Abstract: A medical poster is a polycode text of medical discourse, the main purpose of which is to inform the participant in the medical discourse, first of all, the patient, about the existence, characteristic features, peculiarities of the course, solution and consequences of any medical problem. The object of the study is the polycode text of a French medical poster; the subject of the study is genre features of a medical poster in French, considered at the level of thematic diversity, repeating verbal and visual tools, and features of the use of paralinguistic means. The article is a fragment of a study of several genres of medical discourse, which are represented by polycode texts (medical poster, meme, demotivator, advertising), made on the material of Russian, French and Arabic languages. The analysis of the polycode text of a medical poster in French was carried out on 100 texts in French obtained by continuous sampling from the Internet. The novelty of the study is the appeal to the medical poster from the point of view of genre characteristics in the context of medical discourse. The analysis of French medical posters revealed the frequency of posters about cancer symptoms, diagnosis, types of treatment, and prevention; prevention and treatment of Covid-19. A feature of the verbal level is the choice of communicative strategy and its grammatical design in relation to child and adult recipients; inclusion of current vocabulary in the text, including neologisms, as well as preference for repeating a certain structure when organizing the verbal component of a polycode text. At the visual level, French medical posters are characterized by the frequent use of pictures and diagrams and work with color. The basis for constructing a polycode text of a medical poster is the complementary connection between the visual and verbal components.

Keywords: iconic component, verbal component, theme of a medical poster, medical poster, analysis of polycode text, polycode text, genres of medical discourse, medical discourse, paragrapheme means, French language

Abstract: The subject of the study is the communication aspect of branding. The object of the study is a social brand in a communication environment. The authors consider branding in detail as one of their areas of communication activity, turn to the history of the emergence of the concept of "brand", identify the main areas of research on branding in Russia as a communication technology. Special attention is paid to the study of the concepts of social responsibility, as well as the concept of "social brand". The study identifies the main areas of social responsibility of modern business. The emergence of the phenomenon of "social brand" is associated by the authors with the implementation of the ideas of social responsibility. As an example of a social brand, the article considers a social project – Gazprom for Children. The authors have identified the characteristics of the social brand that the named social project possesses. Through the implementation of a social project, the image of the company is formed in the eyes of the general public. The research was carried out using general scientific methods. In particular, the methods of analyzing the concepts of brand, social and commercial brand, and social responsibility are applied. The analysis of these concepts required their simultaneous comprehension in interrelation and interaction, thus, the synthesis method was used. The methods of analogy, the method of system analysis, the method of structural and functional analysis were also used. The main conclusions of the study are: the absence in modern science of a clearly formulated concept of "social brand" and its characteristic features; the formation of ideas about a social brand is caused by the purposeful implementation of socially responsible behavior by companies; the transmission of social responsibility forms a social image of the company in the eyes of the public, which positively affects the attitude towards it. The communication component of social responsibility is actively manifested in the provision of non-financial reporting to the general public. It has been established that not every line of activity implemented within the framework of social responsibility acquires the image of a social brand. A special contribution of the authors to the research of the topic is the formulation of the definition of the concept of "social brand", the establishment of the relationship between social responsibility and social brand, the identification of the main characteristics of a social brand and its communication potential. The novelty of the research lies in the fact that it presents the author's vision of a social brand through the prism of communication activities.

Keywords: the public, social image, socially significant problems, social report, communication, social project, social responsibility, branding, non-financial reporting standards, social brand

