Abstract: The relevance of this work is associated with the attention of modern linguistics to the problems of studying the language of the city – a multifaceted phenomenon studied today from linguistic, historical, cultural and other sides. The purpose of the study is to classify urban names of new cities of Transbaikalia using Severobaikalsk as an example. The town is the most important settlement, the emergence of which is inextricably linked with the construction of the Baikal-Amur Mainline, so the study of the Soviet legacy and new nomination practices is especially interesting. The area of consideration includes the most stable layer of onomastics – godonyms and the most mobile – ergurbonims, which very quickly reflect social and cultural changes. The research methods : the continuous sampling method was used to select the empirical material (godonyms and ergourbonyms). Structural-descriptive and quantitative methods were used to classify urbonyms and interpret the results, allowing to focus on the content of urbonyms and calculate the frequency of urbonym groups. The scientific novelty consists in the fact that works on the study of urbonymy and ergourbonymy of new towns of Transbaikalia are practically absent. The paper involves unused factual material, 177 urbonyms (names of streets, lanes, avenues, quarters) and more than 270 ergourbonyms (names of cafes, canteens, shops, studios, hairdressers, hotels and other objects of Severobaikalsk) are analyzed, their functions are described. The results of the study consist in identifying 11 thematic groups of godonyms and 11 groups of ergurbonims, among which are names referring to the Soviet past, geographical, metaphorical, navigational names, etc. The role of the Soviet past is great in the system of godonyms, ergurbonims to a greater extent reflect modern trends in the development of the onomastic system.

Keywords: Transbaikalia, new town, types of ergourbonyms, classification of godonyms, Severobaykalsk town, ergonym, onomastics, urban name, godonym, city language

Abstract: Some large media companies, faced with the crisis associated with the emergence of the Internet, gradually came to the idea of extending the media brand. They sought to create revenue models that would go beyond charging for content and selling audiences to advertisers. Their goal was to use the value of the media brand, expanding it to new products and services. The purpose of this paper is to study how media companies use brand equity with positive, strong and unique associations to facilitate the launch of new, non-traditional media products or services. The subject of the study is the influence of the media brand on the commercial viability of media activities in the context of digitalization. The object of the study is the problem of expanding the media brand. The article examines the experience of foreign and Russian companies in the field of horizontal (media) and vertical (non-media) expansion of the media brand. The study for the first time focuses on the experience of the media holding "Komsomolskaya Pravda", which took initiatives aimed at developing other sources of income to expand the boundaries of the business. Using the method of in-depth interviews conducted with an employee of the online sales service of a media holding in 2019 and 2025, the author studied the long process of creating a full-fledged book publishing house based on the Komsomolskaya Pravda media holding. The experience of this media outlet can be used in the practical activities of editorial offices of Russian media companies. The author came to the conclusion that in the 21st century, media companies began to actively use brand equity with positive associations to facilitate the launch of goods or services on the market. The sale of non-news products is more complex and is only advisable for strong brands with a strong image. It can have a great influence on the attitude towards the additional product, since consumers rely on their impression of the original brand. Strong media brands are positioned in people's minds even when they do not consume them. Media companies are in a unique position in creating and expanding their brand equity. The fact that they own and control communication tools that reach a huge number of consumers every day is a huge asset.

Keywords: Branding, Media image, Non-news media products, Club system of the media company, Media convergence, Online Media Stores, E-commerce, Media Brand Expansion, Media Brand, Brand equity

Abstract: The article examines the motif of dreams in the works of M. Yu. Lermontov as a key element of his artistic world, reflecting the poet's philosophical reflections on fate, reality, and illusion. Analyzing Lermontov's poetic works, the author identifies the main functions of the dream : the desire to escape from reality, prophetic revelations, the recognition of the illusory nature of the world, and the symbol of inanimate nature. Special attention is given to the dualism of dreams and reality, where the protagonist balances between the ordinary and the fantastic, striving to find the truth but facing even greater uncertainty. The relevance of the research article is to enrich the experience of studying Russian literature, and that in deepening the analysis of the works of M.Y. Lermontov. The methodological foundation of the research includes elements of comparative and structural analysis, allowing the study of the artistic representation of dreams in Lermontov's poetry. Methods such as descriptive method, system-semantic analysis method and comparative method will be used as the main method. The research results show that dreams in Lermontov’s works serve not only a narrative and symbolic function but also express philosophical concepts related to existential questions of human existence. The study demonstrates that the dream in Lermontov's poetry is multifaceted: it symbolizes the boundary between reality and illusion, foresees inevitable fate, and serves as a means to access various levels of consciousness. The scientific novelty of the study consists in the expansion and deepening of the dream motif in the lyrics of M. Y. Lermontov. The conclusions of the article emphasize the importance of this motif for understanding Lermontov's worldview, his views on life, death, and the impossibility of achieving absolute knowledge. The motif of dreams occupies an important place in Lermontov's poetry.

Keywords: artistic world, boundaries of consciousness, metaphysics of dreams, existential philosophy, fate, prophetic dream, reality and illusion, Romanticism, Lermontov, dream motif

Abstract: The subject of the study is the specifics of the interaction of literary traditions of Russia and China, considered within the framework of a comparative analysis of the original and translation of the works of F. M. Dostoevsky and presented in the context of the cultural characteristics of both nations. The purpose of the study is to identify the key features of the original and translation of the writer's works into Chinese and their relationship with the Chinese literary tradition within the framework of the development of Russian-Chinese cultural relations. Objectives of the study: to examine how the central themes and motifs of Dostoevsky’s works are perceived and interpreted within the framework of the Chinese literary tradition; to identify significant cultural factors characteristic of China and having a significant impact on the perception of the works. The research methodology is represented by: methods of comparative analysis, which allow us to compare both the original texts with their translations, and the Russian and Chinese literary traditions in general; methods of content analysis, aimed at studying the specifics of the interpretation of key themes and motifs; methods of cultural anthropology for a deeper understanding of the cultural context in which the translation is carried out. In accordance with the main findings of the study, it is important to note that translations of Dostoevsky's works into Chinese demonstrate significant cultural transformations, caused mainly by differences in mentality and worldview. The novelty of this study lies in the fact that for the first time a comparative analysis is conducted not only of the original and translation of Dostoevsky’s works, but also of the cultural context of their perception and interpretation, which allows for a deeper understanding of how Russian and Chinese literary traditions intersect and interact with each other.

