Abstract: The concept of “pride” has one of the central places in the system of moral and ethical concepts. The article provides a comparative analysis of the concept of "pride" from the point of view of linguacultural studies. The authors consider the features of the perception of "pride" in the linguistic picture of the world of two cultures, and also analyze the similarities and differences in the understanding of this concept. The authors draw attention to the historical context of the formation of ideas, which makes it possible to see the dynamics of changes in the perception of the context of "pride" over time. The study is based on the analysis of Russian and Chinese phraseological units, including proverbs and sayings. The paper includes descriptive, componential (analysis of lexical meaning) and comparative analysis. The authors come to the conclusion that the concept of "pride" has polar meanings, ranging from the shade of "positive pride" to the semantic connotation of "negative arrogance". When the concept of "pride" is expressed in a neutral or positive sense, it is perceived positively in both cultures. The analysis of phraseological units from the point of diachronic comparison showed that the perception of the concept in the Chinese language is characterized by relative "stability" over time, while in the Russian language this concept has experienced significant changes under the influence of extralinguistic factors. The conducted analysis opens up new prospects for further research in the field of intercultural communication and cognitive linguistics. Future research can focus on a more detailed study of other concepts, their evolution, influence on intercultural interaction, as well as on a comparative analysis of concepts in other languages.

Keywords: meanings, perception, linguoculturology, value paradigm, semantics, extralinguistic factors, comparative analysis, values, pride, concept

Abstract: This article is devoted to the component and comparative analysis of the semes of vocabulary denoting insects, which contains a differential feature of the aspect of insect impact on objects of the surrounding world in Russian and Chinese. The purpose of the article is a comparative analysis of the vocabulary denoting insects in Russian and Chinese, containing a differential feature of the aspect of insect impact on objects of the surrounding world. The subject of this article is the vocabulary that designates insects and reflects their impact on objects in the world around them in Russian and Chinese. The object of the study is 28 lexemes that indicate a differential feature of the aspect of insect impact on objects of the surrounding world in Russian and 42 lexemes in Chinese, which were selected in dictionaries. The following methods are used in this study: classification, semantic analysis, component analysis and comparative analysis. This aspect of vocabulary related to insects has not been studied. The analysis revealed differential semes in the differential features of the aspect "insect impact on objects of the surrounding world" in Russian and Chinese, as well as differences and similarities in the representation of these features in the two languages. The article notes that in Russian, 20.58% of lexemes refer to the general characteristics of insect exposure to someone and something, while in Chinese this figure reaches 46.15% (in accordance with the selected corpus of entomonyms).It was found that in the Russian language, the lexemes and the effects of insects on objects in the surrounding world are mostly characterized in a negative way. The definitions focus on the harmful nature of the effects of insects on flora, including agriculture, fauna and humans, as well as on human household items. In Russian cases, there is a beneficial effect of insects on objects of the surrounding world. In Chinese, insects are also divided into harmful and beneficial, depending on their role in the ecosystem. In their definitions, a clear juxtaposition of beneficial and harmful insects is carried out, the different nature of the impact of insects on the ecosystem during their metamorphosis and depending on external conditions is recorded.

Keywords: objects of the surrounding world, impact of insects, semantic analysis, differential feature, differential seme, aspect, entomonyms, insect, Russian language, Chinese language

Abstract: Although modern science operates with terms accepted in general linguistics to describe the phonetics and phonology of Arabic, not all scholars agree with this approach. Saad Maslukh's dissertation «Acoustic Characterization of Arabic Consonantism and Vocalism and the Norms of Poetic Rhyming» can be considered a striking example of the fact that Arabic linguistics continues, albeit not always explicitly, to rely on harf as the basis of its prosodic structure, which is directly related to phonetics and phonology. This becomes evident when comparing the text of the thesis with treatises on grammar from the classical period, which are based on the harf structure of Arabic prosody, and with the works of modern scholars who have adopted the terminological basis of Western linguistics. Maslukh bases his conclusions on experimental data. He is convinced that the ratio of the long vowel to the short vowel in Arabic is 4:1, which differs considerably from the common opinion that the long element is obtained from the juxtaposition of two short ones. When the shortening is severe, speakers cease to recognize words they are familiar with. In some cases there was a qualitative change of sounds. On the basis of these data, the scholar argues that prosodic and phonemic length in Arabic are of a different nature, which never allowed long and short vowels to appear together within a single rhyme. This can also be considered as a confirmation of the theory that the short vowel is an integral part of the harf with a realized consonantal component, while the long vowel is an independent unit. It can be said that the study of prosodic phenomena of Arabic language with the help of experimental phonetics and based on the harf theory can give the most complete view of this level of the language.

