants in the educational process, the student not only assimilates information, but actively creates his own personality and a multifaceted picture of the world.

this article is devoted to a comprehensive study of the evolution of forms and types of direct communication with audiences in brand media, driven by the digital transformation of communications. The aim of the study is to systematize and analyze these forms, identify their specific features and development prospects, and characterize key trends – the transition from monologue to dialogue, from multichannel to omnichannel, and from SMM to community management. An important objective is to develop practical recommendations for effectively building such communication. The methodological basis consists of a balanced combination of general scientific methods (analysis, synthesis, classification, comparative analysis, and a systems approach) and specific scientific methods (case studies, qualitative content analysis, and discourse analysis). The empirical base includes an analysis of successful practices from Russian and international companies, such as LEGO, Yandex, Sberbank, Ozon, Vkusno-I-Tochka, Teremok, and Dvukhmetrovyi Gid (Two-Meter Guide), ensuring the representativeness of the study. The key findings are as follows: a fundamental shift in the communications paradigm has occurred, with brand media transforming from a broadcasting tool into a key asset for dialogue and building a loyal community. Direct communication is structured into a system of monologues and dialogs, implemented through various channels. Interactive formats, which engage the audience in co-creation, are the most effective. Communication success is determined not only by technology but also by human factors: personalization, empathy, genuine interest in the audience, and adherence to ethical standards. Thus, direct communication is positioned as a strategic brand asset, requiring channel integration and humanized interactions to build long-term trust.

the article examines the short fiction of Tawfiq al-Hakim – one of the most prominent representatives of twentieth-century Arabic intellectual prose. The relevance of the study is due to the fact that, despite the particular attention researchers have paid to the writer’s oeuvre, his short fiction remains less studied compared to his novels and dramatic works; yet it is precisely in the short stories that the features of his artistic method, the evolution of his artistic vision, and the key ideas shaping his worldview are most clearly traced. The aim of the study is a comprehensive analysis of Tawfiq al-Hakim’s short stories, with attention to the features of narrative construction, imagery, and the means of artistic embodiment characteristic of his works. An analysis of the system of images and the symbolic level of narration brings to the fore methodological approaches to interpreting the text. Special attention is paid to the ways in which philosophical ideas are artistically embodied within short prose, which opens prospects for further study of the interrelation between literature and thought in the Arab cultural tradition. A comparison of the two short stories – “Do Not Chase After Truth” and “The Birth of Thought,” belonging to different periods in the writer’s life – makes it possible to identify the evolution of his artistic method. In Tawfiq al-Hakim’s short fiction, elements of allegory, parable, philosophical reflection, and social criticism are closely interwoven. The introduction and substantiation of certain techniques employed by Tawfiq al-Hakim can be useful for expanding the typology of narrative strategies in twentieth-century Arabic prose and for understanding the processes of literary synthesis between East and West in the works of Arab modernist writers.

this article examines the process of foregrounding situationally relevant meanings in a metaphorical provocative utterance, and identifies tactics for obscuring hidden meanings that, in the view of the sender of the text, should occupy a peripheral position "here and now." In this process of semantic modeling, the pragmatic principle of priority plays a key role, representing the mechanism of conscious (in vocabulary) or unconscious (in grammar) selection of relevant units in speech production. The author analyzes provocative small syntactic groups (MSGs) built on metaphor to determine the degree of their influence on the formation of the meaning of the entire utterance, realized in a psychotherapeutic session. The study concludes that the principle of priority actualizes hidden meanings (concepts) not randomly, but in accordance with the speaker's intentional attitudes, pursuing the provocative goal of extracting an effective component from an information segment, using it to transform the client's destructive ideological attitudes and motivate them to perform a specific verbal act. The relevance of this study is explained by the interest of both specialists in pragmalinguistics and the general public – people wishing to understand the process of speech creation, which can reproject the thinking and/or behavior of an individual in need of psychological help. The author studied these issues from the perspective of hidden pragmalinguistics, drawing on medical discourse in the psychotherapeutic genre. Therefore, alternative terms were given for the speaker and listener: the speaker is the sender of the text, or psychotherapist; the listener is the recipient of the text, or client. The study's results may be useful both to pragmalinguists interested in the perlocutionary effect in structuring meaning and to practicing psychotherapists when choosing speech tactics for psychotherapy.