Keywords: text adaptation, intercultural dialogue, interpretation, artistic techniques, central themes, cultural context, works by Dostoevsky, cultural transformations, literary traditions, philosophical ideas

Abstract: The article is dedicated to the study of the evolution of "New Wave" fantasy literature from the 1960s to the 1970s, based on the works of three central figures in contemporary English-language fantasy literature: Roger Zelazny, George Martin, and Neil Gaiman. It specifically discusses the transformation that fantasy underwent over several decades, starting with the movement of so-called "New Wave" authors in the second half of the 20th century, up to the postmodern literature of the early 21st century. The focus is primarily on identifying and characterizing key features of contemporary English-language fantasy, such as intertextuality, the inclusion of mythological symbols in the text, references to psychoanalytic theory, and the blending of various genres. The methodology employed in this study includes comparative, literary, and historical-cultural analysis, as well as the study and generalization of information. The scientific novelty of this research lies in the attempt to trace the roots of contemporary fantasy, the canons of which were shaped by the work of American science fiction writer Roger Zelazny. Analyzing the key works of the discussed authors allowed for the identification not only of common features but also for pointing out the vector of their transformation and reinterpretation in the works of fantasy writers from the late 20th to the early 21st century. The literature of the "New Wave" in the 1960s and 1970s revolutionized fantastic literature by breaking down the boundaries that existed between genres, bringing popular literature closer to high literature, and fostering their mutual enrichment. The poeticization of prose, the use of multilayered allusions, psychoanalytic theories, syncretism, and the blending of various mythological systems with contemporary realities constitute the creative legacy of Zelazny, which is organically embraced by his followers—Martin and Gaiman.

Keywords: Gaiman, Martin, Zelazny, science fantasy, science fiction, English language fantasy, New Wave, foreign fiction, intertextuality, mythology

Abstract: The scientific novelty of this study lies in its innovative perspective on the role of stereotypes as comedic tools in television productions, specifically investigating their impact on audience perception and intercultural communication. This research introduces a novel approach by focusing on the British sitcom "Mind Your Language," which serves as a case study for examining how national stereotypes are employed to produce humor within a televised format. By dissecting the exaggerated portrayal of national traits—such as accents, cultural characteristics, and behaviors—the article provides fresh insights into the mechanisms through which these elements elicit comedic effects and contribute to entertainment value. What sets this study apart is its dual focus on both the comedic and sociocultural dimensions of stereotype usage. It not only analyzes the immediate humor derived from these portrayals but also delves into the broader implications for cross-cultural understanding and dialogue. The research acknowledges criticisms surrounding the potential overuse of stereotypes and the risk of reinforcing negative perceptions; however, it simultaneously highlights the role of such stereotypes in diffusing tension and promoting humorous engagement with cultural differences and misunderstandings. Moreover, the study opens avenues for further exploration by proposing an analysis of the influence of national stereotypes in cinematic discourse on viewers from diverse cultural backgrounds. It advocates for assessing the effectiveness of humor as a strategic tool for bridging intercultural gaps, enhancing mutual understanding, and fostering tolerance. This expanded perspective underscores the potential of television comedy not only as a source of entertainment but also as a platform for promoting intercultural empathy and dialogue in an increasingly globalized world.

Keywords: humor, cultural Barriers, exaggeration, cultural characteristics, intercultural communication, national stereotypes, comedic effect, audience Perception, film discourse, linguoculture

Abstract: The subject of this research is the development of a comprehensive system of standards for assessing the quality of political discourse translation using large language models. The study focuses on creating an integrative approach to evaluating the translation of Chinese political discourse into Russian, which is particularly relevant in the context of strengthening the Russian-Chinese strategic partnership. The developed three-level assessment model takes into account the specifics of political discourse, characterized by a high degree of terminological density, conceptual specificity, and ideological marking. The model is based on parameters of informational integrity, linguistic accuracy, and intercultural readability, providing a comprehensive analysis of translation at all levels: from lexical and syntactic correspondence to the transfer of semantic relations and cultural-pragmatic aspects. Special attention within the research is given to applying the technological capabilities of large language models for automated analysis of translation problems and improving the political text translation. The proposed system takes into account the requirements of the "Basic Standards for Translating Chinese Political Discourse," adapting them to the context of Russian-Chinese intercultural communication. The research methodology is based on a systematic analysis of classical and modern translation assessment models, followed by functional modeling of an integrative approach that combines linguistic theories, computational methods, and the capabilities of large language models for translation assessment. The scientific novelty of the research lies in bridging the gap between theoretical models of translation assessment and their practical implementation by integrating traditional linguistic approaches, computational methods, and industry standard requirements with the technological capabilities of large language models. For the first time, a detailed structure for assessing the quality of political discourse translation with 10 second-level parameters and 36 third-level parameters is proposed, providing a comprehensive analysis of translation activity. It has been proven that the use of large language models significantly increases the efficiency and objectivity of assessment through deep semantic analysis and automated diagnosis of translation problems. The developed system has high practical value, being applicable both for analyzing completed translations and for predicting potential difficulties in translating political texts in the context of Russian-Chinese intercultural communication.

Keywords: Russian-Chinese communication, automated translation diagnostics, intercultural readability, linguistic accuracy, information integrity, integrative approach, large language models, political discourse, assessment standards, translation parameters

Abstract: The subject of the study is the paremiological fund of the Russian and Chinese languages. The object of the research is proverbs as elements of the phraseological system that reflect the cultural and value attitudes of ethnic groups. The author examines such aspects of the topic in detail as the interpretation of proverbs in Russian and Chinese linguistic traditions. In Russian linguistics, paremiology is defined as stable, reproducible expressions with instructive content, which encapsulate folk wisdom, morality, and traditional views. In Chinese linguistics, proverbs are classified as part of phraseology and include forms such as (idiom, chengyu), (proverb, yanyu), (allegory, xiehouyu), (phraseological combination, guanyunyu), and (saying, suyuy). Special attention is given to the reflection of historical experience and the system of value dominants in Russian and Chinese proverbs. A linguistic and cultural analysis of proverbs related to the image of a husband and wife reveals their connection to patriarchal moral and ethical attitudes. Despite the emphasis on the dependent position of women, proverbs also capture the idea of mutual respect and agreement as essential values of family life. The description of the roles of husbands and wives in Russian and Chinese paremiology has an ambivalent nature. This article employs comparative, component analysis and linguistic and cultural commentary methods. The main conclusions of the conducted research are the identification of the fact that proverbs about husbands and wives in the Russian and Chinese paremiological fund reflect traditional patriarchal and androcentric notions of family roles. In both linguistic cultures, the importance of agreement and mutual respect between spouses is emphasized as the foundation of family well-being, despite the noted dependence of the wife on the husband. A unique contribution of the author to the research topic is the comparative analysis of proverbs from the two languages, allowing for the identification of common value orientations associated with family and drawing attention to the ambivalence of the images of husbands and wives, which reflects the multifaceted cultural perception of marital relations. The novelty of the research lies in the linguistic and cultural approach to the study of paremiology, revealing deep layers of national worldview, fixed in brief and metaphorical sayings. The author demonstrates that, despite cultural differences, both traditions convey important family values through proverbs, passed down from generation to generation.