Abstract: Napoleon's "Civil Code" is a fundamental work of European legal thought. M.M. Speransky, appointed by Emperor Alexander I to the Commission for Drafting Laws, of course, could not help but refer to this text; moreover, he actively used it when drafting his famous "Draft Civil Code", but revised many of its provisions when adapting it to the class-based Russian society. Nevertheless, the influence of the Code on Speransky's "Draft" was so noticeable that it caused sharp rejection in conservative circles. The main opponents of the Secretary of State were N.M. Karamzin and A.S. Shishkov, who criticized the "Draft". When writing this article, the main method was the method of discourse analysis. This method, the subject of which is traditionally defined as "speech immersed in life", made it possible to study the extralinguistic aspects of the texts of participants in the communicative field in political disputes around the legislative initiatives of M.M. Speransky in terms of their correlation with Napoleon's Civil Code. Also used were such methods as content analysis, biographical method, comparative-historical and contrastive. Despite all the similarities, the positions of Karamzin and Shishkov differed. If Shishkov categorically did not accept any changes to Russian statehood, defending the need to preserve its absolutist inviolability, then Karamzin, who admired Robespierre in his youth, then idolized Napoleon, openly declared his republicanism. The ambiguity of his position, which has been repeatedly noted by researchers, is fully explained by the phenomenon of the development of republican thought of that time, which is shown in the article. Speransky, responding to criticism of the "Project Code", stated that all such projects are similar, since they have Roman law as their source. But this was not important for his opponents, who used all available tools to discredit him.

Keywords: the era of Alexander I, liberalism, conservatism, republicanism, A. S. Shishkov, N. M. Karamzin, M. M. Speransky, Napoleon's Civil Code, Law Drafting Commission, political discourse

Abstract: Special attention is given to analyzing research on hints as a form of indirect communication. There are differences in hint definition and research methods among scholars from different linguistic paradigms and countries. The focus of hint research within the linguistic paradigm remains on defining and classifying hints, considering concepts within different paradigms such as semiotics, semantics, pragmatics, psycholinguistics, sociolinguistics, and cognitive linguistics. The objectives of this study are: 1) to summarize the extent to which the category of hint has been studied by scholars in China, Russia and Western countries within the linguistic paradigm; 2) to compare and contrast the methodological principles and techniques of hint research. Besides, based on the results of the research, the article pays special attention to the study of hints within the framework of linguistic pragmatics. The following research methods were used in this study: descriptive method, comparative analysis and generalization method.The author's special contribution to the study of the topic is: 1) presentation of different understandings of the definition of the category "hint". In linguistic pragmatics, a hint is a speech act that indirectly conveys information and emotions and influences the addressee's state; 2) identification of criteria for classifying a hint. The criteria are centered on two aspects: "context" and "intention"; 3) determination of types and kinds of hints. Different forms of innuendo in dialogic lines and Textual Fragments are highlighted. The novelty of this study is to point out the integrative role of linguistic pragmatics in the study of indirect speech acts. In addition, the nature of different types of hint is established based on objective and subjective factors, i.e. different intents of the speaker and contexts.

Keywords: hint classification, context, speech act, indirect communication, linguistic pragmatics, communicative linguistics, pragmatic aspects, intention, subjective hint, objective hint

Abstract: The article presents an analysis of various theoretical and methodological approaches to determining the essence and content of modern mass culture, media culture, media text and media education. The key role of the axiological approach in the creation of media texts distributed by mass media is revealed. The structure of media texts is considered in the context of the value-semantic aspect of their creation and representation. Using the example of photography, the process of creating modern media texts and their role in the structure of mass communication is analyzed. Separately, the issue related to the development of artificial intelligence as a means of creating and replicating media products in the context of the dominance of new media was raised. Media education is presented as a system of training media professionals and ordinary users to interact in the context of digital media communications. The special role of the value approach in the formation of media professionals is noted. The methodology of the research is determined by an axiological approach in combination with a system-functional and semantic analysis of the stated problems. The main conclusions of the article are the following : 1. mass culture acts as a condition for the development of mass communication media and determines the nature and content of the media texts represented; 2. mass communication media form a global sphere - media space, which is characterized by transformational processes caused by the development of new media 3. texts of mass communication in the modern media space are created by both media professionals and users who do not have special training. At the same time, the share of content created without the participation of professionals dominates the media space; 4. Neural networks act as a new type of "authors" of media content, creating both text materials and visual content, the quality of which is rapidly improving, competing with professional materials; 5. Media education plays a key role in training not only media professionals, but also any user. It should be based on a value-semantic approach that determines the content of the created media materials and the choice of ways to distribute them.