Keywords: arud verse, pausal form of the word, mora, Arabic linguistic tradition, syllabe, sound, harf, Ibrahim Anis, Saad Maslukh, vowel length

Abstract: The advent of ChatGPT opens up new opportunities for improving the teaching methods of business interpretation, especially in such a complex language combination as Russian-Chinese. Despite significant progress in the field of machine translation, the role of a human translator remains indispensable, especially in the field of business interpretation, where a deep understanding of the cultural context and features of intercultural communication is required. In this regard, there is a need to develop new approaches to training translators that will effectively integrate the capabilities of artificial intelligence into the educational process while maintaining the focus on developing students' professional competencies. In the context of the rapid development of artificial intelligence technologies and their integration into the educational process, the issue of effective use of modern digital tools in the training of professional translators is becoming particularly relevant. The subject of the research is the method of integrating artificial intelligence into the process of teaching business interpretation. The research methodology is based on the integrated application of qualitative and quantitative methods, including longitudinal observation, in-depth interviews with experts, and statistical analysis of learning outcomes. The scientific novelty of the research is the development of an innovative teaching methodology for business interpretation in a Russian-Chinese language combination with the integration of artificial intelligence technologies. For the first time, a comprehensive approach to using ChatGPT as a multifunctional tool in the educational process has been proposed, including a system of specially designed exercises and methods for assessing translation competencies. An original modular course structure has been developed that combines traditional teaching methods with artificial intelligence capabilities to create authentic business communication situations. A unique method of designing educational assignments using ChatGPT has been created, based on the principle of gradual complication of the material and taking into account the specifics of Russian-Chinese business communication. The effectiveness of the developed approach has been empirically proven through a system of longitudinal observation and statistical analysis of learning outcomes. The results of the study demonstrate a significant increase in the effectiveness of the educational process when using the developed methodology, which is confirmed by statistical data and positive feedback from participants in the educational process.

Keywords: machine translation, cross-cultural communication, modular training, translation competencies, methods of teaching translation, artificial intelligence, ChatGPT, Russian-Chinese combination, interpretation services, business sphere

Abstract: The article dedicated to the importance of the human voice and its opposition to silence, the author's attitude through the prism of the sound of the voices in Alessandro Baricco's novels. The subject is the literary techniques which Alessandro Baricco adds to express the sound in the written text. The object of the research is the original Italian texts "Silk" and "Sea - Ocean", published by the Rizzolli, which are compared with the Russian translation by Gennady Kiselyov. By analyzing original texts is possible to show the author's intention to make voices of the heroes not only the defining features of the character, but also an independent unit of a literary work. The article identifies the literary techniques which help Baricco to transmit a sound to a written text, shows the innovation of Alessandro Baricco's poetics, the syncretism of his literary works with music and theater, cinema and television. The author uses a textual analysis, compares the semantics and pragmatics of the original texts in Italian with their reflection in the translation into Russian. Semantic analysis reveals unique stylistic features and interrelationships with various types of art. The biographical method helps to understand the writer's desire to convey the sound of his voice in the written text most accurately. In conclusion of article the author stresses the importance of the opposition of speaker and listener, sound and silence. The author gives special philosophical meanings to the human voice. The sound of the voice in the written text is conveyed using a literary trope. The scientific novelty of the work is due to the intention to examine the little-studied aspects of Baricco's literary works related to his activities in the world of art and culture, going beyond literature. Purpose of the article's is to increase interest in the Baricco's works in various fields of art and culture, to identify the uniqueness of his novels.