Keywords: Russian linguistics, Chinese linguistics, linguistic and cultural foundations, paremiological foundation, proverb, paremia, husband, wife, Chinese language, Russian language

Abstract: This study analyzes the symbolic role of the glass paperweight in George Orwell’s 1984 as a lens to expose totalitarian mechanisms governing history, memory, and humanity. The artifact embodies three key functions: a relic of a lost past, a metaphor for resistance against “Ingsoc,” and a symbol of freedom’s fragility. It connects to historical falsification via the “Ministry of Truth” and “memory holes,” activates Winston’s suppressed memories, and contrasts with the dehumanizing “telescreens” that erase individuality. Its destruction allegorizes the eradication of dissent, while its fragility mirrors Winston’s fate and its transparency echoes the regime’s omnipresent surveillance. Methodologically, the study combines structural-semantic text analysis (lexical patterns), philosophical interpretation of totalitarianism, and comparative examination of Oceania’s dystopian elements (“Newspeak,” surveillance). The novel contribution lies in systematizing the paperweight’s symbolism, previously overlooked, to unify the novel’s core themes: historical manipulation, cognitive control, and dehumanization. Key findings reveal: The paperweight materializes “forbidden” memory; its shattering by the Thought Police parallels Winston’s psychological collapse, illustrating individual resistance’s futility. Its destruction marks the triumph of technological control (“telescreens”) over human emotion and aesthetics, while fragmented memories fail to reconstruct alternative histories. The artifact’s contrast with totalitarian tools underscores the power imbalance in pursuing truth, highlighting rebellion’s impossibility under panoptic surveillance. By framing Orwell’s use of a minor object to convey universal dystopian principles, the study bridges 1984 to modern digital authoritarianism—mass surveillance and algorithmic manipulation—demonstrating its enduring relevance. These insights deepen understanding of the novel’s symbolic structure and its resonance with 20th–21st-century political philosophy, offering frameworks to analyze evolving totalitarian practices.

Keywords: Suppression of Dissent, Ingsoc Ideology, Dystopian Literature, Surveillance and Monitoring, Technological Authoritarianism, Memory and Oblivion, Dehumanization, Historical Falsification, Totalitarian Control, Symbolism of the Glass Paperweight

Abstract: In the 21st century, globalization has led to the emergence of new objects, concepts, and phenomena, prompting the creation of new words and neologisms. Languages that use logographic writing systems possess a unique tool for recording neologisms, which enables them to coin new words not only through phonetic borrowings but also by creating compounds from meaningful character-morphemes that reflect the essence of the concepts they denote. This article explores the strategies of recording and the methods of forming new words in 21st-century Chinese and Japanese, as well as the relationships between them. Particular attention is given to the potential mutual influence of Chinese and Japanese word-formation processes, considering the presence of neologisms in both languages that share identical or similar logographic compositions. To identify the mechanisms of neologism formation and to determine the differences and intersections between the two languages, a sample of 70 high-frequency English neologisms—documented in the Oxford Dictionary after the year 2000—was compiled. These neologisms were grouped into seven thematic categories. For each English term, corresponding equivalents in Japanese and Chinese were identified and subsequently analyzed through comparative methods. The analysis reveals that Japanese tends to favor phonetic borrowings, whereas Chinese shows a stronger inclination toward calquing and the creation of new logographic compounds. In scientific vocabulary, both languages exhibit parallel word formation, wherein new words are independently coined in each language without direct borrowing from one another. Borrowings of neologisms from Japanese into Chinese are occasionally observed in scientific domains such as physics, chemistry, and medicine. However, borrowings from Chinese into Japanese are virtually nonexistent, aside from a few rare phenomena related to popular culture. Overall, globalization has contributed more to the growing lexical dependence of both languages on English than on each other.

Keywords: Japanology, Sinology, root compounding, linguistic globalization, word formation, phonetic borrowings, partial calques, calques, logography, neologisms

Abstract: The article is devoted to the study of lexical units in the context of cultural and linguistic sovereignty, viewed through the prism of the works of Berdyaev. The purpose of the study is to identify lexical elements that serve as a reflection of cultural and linguistic sovereignty, as well as the philosophical views of the author, which allows for a deeper understanding of the relationship between language, culture and philosophy. The methodology of the research is represented by the methods of comparative analysis (which allowed to compare the vocabulary presented in the works «Russian Idea…», «Self-knowledge…», «The Fate of Russia…», etc.), contextual analysis (made it possible to identify the influence of social, historical, cultural factors on the formation of the meanings of units in these works), interpretation of texts (ensures the analysis of units that form the cultural context and semantic connections). As a result of the study, it was established that the lexical units used by Berdyaev can be conditionally divided into two main groups: the first group is lexical units of cultural-linguistic sovereignty in the implicit mental sphere; the second group is lexical units of cultural-linguistic sovereignty in the explicit sphere of historical mentality. The obtained results of the study can be used in the development of methodological recommendations in the field of teaching philosophy and cultural studies, and can also become the basis for subsequent philological research. The novelty of the study is due to the fact that for the first time, within the framework of the analysis of Berdyaev's works «The Russian Idea…», «Self-Knowledge...», «The Fate of Russia...», etc., a systematization of vocabulary reflecting cultural and linguistic sovereignty is carried out, with an emphasis on its influence on the formation of domestic philosophical and cultural identity.

Keywords: vocabulary of explicit culturalism, vocabulary of russian messianism, vocabulary of russian orthodoxy, vocabulary assessing catholicism, cultural identity, explicit sphere, implicit mental sphere, comparative analysis, creativity of Berdyaev, cultural and linguistic sovereignty

Abstract: The subject of the study in the article is the composition of Russian lexemes naming negative emotions. For this purpose, the content of the concept of "negativity" is considered. Attention is drawn to the fact that when using it, it is necessary to distinguish between emotions that bring suffering to the subject and emotions that are negatively assessed by society and the object to which they are directed. In addition, the issue of objective criteria is discussed, on the basis of which it is possible to separate the names of emotions from emotive vocabulary of another type - from the designations of manifestations of emotions. As a result, following O. N. Lyashevskaya and E. V. Paducheva, it is proposed to use as the main criterion for the presence of the function of naming an emotion in a lexeme its stable combinability with the words to experience, to feel and feeling. The second part of the article presents the results of applying this criterion to the preliminary list of candidate words. In its compilation, the material of semantic dictionaries and the division into groups of emotions proposed by L. G. Babenko in the dictionary "Alphabet of Emotions" were used. The analysis was carried out based on the search for collocates in the Main Corpus of the National Corpus of the Russian Language. As a result, from the original list, which included lexemes denoting not only emotions, but also their manifestations (events, qualities, etc.), nouns were extracted that most often mean what native Russian speakers characterize as names of negative feelings. The results obtained are presented in the form of complete lists of nouns distributed among groups of negative emotions. In conclusion, it is concluded that the applied method allows to establish the lexical core of Russian names of negative emotions, as well as to establish the most lexically differentiated groups of such emotions in the Russian language. Such groups turned out to be GRIEF, SHAME and HOSTILITY.

