Abstract: The objective of this study is the image of a professional educational institution (university) student. The subject of the research is the use of a systematic approach in the study of the formation and development processes of students' images. The purpose of the study was to determine the place of the image in the vocational education system and its function and to identify the factors that ensure the formation and development of the student's image. The study was conducted based on the Department of Socio-Cultural Service and Tourism of the Institute of Languages and Culture of the Peoples of the North-East of the Russian Federation of the M. K. Ammosov NEFU. Based on the provisions of Talcott Parsons' theory of systems and structural and functional analysis, the results of the research of domestic and foreign scientists on the problems of the formation of the image of adolescents and young people, including in the learning process, the author considers vocational education as a social system in which the image of a student performs several functions. Both theoretical and empirical methods were used in the work, which allowed the development of a model of a student's image at a vocational educational institution to summarize the results of a study on the image of students of the North-eastern Federal University. The novelty of the study is that a model of the image of a student of a vocational educational institution was developed, based on which the structure of the image of students of a higher educational institution was studied, processes that occur within the image as a system, conditions, and factors that determine changes in the structure of the image.

Based on the conducted research, conclusions are drawn that the image of students is a subsystem of the social system of vocational education, simultaneously acting as a mechanism for its preservation, as well as an independent system generating changes within itself, which ensures its safety, balance, and unity. The condition for preserving the image as a system is a change in the structure of the image that occurs in the university's educational environment due to the integration of various types of academic, scientific, project, and organizational activities.

Abstract: The subject of this research is the effective methods of linguistic manipulation and communication, which allowed controlling the situation to prevent public panic and destabilization of situation in the Sakha Republic (Yakutia) during the pandemic. The authors explore such phenomena as persuasion and linguistic manipulation, analyze the existing in Russian and foreign practice scientific and practical approaches towards using linguistic manipulation in sociopolitical discourse. Based on the example of speeches of the Head of the Sakha Republic (Yakutia) A. S. Nikolayev, the authors analyze the linguistic means and techniques used in the course of development of epidemiological situation for influencing public opinion in the Sakha Republic (Yakutia); determine the reasons and frequency of application of such techniques, the degree of persuasion of public opinion by the head of Yakutia depending on the used communication channels. The research employs the website content of the Government of the Sakha Republic (Yakutia), regional news sites, and addressed messages in social networks. The main results lies in the conclusion that the most effective methods of linguistic manipulation are persuasion, convincing and prompting, which affect emotions and feelings of the people and appeal to the key social agenda – safety of the population in the time of pandemic. It is noted that social networks are the effective communication channels, which is justified by the geographical and sociopolitical peculiarities of the region, such as large territory preservation of the elements of traditional political cultures (power of the authority, leader, direct communication with the government and a sense being protected). Linguistic manipulation allows influencing public opinion, avoiding mass disturbances, instilling the sense of security into population.

Abstract: The object of this research is the establishment of service industry in Yakutia, while the subject is its development trends in the second half of the XIX century. Attention is focused on examination of the documents from the National Archive of Sakha Republic (Yakutia), namely content of the documents of Yakut regional administration for the period from 1850s to 1900s, reports of the town governors of the Yakut region, and comparison with the existing research on the history of Yakutia of this period. The author explore the peculiarities of service industry as a social and historical process; determine natural-climatic and historical factors impacting the development of service sector in Yakutia; review social composition of the participants, as well as headmost services in Yakutia in the late XIX century. The conclusion is made that in the late XIX century, service sector in Yakutia was at its infancy, and characterized by a contradictory tendency, which on one hand combined limitedness of the content and types of services due to immaturity of the craft, state control and initiative in this sphere; and on the other –  engaged the representatives of different social groups, set vector towards the forming consumer requests, rudiments of legal culture and civil society. The author makes an assumption that due to the historical and political development of our country, the indicated contradiction was not resolved in subsequent periods and retains certain effect on the current state and development of service sector in Yakutia. The novelty of this work consists in attraction and examination of the extensive archival material that allows broadening the knowledge on the establishment of service sector in Yakutia.

Abstract: The subject of this research is the analysis of the process of formation of tourism discourse of the Sakha Republic (Yakutia). The article examines semiotic aspects of this process, world experience of formation of tourism discourse; determines its relevant development trends that allow increasing the competitiveness of tourist destination; and assesses tourism discourse potential of the Sakha Republic (Yakutia). Attention is focused on studying the semiotic potential of such element of tourism discourse as website. The authors explore the content of websites of municipalities (districts) of the Sakha Republic (Yakutia); as well as based on semiotic analysis determines the semantic core, syntactic peculiarities, and pragmatic potential of the website of municipality (district). Recommendations are made on the development of tourism discourse of the Sakha Republic (Yakutia). The following conclusions are formulated:- Currently, the effective development trends in tourism discourse consists in attraction of tourists to collaboration and engagement in the process of discourse formation; strengthening of pragmatic component of the discourse, search and usage of different means of creolization;- There is contradiction between the status of the Sakha Republic (Yakutia) as an attractive tourist attraction of the Far East and the image of a tourist destination, the formation of which is constrained by undeveloped tourism discourse;- The increase of tourism attractiveness of the Sakha Republic (Yakutia) is possible in the context of formation of tourism discourse;- It is necessary to determine the image core and key image elements that form the image of tourist destination for a potential tourist;- In creation of discourse, it is necessary to form a situation of collaboration between the creators of tourist product and the clients (tourists, travelers), change the concept of visual content towards increasing image induction and implementation of interaction in form of digital and virtual mini-tours and guides;- It is also essential to translate involvement of the region in world heritage via utilizing the potential of folk art, masterpiece of folk and intangible heritage of humanity – the epic art Olonkho.

Abstract: The subject of this research is the study of the potential of traditional symbols of Sakha people in preservation of cultural memory and development of socio-cultural processes. The authors analyze the role of the traditional symbols of Sakha people in the formation of culture as the framework for development and survival of the ethos; examine function of the traditional symbols of Sakha people, namely amulets within the modern socio-cultural environment; as well as conduct classification of amulets as symbols (in accordance with Charles Sanders Peirce). Special attention is given to studying the everyday practice of using amulets by the various population categories of Sakha Republic (Yakutia). Including youth. The nature and role of the traditional national symbols in the development of socioeconomic sphere of Sakha Republic is determined. The following conclusions were made: amulets as symbols of the traditional culture of Sakha people currently manifest as the adaptation (protection) mechanisms, allowing to retain inner balance and confidence, adjust to the changing external and internal conditions of social development; being multifunctional as any symbol, amulets within the system of traditional symbols may serve as the means for translating and preserving culture and cultural memory if appropriately incorporated into the context of social and educational activities.