Keywords: the text of mass communication, media education, popular culture, media and cultural space, mass communication media, media text, media culture, artificial intelligence, media, visual text

Abstract: The subject of the study is the importance of Confucian ethics of virtues for public relations. The authors consider the history of the study of the ethics of virtues as explaining the ethics of PR theory. It is stated that the study of the role of Confucian teaching for modern market relations has been actively conducted over the past decades both in China and in a number of other countries, but the ratio of Confucian virtues and PR principles has not yet become the subject of special research. The aim of the work is to provide theoretical support for the development of more effective communication strategies. A comparative study of the "five constants" (benevolence, righteousness, decency, wisdom and trust) is being conducted classical Chinese Confucian philosophy and modern ethical principles expressed in PR practices. After the reconstruction of the content of each of the five virtues, its manifestation in communicative business practices should be considered. The authors have demonstrated that Confucian virtues contribute to the harmonization of public communications, improve the image and reputation of companies, and ultimately increase their capitalization. In conclusion, the authors point out the positive and negative importance of Confucian philosophy for the development of public relations. In particular, it is noted that the radical opposition of kindness to benefit prevents the spread of market relations, and the emphasis on personal relationships does not contribute to institutional order. Nevertheless, the authors believe that the study of the ethical teachings of Confucianism contributes to better intercultural interaction with representatives of East Asian cultures, and following this teaching in general can contribute to the harmonization of public communications and increase the moral status of public relations on a global scale.

Keywords: trust, wisdom, decency, righteousness, benevolence, communication strategies, virtues, PR ethics, Confucianism, tradition and modernity

Abstract: This article is devoted to new forms of representativeness of the cultural and historical values of a literary museum on the example of Dostoevsky's Moscow House. The modern concept of museum complexes offers not only the preservation and demonstration of exhibits, but also the possibility of joint participation, cooperation and emotional interaction. The aim of the work is to consider the importance of visualization as a trend in the development of museums to create a completely new museum product and attract young people. Relevant today is the search for new formats of expositions in literary museums in order not only to preserve the heritage, but also to introduce more people to books, literature and spirituality. Today "Moscow House of Dostoevsky", which opened on November 15, 2021 after restoration, is an integrated complex that combines all types of perception. The novelty of the work lies in the description of modern trends in the development of museums and the search for their reflection in the museum of F.M. Dostoevsky. The study used the search method, analysis and observation. The empirical material is based on the authors' personal impressions of visiting the Dostoevsky House in Moscow. The result of the work is a description of the modern exposition of the museum with elements of visualization and complicity of visitors. The authors came to the conclusion that this museum can serve as a successful example of a project to preserve the heritage of the Russian writer F.M. Dostoevsky and attract more visitors at the state and professional level.

Keywords: project, Russian literature, heritage preservation, Dostoevsky Moscow House, modern concept, museum business, exhibit, literary heritage, literary museum, visualization

Abstract: The study analyzed the role of online media, social networks and other online platforms in the formation and dissemination of information about the conflict, as well as its impact on the interaction between commercial companies and their customers. The object of the study is the process of mediatization itself, which plays a significant role in corporate conflicts, having a significant impact on public opinion, the image of the company, determining the course and consequences of the conflict. With the development of information technology, digitalization and the spread of the Internet, the mediatization of corporate conflicts is becoming particularly important. The subject of the study is the system of communication practices of a large commercial company during a period of mediatized crisis. Corporate conflict is considered as an important aspect in the decision-making process in the management of the brand and reputation of the organization. The main research methods are: survey – collection and analysis of data from participants in the conflict, as well as a case study method, which allowed us to consider a specific case in detail through analysis of the key problem, factors influencing the conflict and management decisions made. The study of the phenomenon of mediatization of corporate conflicts has revealed new aspects and trends in the development of complexly regulated contradictions in the Internet space. In addition, the impact of mediatization on the reputation management of commercial companies in the context of corporate conflict was studied. The process of mediatization of corporate conflicts was considered as a multidimensional phenomenon, which includes not only the use of media resources to highlight conflict situations in organizations, but also the transformation of the nature of the conflict itself under the influence of the media. The results of the study showed that mediatization helps to accelerate the escalation of conflict through the instant dissemination of information. At the same time, well-organized interaction with the media allows companies to control information flows, minimize damage and manage public opinion.