Keywords: analysis of lexical meaning, semantic groups, semantic dictionaries, corpus linguistics, collocates, combinability, negative emotions, names of emotions, category of emotiveness, comparison of languages

Abstract: The object of the study is the media image of a successful woman in business journalism. The subject of the research is the professional status in the media portrait of an influential woman from Saint Petersburg according to the newspaper "Delovoy Peterburg." The author examines aspects of the topic such as the visuality of journalistic material in a business publication, the alignment of the media image of women with national security interests, and the impact of the media portrait on public perception of female role models. Special attention is given to understanding women's roles within the family, which are particularly significant for women's successful self-realization in society. The method or methodology of the research: using the method of content analysis on the materials of a special issue of the leading business newspaper in the Northwestern region, "Delovoy Peterburg" No. 25 (6081) dated March 7, 2025, the media image of a contemporary influential woman from Saint Petersburg was identified in terms of media portrait and professional status. The empirical basis of the research consisted of 100 photos and texts. The novelty of the research lies in identifying the relevant media image of an influential woman from Saint Petersburg based on primary data derived from the materials of the leading business publication in the Northwestern region; a scientific definition of the concept “media portrait” is proposed. The main findings of the study include assumptions about the portrait of a businesswoman: a blonde with straight loose hair and Slavic appearance, around 50 years old. The most likely name is Elena. Possession of higher education, possibly a doctoral degree, is mandatory. The professional status may be designated as director, owner, or manager; the field of activity includes power, culture, or education. The media image of an influential woman should be conveyed not only through image and text but also contain information about professional status and family situation. A particular contribution of the author to the study of the topic is the identification of the compatibility of family and career within the female role model, as well as noting the insufficiency of this data in the media image of an influential woman from Saint Petersburg.

Keywords: image of a woman, influential woman, mediatization, marital status, business woman, media portrait, professional status, business publication, media image, Media

Abstract: The subject of the research is the peculiarities of expressing instrumental meaning in the speech of Russian children and Chinese students learning Russian as a foreign language. The article examines prepositional-case constructions with instrumental meaning and the specifics of their acquisition during language learning as both a first and second language. The main aim is to identify the features of expressing instrumental meaning in children's speech and the speech of Chinese language speakers learning Russian as a foreign language. The article analyzes the responses chosen by native speakers of Chinese and Russian during a linguistic experiment in the context of a task to describe a picture. The material was obtained during an experiment in which participants (25 Russian-speaking children aged 4-8 and 25 native Chinese speakers) described pictures using designated words. In the analysis of the experimental data obtained, a comparative and descriptive method was employed. Those learning Russian as a first and second language implicitly formulate internal rules for choosing forms to express instrumental meaning and make errors due to the specifics of this fragment of the language system. In the initial stages, language speakers and non-native speakers resort to a simplification strategy, using the accusative case without a preposition in a general object meaning. Then, the main means become the forms of the instrumental case: for children without a preposition, and for non-native speakers – both without a preposition and with the preposition "с." In later stages, differentiation occurs in ways of expressing instruments, means, and transport. The scientific novelty of the proposed work lies in the analysis of strategies for mastering case meanings, which helps to uncover similarities and differences in the process of acquiring Russian as a native and as a foreign language, and to clarify understandings of access routes to the mental lexicon at the initial levels of proficiency. The results obtained can be used for preparing students in the fields of "Linguistics" and "Methodology" as well as in the practice of teaching Russian as a foreign language.

Keywords: case meaning, foreign language, speech errors, Russian as a second language, Russian as a first language, prepositional-case constructions, ontolinguistics, instrumental meaning, child speech, instrumentative

Abstract: The subject of this study is the implementation of key poststructuralist and postmodernist ideas in Mark Z. Danielewski’s "House of Leaves" and Roberto Bolaño’s "2666". The object of the research is these novels themselves, examined as works of postmodern literature through the lens of philosophical concepts such as Michel Foucault’s discourse and genealogy, the “death of the author” as formulated by Roland Barthes and Michel Foucault, Jacques Derrida’s deconstruction, the rhizome, desiring-machines, and the body without organs developed by Gilles Deleuze and Félix Guattari, Barthes’ notion of myth as a secondary semiotic system, and Jean Baudrillard’s theory of the consumer society. The author closely analyzes such aspects of the topic as the novels’ multilayered discursive structures, the mechanisms by which philosophical concepts are implemented, and their influence on the reader’s perception. Particular attention is paid to the interrelation between philosophical ideas and literary technique, the formation of a new textual reality, and the critical rethinking of classical narrative forms. The methodological foundation of the research is based on poststructuralist and comparative approaches to textual analysis, previously tested by the author in the study of House of Leaves. The novelty of the research lies in its integrative approach to analyzing House of Leaves and 2666, which are here examined together for the first time through the lens of a broad range of poststructuralist concepts. The main conclusions of the study confirm the hypothesis that poststructuralist methods are productive for analyzing both texts and reveal the specific ways in which philosophical ideas are realized. The author’s particular contribution lies in the detailed description of the workings of such concepts as discourse, genealogy, the “death of the author,” deconstruction, desiring-machines, and the body without organs, as well as the substantiation of the idea that the texts of Danielewski and Bolaño function as open, rhizomatic, and decentralized structures. The study demonstrates that both novels enact a model of writing in which meaning is not fixed but exists in constant motion and transformation—an insight that enables a deeper understanding of the mechanisms of meaning production and disappearance in postmodern literature and contemporary culture as a whole.