this article examines rhetorical devices as means of audience influence in the context of African political discourse. All of them reflect the connection between language and politics, where language acts as an instrument of supremacy and power. In this regard, the study of the political language is justified, since it is precisely rhetorical devices that can act as catalysts for functional and linguistic impact on the addressee. The analysis of Ahua Don Mello's political speech is carried out in order to obtain a comprehensive understanding of the use range of rhetorical devices in it in the context of the systemic-functional approach developed by M.A.K. Halliday. The correlation between the identified rhetorical techniques and the implementation of the three main functions of the language (conceptual, interpersonal, textual) in political discourse is described. Historical allusions, metaphors, positively emotionally charged vocabulary and cultural codes that contribute to the formation of ideological attitudes are aimed at persuading, mobilizing, and forming the national identity of the African people.

the study of zoomorphic images in the gender aspect is a promising area of linguistic and cultural studies. The scientific novelty of the study lies in the fact that the analysis of zoonyms of the Kabardino-Circassian language in this context is carried out for the first time. The purpose of this article is to identify and analyze the features of the representation of the concept of "man" through a zoomorphic code. In this connection, the following tasks have been set: to identify ways to objectify concepts of masculinity in the zoonyms of the Kabardino-Circassian language; to identify the national and cultural features of Kabardino-Circassian FE with a component of the zoonymic code. The article analyzes Kabardino-Circassian phraseological, paremiological and lexical units with animal names representing the image of an Adyghe man. The study of zoonymic phraseological units and paroemias in the context of the Adyghe linguistic culture makes it possible to explain the specifics of their functioning.

this article examines metaphorical constructions that use names of animals to convey actions in the context of alienation and theft. Such verbs can carry negative connotations reflecting manipulation, deception or cunning and they can convey emotional state resulting from loss or abandonment of something valuable. The study found that zoomorphic verbs play an important role in our understanding of theft. They describe an action emotionally determined colored associating it with concrete animal. While studying zoomorphic verbs it allows us to understand not only language but also cognition, values and relationship to the world as a reflection of the complex and multifaceted nature of humankind. Despite differences in lexical units and cultural contexts, the key ideas remain consistent. This confirms that languages can express similar concepts in different ways and studying such nuances helps deepen our understanding of the multilayered nature of language and its interaction with culture.

this article explores the practical aspects of a lexical-semantic analysis of the concept of "advertising" in Russian, taking into account concepts that incorporate basic approaches adopted in international studies of advertising discourse. This approach is a relevant area for both semaseology, cultural linguistics, and linguistic text analysis, as it is based on expanding understanding of semantic fields and basic concepts and is directly related to the linguistic-cultural code of a nation. The linguistic understanding of the concept of "advertising" begins with an interpretation of its functional and economic meaning, taking into account the lexical-semantic content reflected in entries in various types of dictionaries. The concept of "advertising" is a complex, multifaceted phenomenon characterized by polysemy, synonymous relationships, and a dynamically evolving semantic field. Rapid changes in the advertising industry (digitalization, personalization, new media) are transforming and enriching the meaning of this term, requiring a systematic description. The concept under analysis ("advertising") occupies a central place in a broad semantic field, closely interacting with terms in marketing, communications, and promotion.

this article analyzes the representation of ethnic mass media in the Udmurt Republic on social networks. The study focuses on the television and radio channel "Udmurtia" and the combined editorial office of the print publications "Publisher House of National Press", along with their groups and accounts on the social network "VKontakte" and the messaging app Telegram. The research found that ethnic media in Udmurtia are influenced by global trends, actively utilizing social media resources, particularly "VKontakte"; however, the messaging app Telegram is used to a minimal extent.