Keywords: postmodernism, Alessandro Baricco, Italian literature, synecdoche, metonymy, syncretism, character of the heroes, sound, voice, opposition

Abstract: The author analyzes a fragment of the religious worldview of the Eastern and southern Slavs associated with the perception of celestial space. The research was conducted on the basis of canonical biblical texts and works popular in Ancient Russia of the X–XVII centuries containing information about the world order (Severian Gabalsky "Six speeches about the universe / Shestodnev"; John Damascene "Theology"; "Palea the Sensible"). The study of the field of verbalizers of the concept of "Heaven" in the texts of the Holy Scriptures revealed the presence of several meanings of the noun "heaven". The biblical texts contain references to the components of the firmament: the firmament of heaven, created on the second day of Creation, and the spiritual invisible sky – the place of God's presence. However, an analysis of exclusively classical biblical texts and their commentaries did not make it possible to build the structure of the concept of "Heaven" in the Christian worldview. To this day, interpretations of the semantics and etymology of the name "firmament" for the designation of the firmament are controversial. In non-canonical Christian texts, ideas about the heterogeneity of the aboveground space are concretized and illustrated with examples that are understandable to the reader. The sky is interpreted as a plane that exists parallel to the earth's surface; as a dome resting on the earth; as a sphere that has no support and is held only by the power of divine design. The differentiation of the sky into "existing, visible" and "heaven – the upper sky" is complemented by the concept of a boundary separating the material world from the higher ideal world. The overlap was associated with masses of water that turned into ice and looked like crystal. The verbalizers of these representations were the linguistic units "firmament", "firmament of heaven", "condensation of ice". Consequently, in the ancient Russian worldview of the X–XVII centuries, the first level of the sky could act as the very "solid" boundary that separated the material world from the higher ideal world. The scientific novelty of the research is determined by an attempt to recreate the concept of "Heaven" in the worldview of an Orthodox Christian of the X-XVII centuries.

Keywords: non-canonical texts, The Holy Scriptures, the sky is above, Heaven of heavens, The sky is visible, The firmament of heaven, the structure of the firmament, The Sky concept, religious worldview, The picture of the world

Abstract: The author discusses artificial intelligence (AI) technologies in the field of digital HR communications, their prospects and risks. The object of the research is digital HR communications, and the subject is the use of AI technologies in personnel management and optimization of HR processes. The impact of digitalization on the processes of recruitment, adaptation, training and retention of employees is investigated, as well as the advantages and disadvantages of implementing AI in HR are analyzed. Examples of domestic and foreign platforms using machine learning algorithms to automate recruiting, predict staff turnover, and personalize corporate training are given. Barriers that slow down the integration of AI have been identified, such as high cost, the need for adaptation, and the complexity of working with big data. The strategic importance of HR digital transformation for improving business efficiency is pointed out. The prospects for the development of Russian HR solutions in the context of technological competition and government support are considered. The author uses methods of analysis, comparison, forecasting, generalization, as well as the study of statistical data. The scientific novelty of the article lies in a comprehensive analysis of the opportunities and risks of introducing artificial intelligence (AI) technologies into the field of digital HR communications. The study examines current trends in the use of AI in personnel management, analyzes domestic and foreign platforms for automating HR processes, and identifies key barriers to digitalization of HR departments in Russian companies. It is concluded that the introduction of AI can significantly improve the efficiency of HR processes, reducing time and financial costs. Western companies are more actively using AI in recruiting, employee training, and data analysis, while Russian enterprises are just beginning to adapt such technologies. The main barriers to HR digital transformation in Russia remain the high cost of development, the need to adapt foreign solutions, and insufficient digital maturity of companies. However, government support for domestic IT products can help accelerate the digitalization of HR processes. In the future, the successful integration of AI into HR communications will provide companies with competitive advantages by optimizing work processes and increasing employee motivation.