Keywords: The body without organs, Post-structuralism, The Desire Machine, House of leaves, Simulacrum, Genealogy, Rhizome, Deconstruction, Discourse, Postmodernism

Abstract: The present study is a comprehensive analysis of manipulative influence technologies in modern media using the example of a coordinated campaign against Oleg Gazmanov (January 2023). The subject of the study are linguistic (emotive vocabulary, evaluative constructions), discursive (narrative strategies, framing) and network (algorithmic promotion, bot activity) mechanisms of constructing a negative media image of a public personality in the context of digital communication. The purpose of the work is to systematically identify and describe key technologies for creating and distributing propaganda content. The paper demonstrates how a combination of linguistic markers (clickbait headlines in 89% of cases) and network models (with a viralization rate of 4.3 publications per hour) transforms neutral events into large–scale media scandals. Special attention is paid to the processes of semantic distortion and artificial polarization of the audience. The content analysis of 147 publications and 3,218 user reactions (selected during the active phase of the media campaign) was carried out using quantitative (frequency calculation, percentage ratios) and qualitative methods (discourse analysis, linguistic analysis, identification of rhetorical techniques), including statistical data processing and linguistic analysis. The scientific novelty of the study lies in the application of a comprehensive analysis of media manipulation, combining linguistic (emotional-evaluative constructions, semantic distortions) and network (algorithmic distribution, bot activity) factors, unlike previous studies of media manipulation, focused either on linguistic aspects or on network dynamics separately. The mechanism of transformation of neutral events into scandals through artificial polarization of the audience is also revealed. The main conclusions: 1) modern media manipulation is a systemic process combining linguistic technologies and network algorithms: network algorithms (of social networks, search engines) identify and promote content with emotionally charged linguistic patterns; 2) effective counteraction requires comprehensive measures, including: a) automated monitoring of semantic distortions, b) regulation of social network algorithms, c) educational programs on media literacy. The results obtained open up new prospects for the development of digital hygiene technologies and the protection of the information space; 3) The social consequences of media manipulation are revealed: cognitive dissonance of the audience, value erosion, reputational damage through the mechanism of "guilt by association". The results can be used to develop information security measures, including regulatory and educational programs.

Keywords: media convergence, fake news, disinformation, propaganda, information polarization, semantic distortion, virality, clickbait, negative content, media manipulation

Abstract: The subject of this study is the techniques of individual-author transformation and construction of phraseological units. The object of this research is the language of the artistic prose of V. Pelevin. The aim of the study is to identify the specifics of the usage, transformation, and creation of authorial phraseological units in the artistic prose of V. Pelevin and to establish their relationship with the writer's idiolect. The article examines the transformations of phraseological units in the prose works of V. Pelevin and the stable combinations and expressions constructed by the writer as a characteristic feature of his idiolect. Special attention is given to studying the specifics of the phraseologisms created by the writer, which go beyond existing scientific classifications. The material for the study includes artistic works by V. Pelevin, covering the period from 2011 to 2024. The study employs methods of analysis, thematic classification, and systematization of linguistic material, contextual analysis, hermeneutic method, and descriptive-analytical method. The methodological framework consists of the works of V. V. Vinogradov, V. N. Telia, A. M. Melerovich, V. M. Mokiienko, N. A. Bozhko, and I. Yu. Tretyakova, dedicated to theoretical issues of transformation of phraseological units. As a result of the study, the specifics of the usage of phraseological units in the prose of V. Pelevin were identified. The main semantic and structural-semantic techniques of individual-author transformations of stable combinations and expressions were examined. It was established that the methods and techniques are more diverse and multifaceted than those in existing scientific classifications. Productive ways of constructing authorial stable combinations and expressions were identified. The main conclusion of the research is that individual-author transformations of phraseological units are a constitutive feature of V. Pelevin's idiolect. The scientific novelty of this study lies in the comprehensive examination and description of the techniques for transforming and creating authorial stable combinations and expressions, as well as the identification of phraseological transformations as one of the characteristic features of V. Pelevin's idiolect.

Keywords: structural-semantic transformation, semantic transformation, phraseologisms, postmodernism, literary prose, V. Pelevin, idiolect, individual-author transformations, stable combinations, phraseological units

Abstract: This article explores the linguistic and cultural characteristics of the verbal component in polycode political cartoons in Russian, English, and French, focusing on how these factors affect interpretation and perception in diverse sociocultural contexts. As a form of multimodal discourse, political cartoons integrate visual and verbal elements to produce complex ironic or sarcastic messages, whose translation presents both methodological and practical challenges. The object of the study is polycode political texts, while the subject is the verbal component, often saturated with cultural allusions, precedent phenomena, and stylistically marked language. The analysis demonstrates that even neutral or positively charged expressions, when juxtaposed with dark, absurd, or hyperbolic imagery, convey layered satirical meaning, which the translator must decode and render effectively. In intercultural communication, such texts often require not just linguistic equivalence but contextual adaptation and explanatory additions to preserve both the semantic and emotional depth of the original. The methodological framework of the study includes qualitative analysis, linguocultural and discourse-based approaches, as well as comparative and classification methods. The research material comprises a corpus of 90 political cartoons (30 in each language), selected through continuous sampling from open online sources. Based on the analysis, the article proposes an original typology of translatability for the verbal component, which includes three categories: fully translatable elements, partially translatable expressions, and those requiring adaptation or explanatory commentary. The choice of translation strategy depends on the genre specifics, visual context, and broader sociocultural conditions. Special attention is paid to the translator's role as an interpreter and cultural mediator, whose work demands a high degree of creativity, cultural awareness, and contextual sensitivity. The scientific novelty of the study lies in the development of a structured typology of translatability for the verbal component in political cartoons. This framework allows for a more precise selection of translation strategies based on textual characteristics, communicative goals, and cultural background. The findings contribute to a deeper understanding of cross-cultural interpretation mechanisms in satirical genres and expand the theoretical and practical foundation of multimodal translation studies.

Keywords: Cultural awareness, Base, Lexical meaning, Irony, Satire, Cultural context, Verbal component, Political cartoon, Polycode, Typology

Abstract: The subject of the study is the current state of communication activities in the process of social construction of historical memory, which emerges between state power and local communities. The object of the study is the process of constructing historical memory using communication means such as commemoration, mass media, and the internet. The author reviews contemporary research dedicated to commemorative practices, defines the essence and significance of commemoration in modern society, and establishes the channels of communication through which influence on public consciousness is exerted. Special attention is given to the study of regional experiences concerning the formation of historical memory about the Great Patriotic War and the feats of the Soviet people. For instance, using the Astrakhan region as an example, the author examines the processes that shape historical memory through the creation of spatial markers (monuments, museums, parks, etc.). The focus is on the coverage of these processes in the media and the internet, as well as the involvement of the local community. The research was conducted using general scientific methods of analysis and synthesis, allowing for the understanding of commemoration as a means of communication and an element of social reality. The case study method enabled the selection of specific communication means (commemoration, mass media, the internet) defined within the framework of the modern period of societal development. As a result of the conducted research, the author arrived at the following conclusions. There is an increasing focus on the process of forming historical memory. The study of information messages in mass media, social media channels, and news sections of websites belonging to regional state and municipal authorities supports the assertion that one of the central themes is the mobilization of collective memory about significant events of the Great Patriotic War. A territorial character is evident in the preservation of historically significant events in the consciousness of the local community and the formation of attitudes towards them. It has been established that this process is most actively carried out in anticipation of celebratory anniversaries of the Victory in the Great Patriotic War (the establishment of new monuments, parks, naming streets after heroes of the Great Patriotic War, etc.). The author's specific contribution to the study of the topic is the examination of commemoration as a means of communication in the process of constructing historical memory. The novelty of the research lies in the analysis of regional communication means (using the example of the Astrakhan region) utilized in the social construction of historical memory.