the article examines the artistic concept of ART in Donna Tartt’s novel The Goldfinch. It focuses on the analysis of the conceptual component based on the lexical-semantic field, the identification of microfields and peripheries, and the specifics of art representation in the literary text. The study demonstrates that ART in the novel is represented through concrete objects, closely associated with themes of time, death, love, and attachment, and serves as a symbol of stability and support for the characters in a changing and tragic world. The results highlight the unique features of the artistic concept compared to general linguistic-cultural concepts in English.

the article examines an innovative genre in Rasul Gamzatov's work, explores the characteristics of the poet's sonnet, and compares it with the form of the Shakespearean sonnet to identify similarities and differences. The method of comparative analysis of the sonnets of the two poets makes it possible to determine the proximity in terms of composition and artistic meaning. Both poets' sonnets consist of three quatrains and a concluding couplet. In the works selected for analysis, the lyrical heroes wage a complex inner struggle: Shakespeare's hero simultaneously loves and hates, while Gamzatov's hero is contradictory and irreconcilable. However, Shakespeare's lyrical hero overcomes internal disagreement and forgives the lyrical heroine. He acts within the framework of the European worldview tradition. Gamzatov's hero adheres to the national mentality of a highlander who considers himself right in his convictions. Despite general external signs, as well as compositional and artistic-semantic similarities, each of the sonnets is framed by unique national and mental characteristics.

this article explores new facets of I.D. Vinokurov-Chagylgan's work in the context of Yakut poetry of the 1930s, with the goal of identifying the interconnected features of his artistic style. The object of study is the poem "Kyys Nyurgustai Kuo" (1935-1940), which dates back to the early stages of the poet's career. Using this romantic work, this article attempts to develop a methodology for comparative analysis of the poet's folklore and textual foundations, identifying their differences at the poetic level. The focus of this study is on the processes of genre transformation, the renewal of stylistic devices and text structure, the creative interpretation of folklore tradition, and a conscious departure from the canons of "social mandate." These processes resulted in the formation of a unique, psychologically rich poetic language that retains the author's individual style. The obtained scientific results contribute to the study of the evolution and genre typology of Yakut poetry, as well as issues of genre interaction. The findings of this study can be applied in the educational process: in the preparation of lectures and specialized courses on the history of Yakut literature, as well as in practical classes on poetic text analysis in universities and secondary schools.

the given article considers lexical means of description of wedding ritual in modern English and Lezghin languages, describes different parameters for composing wedding glossary, with the view to many aspects of this process: evaluative, emotional and expressive. Besides, it reveals social function of wedding ritual as a specific context, with its peculiar communication means. The objective of the article is a complex analysis of coincidences and differences in presentation of wedding ritual in English and Daghestan (Lezghin) communities, by means of certain vocabulary, comprising the concept sphere “Wedding” in the above-mentioned languages. It is also shown that there are some main peculiarities of reflection of wedding vocabulary in the wedding discourse: all the stages of this process from engagement to honeymoon trip. The author of the article points out some certain features of describing wedding ritual, which are typical for both examined cultures, as well as lacunae which occur while comparing wedding discourse in the mentioned languages. The article may be of interest to a wide circle of linguists examining linguocultural peculiarities of the given ethnic groups.

the article presents the results of a study dedicated to the development and testing of an original phonetic course for Chinese students learning Russian as a foreign language (RFL). The relevance of the work is determined by the need to overcome difficulties associated with phonetic and cultural interference, as well as the low level of development of communicative competence when using traditional educational and methodological complexes. The aim of the study was to experimentally test the effectiveness of a methodology integrating linguistic and cultural studies, communicative, and phonetic components within a modular structure based on a "journey" through the regions of Russia. A pedagogical experiment involving 50 Sino-phone students confirmed the hypothesis about the positive impact of systemic contextualization on the formation of key competencies. The conclusion is made about the effectiveness of the proposed methodology, which ensures not only the assimilation of language material but also the formation of the foundations of a secondary language personality.