Abstract: The object of this study is negatonyms (negative pseudonyms) of authors from the first wave of Russian emigration in the 20th century. Negatonyms represent a type of pseudonym whose meaning essentially amounts to the negation of what is named by their base. The material for the study consists of negatonyms included in M. Shruba's "Dictionary of Pseudonyms of Russian Emigrants in Europe (1917–1945)." This source includes approximately 9,800 pseudonyms, from which 71 negatonyms were identified. The subject of the research is the peculiarities of the formation of negative pseudonyms, which include the methods and means of their formation (including the producing bases and derivators), types of motivation (determined by the typical lexical meanings of the producing bases of negatonyms), as well as word-formation models (productive and unproductive) used in the formation of negative pseudonyms. The analysis employs a descriptive research method (units of description are distinguished, their properties and characteristics are defined, facts are generalized, and their interpretation is provided). The study identifies the methods and means of formation, spelling peculiarities, and types of motivation for both one-word and multi-word negatonyms. A comparative analysis allows for determining the most productive models. Two peculiarities of negatonyms used by authors of the first wave of emigration between 1917 and 1940 are noted: 1) the meanings of many negative pseudonyms are linked to the realization of the concept of "own" vs. "their" with most pseudonyms reflecting the author's sense of foreignness to the "new world," positioning themselves as someone who does not consider themselves part of it; 2) the political views of the author are regularly indicated—either affiliation with a particular party or, conversely, apoliticality. The study also finds that negatonyms allow authors to demonstrate their creativity in coinage, utilizing various language-play mechanisms.

Keywords: language game, own and their, semantic motivation, generating bases, word formation, M. Shruba's Dictionary, negatonyms, pseudonyms, anthroponyms, paragraphemics

Abstract: The article is devoted to the comparative analysis of color denotations of shades of yellow in French and Russian, taking into account their semantics, usage and cultural specifics. The relevance of the research topic is conditioned by the fact that media texts reflect the changes in tastes and form the aesthetic perception with the mediatization of modern society. The object of the research: the system of color denotations. The subject of the research: ways of expressing shades of color in French. The aim of the study is to identify lexical features and ways of nominating shades of yellow color in media texts in French, as well as to find their equivalents in Russian. The author studied monolingual and bilingual dictionaries, specialized design websites, media texts and advertising materials of the 2020s, fiction texts. The semantic and stylistic analysis of the selected sixty shades of yellow was carried out, the influence of cultural and historical factors on their occurrence and use was studied, and a continuous sampling of lexemes from media texts devoted to interior design was carried out. Frequency analysis revealed the most used shades of this theme, such as saffron, lemon, amber and mustard. Structural differences revealed: in French, shades are more often formed using the main color, while in Russian the shade stands in the first place. The results of the study are relevant for the study of intercultural communication, translation of media texts and lexicographic description of color denotations. The novelty of the work lies in the identification of unique French color denotations that have no exact analogues in Russian and the analysis of their use in modern media texts. Conclusions are drawn about the linguistic and cultural specifics of nomination of shades of yellow in both language cultures and their influence on the perception of aesthetics in general.

Keywords: linguoculturology, word formation, comparative aspect, calcification, translation, yellow color, color shades, color denotations, French language, intercultural communication