Keywords: Great Patriotic War, public opinion, public consciousness, mass media, memorialization, commemoration, historical memory, communication tools, social networks, spatial markers

Abstract: The modern comparative paradigm includes a multidimensional and comprehensive study of significant phenomena of structural, functional and linguo-pragmatic order of the world's languages. The phenomenon of military-political discourse and US-China trade wars in two languages is being analyzed in the article. The research subject is language expressive means in media texts on the issues of Donald Trump's US-China trade war in 2025 with a functional approach (in media and military-political discourse). The US-China trade war continues to be the focus of global news, with Chinese and American media scrutinizing its implications for the global economy. With the recent increase in tariffs from the US to the rest of the world, the situation is becoming increasingly tense. Donald Trump, the leader of the American nation, as a publicly speaking politician in the current geopolitical environment, must endeavor to effectively use the expressive possibilities of language in order to convince the audience of the correctness of his course, ideas and create a positive image of his personality. The study of Donald Trump's language functioning and discursive practices in political rhetoric is the most urgent direction of modern fundamental and applied linguistics. The aim of the article is to study the linguistic means of expression in Donald Trump's speeches during the US-China trade war of 2025, as well as the phenomenology of linguo-axiology of US-China political-military discourse. The main content is concentrated around analyzing the concepts of ‘linguistic means of expression’, ‘linguo-axiology’, ‘Donald Trump's political rhetoric’, and ‘trade wars’ precisely from a linguistic point of view. The digital media text acts as a unit of analysis in the study of contemporary Chinese-language and English-language (digital) media. This study examines such authoritative sources as 《环球网》,《搜狐》,The South China Morning Post, The New York Times, Fox News, The Washington Post, CNN, USA Today, The Guardian, The Wall Street Journal Guardian, and others. The choice of these digital media resources is conditioned by the fact that they cover a wide range of news agenda of international and domestic political character, which affect both geopolitical and social and economic agendas. It seems that such thematic diversity of material will allow us to comprehensively study the issues of China-US trade wars and linguistic means of expression in Donald Trump's political rhetoric.

Keywords: linguo-axiology, political-military discourse, language means, expression, political rhetoric, Donald Trump, digital media text, English-language media, Chinese-language media, trade wars

Abstract: This article is dedicated to the study of metaphorical discourse based on the theory of the five elements in Traditional Chinese Medicine (TCM) texts. The subject of this research is the metaphorical discourse based on the theory of the five elements in TCM classics. TCM theories are based on bodily experience, and they employ the metaphorical discourse of "the ability to find an example close (to oneself)" to explain concepts, using what a person knows to explain what they do not know. The aim of this article is to explore the metaphorical cognitive system of the five elements in the theory of five elements as a primary source, to understand how the ancients, through knowledge of the five elements, utilized the natural characteristics of the five elements as metaphors for interpreting the physiological features of the human body, the functions of internal organs, pathological phenomena, diagnosis and treatment, and other TCM concepts. From the perspective of research methodology, this work employs a literature study method—extensive collection of relevant information and detailed interpretation of typical metaphorical expressions—as well as a linguistic analysis method—semantic analysis of key terms and expressions to study their semantic connotations and metaphorical connections. The scientific novelty is reflected in the in-depth study of metaphorical discourse in Traditional Chinese Medicine based on the theory of the five elements, i.e., in the profound examination of the theoretical significance of TCM from the perspective of cognitive linguistics, which opens an innovative and scientific path for research. TCM is a treasure of national Chinese culture, and the theory of the five elements is one of its foundations. For a long time, the application of the theory of the five elements in TCM practice has been regarded as a unique cultural phenomenon, but this study employs a unique method based on an advanced perspective at the intersection of linguistics, cognitive science, and TCM. As a result of deep analysis, it is revealed that the theory of the five elements has constructed a rich and intricate metaphorical network within the discursive system of TCM.

Keywords: earth, fire, water, wood, metal, five elements theory, TCM metaphorical discourse, Traditional Chinese Medicine, cognitive linguistics, metaphor

Abstract: Politeness occupies an important place in interpersonal relationships, especially in the family, where it forms trusting and harmonious relationships. As the primary social unit, the family requires attention to communication, in which values and norms of interaction are laid down. This article explores the concept of «politeness» as a key element of successful communication within the family. The scientific and theoretical approaches are considered; its linguistic and cultural specifics are revealed. The subject of the study is a comparative analysis of the category of politeness in Kazakh and Russian languages. The purpose of the work is to identify the linguistic and cultural specifics of the associative series of the concept of «politeness», which form family values and bonds. The material was based on survey data among 181 respondents, which included closed and open questions about politeness in family communication, as well as data from lexicographic sources and empirical analysis. The research used methods of conceptual analysis, comparison, comparative analysis and statistical data processing. The practical significance of the work is determined by the possibility of its effective application to improve communication skills, including in various cultural contexts. The study conducted a comparative analysis of the national and natural specifics of the concept of «politeness» in Kazakh and Russian languages and its manifestations in family communication. The results of the study confirmed that politeness plays a key role in forming and maintaining trusting and harmonious relationships within the family, reducing conflicts and strengthening the emotional bond between its members. Thus, this study enriches the theoretical base on the topic and offers practical recommendations for optimizing family communication, which makes his contribution to the field of linguistics and cultural studies especially valuable and relevant.

Keywords: language barrier, concept, kazakh culture, russian culture, communication, mutual understanding, family relationships, politeness, respect, etiquette

Abstract: This article focuses on the linguistic and sociocultural features of Internet memes spreading in the information and communication space of the French-speaking province Quebec. The object of the study is memes posted on web portals or social networks as small-format comic texts. The subject of the study is their linguistic features, including territorial and sociocultural specifics. The integrity of a meme is determined by its content and formal characteristics, while the interaction of verbal and visual components forms its communicative and pragmatic potential. This interaction is supported by the means of expressiveness at different levels of language, including morphological, grammatical, syntactic and graphemic. The base of the study consisted of 75 French memes discovered during the year 2024, selected using a continuous sampling method. Resources for storing and disseminating Internet memes include blogging platforms such as ConneriesQc and social networks such as Facebook, Tumblr, etc. The choice of topics and the specifics of their interpretation are determined by the target audience of these resources, which allows us to consider an Internet meme as a precedent unit with specific cultural and national connotations. During the analysis, general (observation, description, analysis, synthesis, classification, comparison and quantitative counting) and specific linguistic methods were used: component analysis to describe verbal and visual elements, discourse analysis to assess the influence of the conditions of Internet meme realization on its versatility, contextual analysis for the linguistic interpretation of memes, as well as the method of textual interpretation. The scientific novelty of this study lies in the comprehensive approach to analyzing Internet memes as cultural phenomena, taking into account their linguistic features as well as sociocultural context. The results show that the choice of topics for Internet memes and their interpretation depend on the target audience of the platforms, which allows us to consider memes as precedent units with unique cultural and national connotation. The analysis revealed a significant influence of the interaction of verbal and visual components on the memes, as well as the role of expressive means in shaping their significance. Thus, this study emphasizes the importance of Internet memes as a communication tool in modern society and their ability to reflect the cultural characteristics of the residents of the French-speaking Canadian province Quebec.