Keywords: anti-crisis communications, reputation management, conflict management, media, digitalization, social conflict, corporate conflict, mediatization, marketplace, management

Abstract: This article comprehensively explores and analyzes the main reasons for the emergence of a clearly emerging imbalance between the emotional and rational components of the communicative space of modern mass discourse, as well as the imitation role of the emotions of a participant in modern discursive practices, which, in essence, are designed to compensate for his lack of opportunities, methods and channels to summarize the information received. Particular attention is paid to the analysis of such situations of manipulation of emotions at the individual or mass level within the framework of modern mass discourse, which are on the verge of complying with the law, or even go beyond this line. In conclusion, the interrelated phenomena of insincere discourse and the crisis of reference are considered, the correlation between which is assessed as one of the most significant and weighty confirmations of the prevalence and frequency of the use of processes of forced emotionalization of a number of discursive practices. In the vast majority of discursive practices, the emotions of the object of information today play the role of masks, screens, curtains, decorations, against which there is an imitation of a reference that is actually absent. In modern mass discourse, all information without notes is rarely conveyed to the audience, while facts are replaced by interpretations or turn out to be staged events. The main reason for the emotionalization of mass discourse is allegedly following the ideas, expectations and emotions of the mass audience – information is presented in such a way that everyone sees, hears, reads what they themselves would like to see, hear, read. The crisis of reference within mass discourse has an artificial and deliberately provoked character. The crisis of reference imposed on society by the main moderators of mass discourse deforms the semantic, syntactic and pragmatic norms of natural language, which makes it possible to manipulate both the meanings of words and syntaxes themselves, and their mass perception.

Keywords: imitation of reference, lack of reference, emotional capitalism, affectivity, emotions, discourse, communication, emotion moderation, insincere discourse, crisis of reference

Abstract: The media space is the most dynamic and rapidly developing not only technological, but also economic, cultural, social and political phenomenon of our time, and new communication channels are being formed in the global digital network. The purpose of the article is to analyze new media as a subject of the political process. The subject is new media, and the object is the cultural and political identification of an individual in new media. The novelty of the work lies in the fact that new media are an innovative and extremely important tool in determining cultural and political identity. Countries belong to the same civilization, which means that their culture is based on identical values – this is of fundamental importance, since the effectiveness of the imposed system of values and norms can be realized in a particular country only if the tasks being disseminated are consonant with the values of society. Conceptual, phenomenological and sociolinguistic analysis, the method of system analysis, and the historical and cultural method were used as methods and approaches.  As a result of a comprehensive analysis, the following conclusions were drawn: the disseminated values can be effective only if they are in tune with the civilizational model of the region, and on the contrary, the imposed foundations will not effectively affect society if they contradict its civilizational identification and cultural and political affiliation. The actions of an individual and society as a whole are determined by his self-identification, therefore, a political course can be effective in a particular country if the tasks being implemented are consonant with the values of society. This study may be useful for researchers studying communication in the digital environment, the impact of new media on the agenda, the realization of political goals through online media, as well as for international journalists, diplomats, political scientists and media researchers when writing analytical materials on topics related to the working concepts of the current study.

Keywords: media environment, the concept of smart crowd, hedonic media consumption, digital democracy, mediatization, political identification, cultural identification, political communication, new media, Journalism

Abstract: Schoolchildren are active users of the Internet, where they communicate, play, and interact with social network content that is not always useful for them. The flow of information disseminated in the media, including potentially unacceptable information, unhinderedly comes to the attention of the student, who, due to his age, cannot properly understand and evaluate the information situation. All this has a certain influence on the formation of his personality. The purpose of this study lies in updating the media factors influencing the formation of a teenager’s personality as an Internet user. The subject of the study is the ability to ensure the cognitive safety of young Internet users through the development of skills for assessing the meaning of media information and the formation of critical thinking in its perception. The following methods were used in the study: discussion of issues in a focus group, content analysis. In forming the composition of the focus group, we used the author’s methodology of including students from a specialized journalism class from one of the schools in St. Petersburg. The novelty of the study lies in the method used to achieve representativeness of the analysis through the special selection of focus group participants who became the object of analysis. Schoolchildren from St. Petersburg demonstrated a high level of awareness of potential threats that exist on the Internet. They also noted that their personal safety was exposed to serious risks posed by the online environment. The results of the study indicated a tendency among schoolchildren to evaluate media events from a moral point of view. For modern teenagers, the key values are truth, freedom, authority, loyalty and justice. It is important to consciously raise students' awareness of media resources and develop their critical thinking about their own experiences with information security.