Abstract: The article is devoted to the theoretical and applied research of the translation features in the "Russian – Chinese" language pair. Numerous studies in the field of Russian-Chinese translation, in particular, phraseological units, indicate the existence of significant difficulties faced by modern translation students. These difficulties include differences in the syntactic structure of sentences, the lack of grammatical categories of gender and number in Chinese, as well as specific features of the semantic structure of phraseological units. The subject of the study is the most characteristic types and features of grammatical errors made by students in the process of consistent translation of Russian phraseological units into Chinese. The purpose of the study is to identify the specifics of errors caused by the semantic, grammatical and structural characteristics of Russian phraseological units and their inconsistency with the grammatical norms of the Chinese language. This work uses an integrated approach that includes both qualitative and quantitative research methods, including: methods of theoretical and comparative analysis, classification, content analysis, as well as methods of questioning, observation and experimental research. As a result of this study, the following groups of errors were identified: errors in coordination; incorrect use of cases and tenses; problems with the translation of semantic and grammatical shades of phraseological units. The novelty of the study lies in the fact that these groups of grammatical errors were first considered in the context of the transmission of national cultural codes of the Russian language and their semantic, grammatical and structural implementation in the process of translating phraseological units in Chinese. The results of the research can be applied in educational practice to improve the quality of teaching Chinese, as well as to develop methodological manuals, books and monographs focused on the study of grammatical aspects of translating Russian phraseological units into Chinese.

Keywords: Russian Chinese, cultural values, translation accuracy, grammatical norms, national cultural codes, equivalence, grammatical errors, lexical substitution, semantic-grammatical structure, consecutive interpretation

Abstract: The article is devoted to identifying common patterns of rhizomatic news headlines in Russian and Chinese leading online media. The subject of the study is the rhizomatic nature of digital media news headlines, which is manifested in the complex interrelationships of texts in cyberspace. The material is the headlines of international news from leading Russian and Chinese digital media for 2024. The scientific novelty is determined by the fact that for the first time an attempt has been made to conduct a comparative study on the main manifestations of the rhizomatic nature of news headlines in Russian and Chinese leading digital media. Being an announcement and hyperlink of an Online media news article, complex digital headline texts receive typical rhizomatic characteristics such as: interconnectedness, heterogeneity, multiplicity, nonlinearity, openness, dynamism, the status of which is not clearly defined. Their analysis determines the relevance of the study.  The research methods combine the classification of linguistic units, linguistic description, functional and semantic analysis, and comparison to identify common rhizomatic properties of news headlines from leading Russian and Chinese online media. The results of the study show that rhizomaticity is characteristic of the international news headlines of Russian and Chinese leading digital media. An analysis of the complex of news headlines in Russian and Chinese digital media based on 6 main characteristics of the rhizome showed that rhizomatic relationships are found in news headline texts, which exhibit the following properties: citation, hypertextuality, intertextuality, precedent, heterogeneity, multidimensionality, multiplicity, discreteness, fragmentation, out-of-structure, nonlinearity, deterritorialization, reterritorialization, decentralization openness and dynamism. The obtained research results can be the basis for further research in this field, and used in the practice of teaching university courses in relevant disciplines. The conclusion of the study is that rhizomaticity is the main attribute of the texts of news headlines in Russian and Chinese leading digital media.

Keywords: the relationship, digital media, news headline, principles of rhizome, rhizomatic logic, rhizomatic environment, rhizomatic, rhizome, heterogeneity, Reterritorialization

Abstract: Justice as one of the key ethical and social values recognized by many peoples of the world. This article examines the concept of "Justice" in two polar pictures of the world - Chinese and Russian. Based on the "systematic approach" to the study of concepts, this article pays much attention to dictionary definitions and background linguacultural knowledge. To determine the structure and peripheral meanings of the concept, the author describes in detail the definitions of the word, historical information important for understanding the concept. If in ancient times the emphasis was on legal and moral justice, then in modern times the concept of "justice" covers economic, educational and gender aspects. The work also provides a detailed morpheme analysis of the concept in the Chinese language. To study the deep meanings of the concept, the article provides the results of an associative experiment conducted on the basis of 2 universities. It identified characteristics of concepts from two source languages . The most frequent associations allowed us to clarify the boundaries of the concept sphere of "Justice". A comparative analysis of the lexical field associated with the word "justice" indicates the presence of unique semantic shades in each language. In Russian, the term "justice" is often associated with legal concepts (e.g., justice, law), forming the idea of a correct, honest and impartial structure of society and human relations. Whereas in Chinese, the use of such expressions as "kindness" and "harmony" that emphasize the importance of virtues is important. The paper eliminates the existing information gap and adds to the existing knowledge base on the concept of "justice", emphasizing cultural differences and similarities, and also advances the understanding of how historical and social factors influence the formation of this meaning.