Keywords: French language, sociocultural aspect, values, Canadian culture, irony, humor, Internet meme, social issues, identity, Quebecers

Abstract: The subject of this article is the depiction of V. K. Pleve in the retro-detectives of Nikolai Svechin. The article examines how Svechin reflects the history of the late Russian Empire through the creation of the image of Pleve—a prominent statesman and one of the key guardians of monarchical foundations and order in the country. The research materials include the detective novels of the author, such as "Between the Amur and the Neva," "The Shot on Bolshaya Morskaya," and "Rays of Death." The texts of these works are compared with documentary sources containing information about Pleve's personality and activities, including memoirs or writings of contemporaries, as well as research monographs by historians. Correspondences and differences are identified both in the depiction of Pleve’s personality and in the interpretation of the events associated with him. The main research methods employed in this article are the comparative-historical method and the historical-genetic method. The novelty of the research is due to the fact that there are currently no serious works dedicated to the portrayal of famous historical figures in the retro-detectives of Nikolai Svechin. The author asserts that in his depiction of Pleve, Svechin draws on a number of texts from the memoirs of contemporaries, such as S. Y. Witte, A. A. Lopukhin, and others. At the same time, Svechin simplifies historical sources, which allows him to demonstrate Pleve's moral integrity and present his positive image as an honest and capable official. The confrontation between Pleve and the Durnovo-Witte-Zubatov faction is, accordingly, reinterpreted as a struggle between the protagonist's "friend" and his enemies. The clear division of representatives of good and evil provides ease of reading and understanding of the author’s works.

Keywords: popular literature, historical-genetic method, comparative-historical method, creativity of N. Svechin, historical prose, representation of history, history, retro-detective, V. K. Pleve, Nikolai Svechin

Abstract: The subject of the study is hypertext in literary fiction. The research aims to determine which object is most aligned with the classical definition of hypertext, established in domestic scientific discourse since the 1970s, which implies software for hyperlinks, computer presentation of the resulting system of text integration, interactivity, and user influence on the unfolding structure of hypertext. However, in literary studies, hypertext is interpreted broadly, sometimes as any nonlinear narrative or as a narrative with reading instructions, featuring an oversized scientific-referential apparatus. In our view, such usage of the concept is metaphorical and bears no research value. We systematically distinguish between metaphorical and literal uses of the concept of hypertext and point to a specific example of hypertext in 20th-century literary fiction: the web version of D.E. Galkovsky's novel "Infinite Dead End." In this work, we employed methods from the history of concepts, semantic analysis, media studies, receptive aesthetics, and empirical comparative analysis. The main contribution of this work to domestic scientific discourse is the assertion of the necessity for a strict application of the concept of hypertext in literary analysis. We demonstrated the evolution of the concept in domestic scientific discourse and summarized the work of colleagues in this area. We proposed a strict and expanded version of the definition of the concept and developed an established thesis in domestic science regarding the existence of the metaphor and mythologem of hypertext, alongside actual hypertext. The work also advances a methodological thesis on the necessity of cross-referencing a literary text defined as hypertext with a standard or model. We analyzed "Infinite Dead End" by D.E. Galkovsky from the perspective of its various media presentations and proposed the thesis that the web version of the novel is a benchmark of postmodern artistic hypertext.

Keywords: methodology of literary studies, non-linear narrative, hypertextuality, Infinite Dead End, literary theory, history of concepts, D.E. Galkovsky, postmodernism, hypertext, 20th century

Abstract: The subject of this research is the works of the famous contemporary Canadian writer Margaret Atwood. The object of the study is their narrative structure. The author of the article characterizes Atwood's narratives as life-descriptive narratives, in which the narrator occupies a central position. The narrator in Atwood's works is usually also the main character. Atwood's texts create a total space for her narrators. One of the foundations for creating a narrative in Atwood's work is myth. Atwood uses ancient Greek, European, and indigenous myths to construct plots. This variety reflects the young Canadian identity, which Atwood herself compares to the mentality of "settlers." In her work with mythological plots, Atwood willingly blends myths of different origins. Drawing on the contributions of both domestic and foreign researchers of Atwood's legacy, as well as Atwood's own literary works, the author of the article describes the place of myth in the structure of Atwood's retrospective, life-descriptive narratives. Narrative, cultural-historical, and cultural-social methods are utilized. The novelty of this research lies in the fact that the author conducts a sequential, in-depth analysis of Atwood's overall approach to myth, whereas most studies on this topic typically focus on how Atwood engages with a specific mythological plot. The author divides Atwood's work with myth into four levels, depending on how heavily Atwood relies on the mythological plot when constructing her own narrative. Thus, Atwood may use myth as the meaning-generating foundation for the entire plot — the first level. Alternatively, Atwood may use an ancient plot to describe national color — the second level. Sometimes myth serves Atwood to discuss the stereotypes of contemporary society — the third level; or to talk about the principles of art — the fourth level.

Keywords: postmodernism, Canadian Identity, storytelling, Joseph Campbell, Northrop Frye, speculative fiction, myth, narrative, Margaret Atwood, Canadian Literature

Abstract: The article analyzes the novels of F. A. Iskander "Sandro from Chegem" and Jia Pingwa "The Shaanxi Opera" from the point of view of the presence of musical images associated with specific musical works, performers, genres, directions, etc. Music influences the themes and issues, the images of the main characters, the character system, the plot, the motivational structure of these books. In Fazil Iskander's novels "Sandro from Chegem" and Jia Pingwa's "The Shaanxi Opera", music is what preserves the old, rural culture, provides cultural continuity in an urbanizing and simplifying world. The music of the Qin opera and Abkhazian songs reveal in the novels the rhythm, respectively, of Chinese and Caucasian rural ‒ labor, family, love, and natural existence. The music of Fazil Iskander and Jia Pingwa allows them to characterize the heroes of their works, to create an otherworldly harmonic chronotope. The music in "Sandro from Chegem" and in "The Shaanxi Opera" affects human and natural reality, considering them for themselves as an opportunity to sound in space. Finally, the music in these works can overcome death, carrying the memory of oneself through despair, farewell to the deceased and the transition from life to life. The relevance of the article is determined by the high interest of modern literary criticism in comparing works created in different national cultures, in particular in Russian and Chinese, as well as to the artistic interaction of literature and music. The novelty of the article is due to the previously unseen comparison of the novels of Fazil Iskander and Jia Pingwa in terms of identifying the forms and analyzing the functions of their musical component, as well as from the point of view of their belonging to similar literary phenomena ‒ "village prose", "root-searching literature".