Keywords: Information technology, Machine learning, Mediatization, Automatization, Artificial intelligence, Digital communication, Mediacommunication, Communication management, Communication, HR

Abstract: The subject of the article is the history of discourse development, the current situation, the characteristics of language at different stages, and its problems. The object of the study includes various practices of political media discourse in Chinese and foreign communication space, including traditional media, documentaries, virtual space and other media. We accomplished the following tasks in the research : 1) Described the history of the development of political discourse in China and the characteristics of each stage of its development in both Chinese and international dimensions. 2) Identified the problems and challenges facing the development of Chinese political discourse at present. 3) Attempt to find ways to solve the problems of discourse development and look into the future. The paper uses the methods of case analysis, comparative and descriptive analysis, as well as generalization and outline. Critical discourse analysis, multimodal discourse analysis, cognitive linguistics, narrative theory and intercultural communication methodology served as the theoretical basis. The scientific novelty of the study lies in the fact that it presents a comprehensive picture of the development and transformation of Chinese political media discourse in recent years from a macroscopic perspective, and summarizes the features and new trends in Chinese political communication. The results of the study show that Chinese political media discourse has achieved the transition from unidirectional ideological output to diversification of content and form. From a linguistic perspective, it can be determined that Chinese political media discourse at this stage faces developmental challenges such as monotonous vocabulary, limited narrative, lack of audience adaptation and cultural differences. In the context of the new era, Chinese political media discourse should enrich vocabulary and sentences, utilize different linguistic styles of speech, change narrative perspective and adapt to cultural differences.

Keywords: strategy, problems, evolution, lexis and syntax, cultural adaptation, narrative prospect, language styles, international communication discourse, political media discourse, China

Abstract: Fake news is a global media security challenge. In China, the scale of this problem is growing with the development of social networks as an element of information resources – fake materials are actively distributed in parallel with the introduction and popularization of digital technologies in the public Internet infrastructure. The competitiveness of the People's Republic of China in the international market and its political power force hostile organizations and countries to destabilize the harmonious development of the country through such information warfare tools as fake news and psychological pressure on the audience by exaggerating the danger of certain incidents or suppressing their positive correlates, as well as hoaxes of events. The result of the publication of false data on healthcare, politics, history, economics, international relations and other important areas of human activity is mass riots, popular unrest, sabotage and intimidation of users. The fake news phenomenon is complicated by the fact that artificial intelligence makes it possible to create and distribute fake content, including deepfakes, among thousands of users. Moreover, the material generated by the neural network disorients the audience – most people are unable to determine the reliability and relevance of the news. The results of this study suggest that the specificity of fake news representation lies in the generation of textual and audiovisual false material through artificial intelligence, the product of which is almost similar in all its characteristics and parameters to a reliable source (the website of a reputable professional publishing house) and a person (a renowned journalist or expert) covering media content. The article used such methods as theoretical analysis of scientific literature on the identified issues, descriptive method, data aggregation (tabular method), component analysis, as well as systematization and interpretation of the obtained material.

Keywords: fake news, content consumers, representation, China, media, mass media, digital media, social media, false news, news

Abstract: The article analyzes the correlation of the key concepts of "crisis", "conflict" and "risk" in the context of the political sphere in order to identify common and special characteristics of crisis and conflict communication. Special attention is paid to the communicative aspects of such social phenomena as crisis and conflict. The author considers different approaches to determining the correlation of key concepts. The article was based on the ratio of "conflict" and "crisis" as phases increasing in their negative consequences, accompanied by a multiplication of risks that can accelerate the process of transition from one stage to another. The main focus is on the use of crisis and conflict communications in the field of politics. Significant differences between crisis and conflict communications are highlighted in terms of audience, goals, channels, etc. Common features are also described, including in the field of using technologies to reduce social tension. The methodological basis of the research is the work of domestic and foreign authors who consider conflict and crisis phenomena in the context of the political sphere. Based on the work of modern researchers, the limitations of classical approaches (R. Darenfort, L. Kozer) in relation to the political processes taking place in the 21st century are noted. The expansion of the strategic tasks of crisis communications of the state is noted in connection with the increase in risks leading to the destabilization of society. The general characteristics of conflict and crisis communication are highlighted, among which are similar principles of communicative interaction between the state and society (information openness, the operational nature of communication, the use of a wide range of channels), as well as features of two types of communications: scale, different levels of risks, opportunities for rapid localization of a conflict situation, etc. One of the conclusions of the study is to determine the need to review the anti-crisis management system in the political sphere, where it is important to clearly define the boundaries of crisis or conflict communications, since the choice of technologies and tools will depend on this.

Keywords: Political risks, Risks, Political crisis, Political conflict, The political sphere, Crisis communications, Conflict communications, Communications, Political communications, Social tension