Keywords: honesty, associative links, national mentality, concept sphere, lexical-semantic field, associative experiment, justice, language worldview, concept, comparative analysis

Abstract: The article examines the concepts of “горе” in Russian and “痛苦” in Chinese through their lexical representation and cultural significance. It analyzes dictionary definitions, semantic fields, and related lexical units of these concepts. The study discusses similarities and differences in the expression of these emotions, their intensity, and sources. Particular attention is given to the cultural perception and representation of “горе” and “痛苦” in Russian and Chinese. The research highlights the importance of studying the emotional worldview for intercultural communication and the role of these concepts in conveying cultural values and traditions. Research subject: the semantics and lexical representation of the concepts “горе” in Russian and “痛苦” in Chinese. Research aim: to identify similarities and differences in the lexical expression of “горе” and “痛苦” through an analysis of their dictionary definitions, semantic fields, and related lexical units. The study employs methods of definitional analysis, lexical-semantic analysis, and comparative-typological methods. The results show that “горе” in Russian emphasizes emotional suffering tied to losses and tragedies, while “痛苦” in Chinese covers a broader range of negative experiences, including physical and emotional pain. These differences reflect cultural and philosophical traditions: Russian focuses on the intensity and drama of emotions, while Chinese highlights universality and harmony. The findings are applicable to intercultural communication, linguistic theory, translation studies, and teaching Russian and Chinese. The study’s novelty lies in its comparative analysis of emotional concepts based on their lexical and semantic representation, revealing cultural and linguistic specificity. The conclusions underline key differences in the perception and lexical expression of emotions in Russian and Chinese, shaped by their unique cultural and linguistic traditions.

Keywords: emotions, cultural differences, Chinese language, Russian language, lexical-semantic field, definitional analysis, lexical expression, tongku, grief, intercultural communication

Abstract: The article is dedicated to the study of conventional promotion tools used for promoting brands in social networks in the context of increasing competition in the digital space, using the social network "VKontakte" as an example. The relevance of the topic is determined by the need to find effective approaches to promoting on social platforms in the international information market. Amid growing competition in the international media market and the increasing influence of social networks on political and social life, the methods and tools for their promotion remain insufficiently studied. The subject of the research is traditional advertising tools aimed at attracting new users and increasing engagement with the existing audience. The aim of the research is to determine effective approaches to promoting social networks, considering modern trends in digital marketing and communications. The materials of the study include examples of outdoor advertising and online banners used by the "VKontakte" social network. The research includes analytical and comparative analysis of traditional promotional methods applicable to the specifics of social networks, as well as content analysis of advertising materials. The novelty of the study lies in the identification of insufficiently studied aspects of promoting social networks as independent brands and the development of recommendations for their optimization. The results of the work can be applied both in strategic planning and the development of advertising campaigns for social platforms, and in educational and research projects dedicated to the phenomenon of digital communication. The social network "VKontakte" actively uses traditional methods of distributing advertising messages. The use of traditional advertising tools in the promotion campaign of the "VKontakte" social network shows that its developers understand the product and service orientation of the promoted object, using methods typical for the promotion of goods and services.

Keywords: outdoor advertising, new media, communication, promotional tools, media market, VKontakte, advertising, marketing, social media, PR