Keywords: The Shaanxi Opera, musical images, village prose, root-searching literature, comparative analysis, intermediality, harmony, Jia Pingwa, Sandro from Chegem, Fazil Iskander

Abstract: The study focuses on the functioning of the Russian language in Turkey, with an emphasis on its role in tourism, business and education. The influence of the language on the tourism sector (quality of service, marketing strategies, specialized services for Russian-speaking tourists), the specifics of business communication in the field of Russian-Turkish relations (including contracts and negotiations), as well as the relationship between the study of Russian and the career prospects of graduates of Turkish universities is analyzed. Long-term historical experience and modern factors are taken into account, such as migration of the Russian-speaking population and economic cooperation (projects like the Turkish Stream, student and teacher exchange programs). The object of the analysis is the processes shaping the status of the Russian language in Turkish society, as well as geopolitical factors and the activities of Russian-language media. A historical and sociolinguistic approach was used. Archival materials, media publications, and scientific research are analyzed. In-depth interviews were conducted with representatives of the Russian-speaking diaspora (50), Russian students (100) and Russian teachers (20). Statistical methods, content analysis (mass media) and discourse analysis (advertising) were used in data analysis. Russian language plays a significant role in modern Turkey, which is reflected in the high level of tourist flow from Russia (requirements for proficiency in Russian in the service sector, examples of advertising campaigns in Russian) and the active development of trade relations between the countries (the growth of exports of Turkish products). Interuniversity exchange (implementation of joint educational programs) and the demand for linguistic education in universities (competition for Russian departments) are supported. The data obtained demonstrate the links between language proficiency and the employment prospects of graduates in the fields of tourism, logistics, translation and international trade. Russian status in Turkey is supported by established historical relations, economic factors, and the motivation of Turkish students to learn Russian. The author's contribution is to conduct a comprehensive analysis based on empirical and statistical data. The scientific novelty consists in a sociolinguistic assessment of the role of the Russian language in Turkey in modern conditions, taking into account the influence of migration and geopolitics, which was previously insufficiently covered.

Keywords: Russian colonies, society, status of language, revolution, social status, emigrants, sociolinguistic, linguistic, traditions, Russian language

Abstract: The subject of the research is the spelling of compound adjectives with a numeral as the first part in Russian writing of the 18th-19th centuries. The object of the research is Russian orthography of the 18th-19th centuries in its historical development, represented in grammars and texts from the subcorpus of the National Corpus of the Russian Language. Special attention is paid to identifying factors that influenced the change in spelling conventions. Variants of formations with and without the letter Ъ are examined. The only rule for the spelling of compound adjectives with a numeral as the first part in the 18th-19th centuries, formulated in A.Kh. Vostokov's grammar of 1831, is analyzed in detail. Compliance with this rule is checked in the usage represented in texts from the 18th-19th century subcorpus of the National Corpus of the Russian Language. Separate formations with a vowel and consonant at the beginning of the second part of compound adjectives are also considered. The study employs the following methods and techniques: methods of semantic and contextual analysis, inductive analysis of the material, methods of linguocultural analysis, as well as directed sampling from lexicographic sources and illustrative material, methods of extralinguistic interpretation of language facts, and methods of frequency-statistical characterization. The novelty of the research lies in the study of the establishment of the unified spelling of complex adjectives with quantitative numerals in the first part in diachrony over the 18th-19th centuries. A significant contribution of the authors to the development of the topic is the diachronic description of the main stages of the formation of the orthographic norm for these words. Based on the material of texts from the subcorpus of the National Corpus of the Russian Language and dictionaries, it was concluded that the unified form of compound adjectives of the specified group was already established in the 18th century. After a half-century period of variability in the second half of the 19th century, a fairly stable usage emerged under conditions of insufficient codification, which assumed the unified form of compound adjectives with a numeral as the first part. The rules of A.Kh. Vostokov's grammar are not followed in the part where hyphenated writing is recommended.

Keywords: codification, variability, hyphenated writing, written as one word, morpheme criterion, morphological criterion, numeral, orthographic usage, compound adjectives, diachrony

Abstract: The aim of the paper is to investigate the main mechanisms of metaphorization of the lexeme "theater", which are expressed in the meaning of linguistic units and in the speech utterance. The article explores the features of metaphorical use of the lexeme "theater" in the journalistic style, this issue is considered through the prism of figurative means characteristic of the Russian language. The topic of this study is relevant, because modern philologists pay special attention to the issue of metaphorical interpretation of the Russian language lexicon and study the features of linguistic representation of the metaphorical potential of the national lexicon through figurative means. The research is based on the cognitive and linguocultural approach to the study of metaphorical potential of speech and language. Methods: contextual and structural-semantic analysis. The material for the study were the contexts in which the metaphorical potential of the lexeme "theater" is displayed. 300 contexts from the National Corpus of the Russian Language, borrowed from modern Russian-language mass media - newspapers and magazines - were studied in total. The scientific novelty of the work consists in identifying the specifics of metaphorization of the most important qualities and properties of the theater, expressed through speech utterances and through the semantics of linguistic units, on the example of the modern language of mass media - newspapers and magazines. In the course of the study it was established that the metaphorical functioning of the lexeme "theater" in the journalistic style is based on such initial features as pretense (falsity), spectacle (theatrical action), play, life (imitation, model of real life). There is a metaphorical projection of these qualities onto the properties of objects having material and immaterial character: human thinking and social activity (theater as a kind of activity, a kind of professional occupation of a person), place (theater as "the world on the contrary", as "looking-glass" - a place where everything is different from the real world), human qualities (pretension, deceitfulness, the desire to boast, the desire to live and act "for show"), process (dynamically changing life, which has a cyclical character: birth - development - death), result (theater as a "show"), process (dynamic life, which has a cyclical character: birth - development - death). The results of the study allow us to reconstruct a significant fragment of the Russian-language picture of the world in the axiological and cognitive aspect. The data of the study of modern periodicals devoted to the theater allow us to conclude about the important role of the lexeme "theater" in the metaphorical thinking of the Russian-speaking person.

Keywords: lexico-semantic field, lexical combinability, theatrical magazine, theatrical discourse, theatrical press, semantics of the word, publicistic style, metaphorical potential, lexeme theater, concept THEATER