Keywords: authority, freedom, truth, high school, moral guidelines, schoolchildren, moral values, cognitive development, internet security, justice

Abstract: This article explores the influence of online media on the process of adaptation of foreign students in educational institutions. The study was carried out in relation to the Peoples' Friendship University of Russia and some other universities of the Russian Federation that actively use international educational and academic exchange. The authors analyze the main barriers students face when transitioning to a new learning environment, such as cultural, linguistic and academic differences. The authors of the article discuss the role of online media in overcoming these barriers, emphasizing their importance in the process of exchanging information, developing communication skills in a foreign language, and creating trusting relationships. The contribution of online media to the integration of different cultures and traditions is considered, which contributes to the formation of cultural understanding, tolerance and respect for the diversity of worldviews in the educational environment. An analysis is made of how students use online resources to obtain additional information, develop relevant skills and deepen their knowledge, as well as an analysis of existing research on the topic of adaptation of foreign students and the role of online media in education. In addition, the article covers the following subtopics. Features of collecting data on the experience of foreign students and their use of online media. Conducting interviews with foreign students, teachers, and university administrations to obtain high-quality information about adaptation problems and the role of perception of Internet resources and their impact on the adaptation process. The novelty of this study lies in the following characteristics of the work performed. Focuses were made on a specific university or region. The specifics of different groups of students were taken into account. The analysis was carried out taking into account how online media is used by students from different countries, with different language levels, different specialties, etc. The influence of specific types of online media was studied: for example, social networks, educational platforms, chatbots, specialized applications for international students. The analysis of the influence of online media was explicit on various aspects of adaptation through such sections as academic performance, psychological well-being, social integration, cultural adaptation and others. The project ends with a presentation of recommendations developed by the authors of the article on the use of online media to increase the effectiveness of adaptation of foreign students in other countries or universities around the world.

Keywords: cultural integration, inclusive educational environment, globalization, intercultural communication, adaptation, linguistic barriers, international students, social networks, online media, social communication

Abstract: The subject of our research is the climate agenda as part of the environmental policies of states. The author's attention to this issue is due to the instability of the international system, which is influenced by current crises and conflict relations between countries. It was important for us to consider how strongly the processes of instability affect the fulfillment of their obligations by global players. We also identified key factors influencing the adoption of current strategic documents. We analyzed the main documents approved at the UN on climate change, adopted in 2021-2023. Scientific novelty manifests itself in several key aspects. First of all, decisions are considered from the point of view of making political decisions and building communication processes. The second aspect is related to the identification of factors influencing the implementation of environmental policy. And finally, we looked at how global crises affected the climate agenda and whether it was transformed on a global scale. The result of the study is the conclusion that the problem of climate change remains key. Moreover, attempts are being made to strengthen the “natural resources – climate change – responsibility” link, which is reflected in plans to introduce a complete phase-out of fossil fuels. Serious steps are being taken to involve developing countries in this process through the provision of financial and other support. Young people have been identified as the main driver of the fight against climate change, which indicates the long-term nature of key decisions. Moreover, international agreements involve further transformation of the existing system through adjustments to national goals, diversification of the energy sector, economic reforms and changes to existing financial systems aimed at achieving climate goals.