Abstract: The article is devoted to the comprehension of philosophical, aesthetic and moral ideas in the subsequent literature on the example of L.D. Zinovieva-Annibal's work. The article analyzes the works of L. D. Zinovieva-Annibal, whose childhood is presented in an unusual, often contradictory light. The similarity of approaches of Dostoevsky and Zinovieva-Annibal to the depiction of children's self-consciousness, children's cruelty and fantasies is noted. The works of Zinovieva-Annibal, written during the revolutionary events of 1905-1907, are also marked by the influence of Dostoevsky, his understanding of the ways of building a future just society. In this connection, the issues of freedom, overcoming individualism, and the tragic consequences of revolutionary violence are brought to the forefront. The stories “ You Help!” and “ Behind Prison bars” are in the center, in which the inner contradictions of the heroes are exposed, the split of personality and loss of self-identification are shown, which is confirmed by the establishment of the motive of the hero's inner conflict, similar to Raskolnikov, for whom the external punishment is only a reflection of the destruction of his inner world. The novelty of the article lies in the fact that the embodiment of Dostoevsky's ideological heritage in the work of Zinovieva-Annibal is studied comprehensively with reliance on the analysis of the image of the child and the image of the “underground man”. As a result of the study it was found that the principles of Dostoevsky's poetics underlie the interpretation of the spiritual world of the heroes of Zinovieva-Annibal's works, which undoubtedly arose in the course of discussions with her husband, V.I. Ivanov, about the ideological and semantic content of Dostoevsky's works, who for the Symbolist poet was an iconic figure of Russian spiritual life.

Keywords: Crime and punishment, The Tragic Menagerie, overcoming individualism, No, Russian writer, Vyach. Ivanov, L. D. Zinovieva-Annibal, underground man, image of childhood, F. Dostoevsky

Abstract: The subject of the study is the importance of online media in Russian-Chinese cooperation. As part of the development of this topic, an empirical study was conducted in the form of a survey of Russian and Chinese respondents on the role of online media in Russian-Chinese cooperation. To analyze this problem, we used survey data from Russian and Chinese users. The sample of respondents from the Russian and Chinese sides is 300 people each. Respondents from both countries are equally interested in studying culture and mentality. Both study groups expressed a desire to keep abreast of the latest political developments in the neighboring country and a certain interest in cooperation. The high response of the respondents to the question that online media is a source of information about the cultural and political situation in the country of interest is significant. The methodological basis of the research was a structural and functional approach to the analysis of the role of network media in the processes of Russian-Chinese cooperation. Based on the results of the data obtained during the survey, as well as the analysis of theoretical material, a conclusion is drawn about the importance of the network media factor in modern Russian-Chinese cooperation. It can be noted that online media in China has become somewhat more widespread than in Russia. This trend may be related to the purposeful policy of the Chinese government regarding the digitalization of society, as well as the education system. An important factor in this case is the possibility of overcoming the language barrier not only through the development of modern methods of automatic translation of viewed pages, but also by conducting targeted publications in a foreign language. At the same time, the widespread introduction of artificial intelligence algorithms into online media is gradually making content accessible to people from all over the world, adapting it to the right language and intuitive interface.

Keywords: protection of personal information, personal data, Chinese media, media resource, mass information, media structure, Russian-Chinese cooperation, public opinion poll, digitalization, online media

Abstract: This author studied the issues of disinformation in the mass media. The reasons for the spread of disinformation, its impact on society and possible measures to reduce its impact are analyzed. Special attention is paid to the role of new technologies and social networks in spreading false information. In the era of globalization and the rapid development of information technology, information has gained key importance, influencing all aspects of public life. The media has become the main channel of information dissemination, shaping public opinion and influencing political processes. However, along with this, a serious problem has arisen — disinformation, the dissemination of false or distorted information for the purpose of manipulation. Disinformation in the media undermines public confidence in information sources, contributes to the polarization of opinions and leads to incorrect political decisions. With the rapid development of the Internet and social networks, fake news and manipulation are becoming more sophisticated and widespread, which raises serious concerns about the stability and security of society. The scientific novelty of the work lies in an interdisciplinary approach linking the theories of media interaction, cognitive psychology and political science. Unlike previous studies that focus on individual aspects (for example, fact-checking), this article considers disinformation as a systemic phenomenon that requires a multi-level response. The research hypothesis is that effective counteraction to disinformation is possible only with the synthesis of "hard" measures (platform regulation, AI moderation) and "soft" tools (media literacy, strengthening trust in expertise). This study sets the framework for a detailed analysis, emphasizing that disinformation is not just a technical problem, but a symptom of the deep social and political contradictions of the digital age. The article also focuses on the role of new technologies and social networks in spreading false information.

Keywords: public opinion, fact checking, manipulation, social networks, media, media education, fake news, mass media, disinformation, Internet

Abstract: In the era of mobile Internet, smart devices provide the ability to quickly disseminate information. In emergency situations, mainstream media use mobile technologies to promptly cover events through live broadcasts, which has become an important channel for informing the society. Mobile live broadcasting is divided into fast and slow depending on the content update and audience interaction. The integration of augmented and virtual reality technologies enhances the effect of presence, allowing for a closer connection between viewers and victims. However, this also places new demands on the professionalism of journalists and the reliability of the information provided, which can lead to the spread of rumors. The main objective of this paper is to investigate how mainstream media create the effect of presence in mobile broadcasts by analyzing the content delivery mode, updating technologies and audience mobilization. This study identifies gaps in the theoretical basis for constructing the feeling of presence in live broadcasts based on a systematic review of the literature on this topic. Case studies, empirical research and content analysis are used to study the communication characteristics of modern technologies and their impact on the effectiveness of informing in mobile broadcasting during emergency situations. Empirical research shows that mobile live broadcasting has several advantages: firstly, it is more flexible to carry and shoot, which reduces the workload of journalists; secondly, the lens allows recording events from different angles and carrying out various live broadcasts; thirdly, the continuous presence of mobile reporting in real time minimizes the loss of relevant information, increasing the completeness and reliability of emergency content. It is obvious that the flexibility of mobile equipment and the multidimensional nature of live broadcasting significantly increase the audience's trust in the media. In this regard, the mainstream media needs to adapt to modern challenges and continuously improve the quality of news coverage in order to effectively protect the public interest and meet the needs of their audiences.

Keywords: news reports, professional skills of a reporter, The authority of information, emergency situations, mobile live streaming, the effect of presence, Media, smart devices, The Internet era, mass public opinion

Abstract: The subject of this study is the analysis of content published by the official account of *People's Daily* on the VK platform, aimed at promoting a positive image of China among the Russian audience. The research covers publications from January to September 2024 and includes thematic and quantitative analysis to identify key communication strategies. Focus is placed on content formats, user engagement levels, and cultural adaptation of materials. The study is based on the theoretical foundations of intercultural communication, uses and gratification theory, and framing theory. Results emphasize the importance of content localization, multimedia elements, and cultural context in effective communication with the Russian audience. The study also provides recommendations for improving external communication strategies. Methods of content and thematic analysis are applied, using Popster software to examine the official *People's Daily* account's publications on VK. The analysis aims to identify key themes, content formats, and engagement levels of the Russian audience. The scientific novelty lies in the development of a comprehensive approach to studying digital communication on the VK platform, revealing the relationship between content type, presentation format, and audience engagement levels. The use of thematic modeling (LDA) for classifying publications highlights the importance of personalized interaction strategies in intercultural communication. The study demonstrates how adapting foreign economic communications to the local cultural and cognitive characteristics of the Russian audience improves perception and increases engagement. Practical recommendations are proposed, including the use of gamification, interactive events, and multimedia content creation, which help boost user interest. These findings contribute to expanding knowledge about the processes of building national image in the context of global digitalization. The work can serve as a foundation for developing effective media strategies that consider cultural context and platform-specific interaction.

Keywords: China, VK, content analysis, social network, People's Daily, image, authority, intercultural communication, digital media, communication strategies

Abstract: With the rise of social media, content marketing has become one of the essential tools for achieving success in online marketing campaigns. Successfully promoting an organization through the free distribution of useful content that meets user needs builds trust in the brand and increases its expertise. Business promotion using Mass Media began in 1924. At that time, the American company Sears launched its own radio program aimed at farmers. In the 21st century, the media began to actively use content marketing tools to attract audiences to their Internet resources and thus increase awareness of their own brands. This article examines content marketing as a tool for promoting a media company in the digital environment. The author analyzes the content of the media with valuable (often at the everyday level) information for the consumer, which is good to share on social networks (stories - useful household tips; online tests; posts on social networks of media companies with images of animals, natural phenomena) etc. Today, ideas about the functions of the media in society have transformed. The audience began to be viewed not as a passive recipient, but as a communication partner. The author comes to the conclusion that in the condition of traditional media crisis in the Internet space, traditional methods of creating media products and marketing technologies begin to interact harmoniously. Gamification in the context of media practice significantly influences the way journalistic content is presented and how it is perceived. A variety of Mass Media actively use entertaining, “light” content, focusing on attracting a larger number of users, due to which the quality of published information often suffers. Content marketing is also actively used by healthcare companies to convey their strengths, missions, and values.

Keywords: Online Tests, Collection materials, Viral content, Shareable Content, Relevant Content, Promotion of a media company, Content Marketing, Fake-News, Media Brand Image, Brand Advocates

Abstract: The rapid development of generative artificial intelligence has allowed humanity to witness significant changes in artificial intelligence technology in terms of capabilities and functionality, and its powerful capacity for self-learning, self-control, and evolution has gradually ushered in a new era of generalized artificial intelligence. At the same time, it also indicates that people will enter into a more complex and risky intellectual system. The gradual and widespread use of generative AI in major media communications opens up great development opportunities for the media sphere, on the one hand, and risky tasks – on the other. The subject of this research is generative artificial intelligence. The object of the research is an in-depth analysis of the risks and management trajectories of generative artificial intelligence in the main media of mass communication. This study used a comprehensive methodology based on the method of literary analysis, observation, as well as the method of forecasting and data comparison. The scientific novelty of the study lies in the fact that the authors analyze the risks associated with generative AI in the mainstream media, namely: data privacy and security, the risk of manipulating public opinion through false information, and the problem of public trust in the media. The authors of the study propose a risk management path in terms of political leadership, regulation and technology, global cooperation and literacy, contributing to the safe, reliable and healthy development of generative AI in the mainstream media. As AI technologies are constantly being transformed, this research is quite promising and makes a scientific contribution to the general analysis and pool of research related to the use of AI in the field of media, risks, danger and ethical issues.

Keywords: interaction, development, trust, technological, disinformation, media, artificial intelligence, generative, human, communication

Abstract: This article is devoted to the study of the complex structure of the concept of correctional institution, which can be represented by both terms and commonly used lexemes in a comparative aspect. The subject of the work is lexico-semantic representation of the concept of correctional institution in English and Russian terminosystems in the field of jurisprudence. The purpose of the study is to identify the features of verbal representation of the concept of correctional institution in English and Russian texts in the field of law. When writing the article the following research methods were used: method of comparative analysis, method of component analysis. The central concept in the functional-semantic field, representing the concept of "correctional institution" in the English language is "prison". However, along with it, the terms "jail" and "penitentiary" are present in the everyday vocabulary of native speakers, which together are part of the official business and artistic styles. This work establishes the frequency and conceptuality of each of the above terms, based on the method of comparative analysis, the external conditions under which the use of a particular concept is semantically conditioned are established. Using the method of analogy, it was revealed which of the synonyms available in the English language most correspond to the Russian-language terms "prison", "pre-trial detention center", "colony". The practical value of the article consists in the possibility of using its materials in the compilation of dictionaries, as well as in the development of classes on comparative terminology of English and Russian languages, comparative lexicology of English and Russian languages, intercultural communication in universities.

Keywords: prison, equivalent, functional and semantic Field, comparative linguistics, concept, lexeme, legal term system, correctional institution, jargonism, jail

Abstract: In Russian village prose, the female image is often viewed through the prism of the religious aspect, which emphasizes its deep spiritual nature and connection with traditions. Women in these works act as bearers of folk morality and religious values, and their characters and actions often illustrate biblical archetypes. The study of female images in the context of religion allows us to identify their role in preserving the cultural identity and spiritual life of the village. Women, as keepers of traditions, are symbols of steadfastness and devotion, which makes them important figures in the literary heritage. Analyzing their images, we can better understand the relationship between religiosity and social status, as well as the influence of religious ideas on the formation of female identity in the context of village life. Subject of the study: studying female images in Russian village prose through the prism of religious beliefs and the influence of Orthodox traditions on the formation of their characters. Literary analysis of texts (works by Shukshin, Rasputin and others), comparative analysis (analysis of religious motives in the works of different authors), historical and cultural approach, sociological approach, phenomenological approach, symbolic analysis and contextual analysis are the research methodology of this article. Russian village prose has traditionally focused on the depiction of rural life and its close connection with the Orthodox faith and cultural foundations. The female image in this literature acts not only as the keeper of family values, but also as a symbol of religious traditions, embodying spiritual quests and sacrifice. The role of religion in the lives of Russian village women deeply influences their decisions, internal conflicts and destinies. This study aims to reveal religious motives in the construction of these images, analyze their influence on the heroines and their interaction with spiritual and social expectations.

Keywords: folk culture, keepers of traditions, social status, cultural identity, morality, spirituality, religious aspect, Russian village prose, Women's images, religious values

Abstract: In this paper, the destructive emotion of anger is considered through the prism of Korean idioms. The research is aimed at identifying the semantic features of idioms, various aspects of their use and the conceptual metaphors they use. The main focus is on how physiological reactions to anger are reflected in language, as well as how cultural contexts influence the understanding of these idioms, as well as how linguistic features of the Korean language shape the perception and expression of anger in society. The subject of the study is the destructive emotion of anger and its reflection in Korean idioms, as well as cultural and social aspects that influence the formation of these expressions. The destructive emotion of anger is a complex psychological condition that can have a significant impact on human behavior and interaction with others. It is important to note that anger not only affects individual feelings, but also affects cultural norms and linguistic expressions, including idioms.Research methodology: The study uses a qualitative analysis of idiomatic expressions related to anger using a comparative method. The lexical composition and semantics of idioms, as well as their cultural context, are analyzed. The content analysis method is also used to identify common themes and patterns in the use of idioms. The novelty of the research: The work is the first comprehensive study of the destructive emotion of anger in Korean idioms, which allows us to identify unique aspects of Korean culture and language. The study also establishes parallels between Korean and Russian idioms, which contributes to a deeper understanding of the universality and specificity of metaphorical perception of emotions. Conclusions: The results of the study show that Korean idioms associated with anger not only reflect emotional states, but also serve as indicators of social norms and values. The revealed metaphors emphasize the importance of context in the interpretation of emotions and indicate the need to take into account cultural differences in the study of linguistic expressions. The research opens up new horizons for further study of the influence of language on emotional perception in different cultures.

Keywords: cognitive linguistics, conceptual metaphor, metonymy, idiom, translation, Korean culture, Korean language, destructive emotion, anger, physiology

Abstract: The article is devoted to the early stage of the formation of the Spanish paremiological tradition and the literary and collecting activities of the Marquis de Santillana. The 15th century plays a special role in the history of Spanish folklore, as voluminous annotated dictionaries of proverbs and sayings began to be actively published during this period. The research material is the first collection of proverbs published in Spain, "Refranes … que diçen las viejas tras el fuego; e van ordenados por la orden del A, B, C", the authorship of which is attributed to the Spanish statesman and poet Marquis de Santillana (Iñigo Lopez de Mendoza y de la Vega). X. de Navascuez notes that the edition of the collection of paremias was prepared by Santillana by order of King Juan II. Researchers (Y. L. Obolenskaya, N. G. Sulimova, M. M. Rayevskaya) emphasize that the Renaissance in Spain is strongly influenced by the Italian humanistic tradition, thanks to which new poetic forms are coming to Spanish literature, and Santillana is the first among Spanish authors to turn to the sonnet. A special contribution to the study of poetic art is made by Santillana's letter to the Constable Don Pedro of Portugal, which is considered the first Spanish poetics and which examines the issues of literary history and theory. The internal conditions for the development of Spanish culture during this period were the focus of new trends in aristocratic circles, an increased interest in the humanities, including folk culture, which, in the absence of an established literary tradition, makes proverbs and sayings in Castilian examples of correct linguistic usage. It is also necessary to take into account the influence of the Northern European humanist tradition with its attentive attitude to oral folk art and the authoritative collection of proverbs by Erasmus of Rotterdam. The folklore texts from Santillana's collection are vivid examples of the Spanish folk tradition and laid the foundation for the formation of the Pyrenean paremiological fund in the 15th century.

Keywords: serranilla, poetics, saying, proverb, paroemia, paremiology, Spanish folklore, Spanish language, dezir, song

Abstract: The subject of the article is the development of the works of K. D. Balmont in China. The article examines the reception of K. D. Balmont's works in China; the state of translations and the degree of study of his works; identification of the reasons for the interest of Chinese scholars. The article presents a periodization of the activities of translators and literary scholars who paid attention to the works of the Russian symbolist. The work includes a classification of existing research works in China devoted to the author's works and identifies the main shortcomings in the process of developing Balmont's works. In studying the problems associated with the translation and research of Balmont's creative legacy, as well as in describing the main scientific sources raising the problem of the creative method of the Russian symbolist, the author of the work relied on general theoretical methods of analysis, synthesis, description and comparison. In formalizing the periodization of the activities of Chinese scientists and translators, comparative-contrastive and comparative-historical methods were used. As a result, it is revealed that lyrical, symbolic and musical principles in Balmont's works are always in the center of attention of Chinese researchers. Based on the current state of studying the author's creative heritage, it is revealed that further research of his poetry has great prospects in China. The study of the reception of K. D. Balmont's work in China is of great importance for further in-depth and comprehensive research into the artistic creativity and worldview of the symbolist poet. The main limitation in the process of mastering the creative path of K. D. Balmont by Chinese literary scholars is the fact that there are no translations of his prose into Chinese.

Keywords: Russian poetry, reception, symbolist poet, poetry of Balmont, Chinese literary criticism, China, K. D. Balmont, Silver Age, Balmont's literary heritage, Balmont's creative path

Abstract: The article is devoted to the study of the peculiarities and problems of media work in the Egypt. The relevance of the study lies in the complexity of the functioning of the Egyptian media, which are influenced by a variety of factors, including legal, social and political. Egypt, as a key media player in the Arab world, is a unique case to explore. The purpose of the study is to determine the specifics of media work in Egypt, taking into account its rich media history and influence on the region. The problem of the study lies in the multidimensional nature of media activity in the countries of the global south, where various factors affecting their functioning and role in society collide. Egypt demonstrates a number of unique features and challenges affecting the functioning of the media. The research methodology includes an analysis of scientific literature and the regulatory framework for the functioning of the media. This approach allows for a comprehensive study of the subject of the study, based on theoretical and practical aspects. The mass media in the global south, and in particular in Egypt, is facing special challenges and needs an adaptation to local conditions. These problems are often rooted in historical, political, social, and economic contexts, which affects the way the media operates. It is noted that in response to unprecedented challenges, the government of the country is implementing a number of measures to control media resources. Measures to control media resources in Egypt are an important tool in combating threats to national security. It is important to find a balance between ensuring security and protecting human rights, which remains an urgent task for Egyptian society and the State.

Keywords: Media regulation, Social networks, modern technologies, Television, Radio, national security, Egypt, Global south, Mass media, Information control