Keywords: globalization, environmental responsibility, climate strategies, sustainable development, the international cooperation, environmental policy, communications, climate finance, emissions, climate change

Abstract: The object of the study is documents of business correspondence in Russian-Arabic official communication; the subject of the study is the syntactic features of Russian and Arabic business documents, the similarities and differences between Russian and Arabic syntax in business communication. Syntactic organization is very important for business writing; it serves as the final stage of its structure. The scientific novelty of the study lies in the identification of universal and culturally determined features of the syntactic structure in relation to Russian and Arabic-language business writing. Among the universal elements are the use of sentences that convey the non-personal nature of communication, indirect expression of imperativeness (using forms of the subjunctive mood, interrogative sentences), introductory words with the semantics of politeness. Original syntactic constructions can be used to achieve a similar communicative effect. The research was carried out on the basis of methods of analysis, synthesis, observation, description. Methods of component analysis, interpretation and classification, a system-structural method, and elements of a functional approach were used. As a result of the study, it was noted that the differences in the syntactic structure of Russian- and Arabic-language business letters are culturally and historically determined. The specifics of Arabic business syntax were influenced by increased requirements for the expression of politeness in society (indication of the regalia of the addressee), the predominance of the collective over the personal in culture, the origin of the official business style from the artistic, and not from the colloquial (long sentences). It is concluded that it is necessary to take into account cultural and historical factors both in the process of constructing business letters and in the process of their mutual translation. Among the important techniques of Russian-Arabic translation are combining sentences and increasing content

Keywords: syntactic construction, syntax, Arabic business letter, Russian business letter, documentary tradition, business correspondence, business letter, business document, sentence, traditions

Abstract: The subject of the research is the materials of advertising campaigns of brands-manufacturers of chewing gums Wrigley's (1930) and Dirol (2008). The object of the research is the specificity of the advertising narrative in the context of an appeal to the optical language of communication. The authors examines in detail such aspects of the topic as the narrative structure of the advertising text and visual means of presenting visual images. Special attention is paid to the dynamic context of the visual turn, as well as the main aesthetic characteristics of advertising materials at different historical stages. The subject of this article is considered from the point of view of changing the communicative paradigm, mixing verbal and optical on the screen plane. The main directions related to the new visual reality are noted, thanks to which the importance of aesthetics is determined, the degree of its influence on current media text formats. The research methodology is based on general scientific methods of working with media text, in particular on descriptive and contrastive methods. Also, within the framework of the subject analysis, a range of general philological methods is used, including transformational, contextual and semantic-stylistic methods. The novelty of the research lies in the articulation of the aesthetic components of the analysis of a modern advertising product. The main conclusions of the study are the observation and interpretation of the motive of duality within the advertising narrative, as well as the syncretic nature of the iconic image and the subjective perception of the viewer. The media text appears as a means of releasing the image from the external field and integrating it into the aesthetic experience of the recipient. The authors' special contribution to the research of the topic is the generalization of two key dimensions of the advertising text (narrative, visual) and the formulation of objective criteria that allow us to detect patterns in advertising narratives (repeatability of the plot, variability of visual means, identity of advertising objects, the presence of sufficient historical distance). The possible directions of future research on visual turn in various industries, including television and cinema, are emphasized.

Keywords: cultural code, media text, television advertising, advertising poster, the motive of duality, visual turn, The advertising narrative, iconic, aesthetics, image

Abstract: Due to the growing number of online courses, authors have to use more and more speech impact techniques in promotional videos to attract listeners and induce them to take action. Advertising video, being an independent speech genre, having a stable composition and certain content, as well as a set of specific linguistic features, requires special study. The aim of the study is to identify the optimal linguistic techniques of RW in the final part of the promotional video for online courses accompanying linguistic educational resources. 117 promotional videos for Massive Open Online Courses in Russian language posted on the open platform were used for the analysis. The main methods and techniques used are: the method of scientific description and stylistic and contextual analysis. The techniques used in the final part of the speech were singled out, their quantitative analysis was carried out: 1) invitation of the listener to the course, 2) appeal to the goal of the listener or the goal of the online course, 3) appeal to quotations, 4) generalizing conclusion, 5) humorous ending, 6) advice for listeners, 7) containing a call to action, 8) farewell. The scientific novelty of the study lies in the fact that 1) for the first time the promotional video for online courses is considered as a complex communicative discourse, i.e. the synthesis of advertising and educational discourse; 2) for the first time the methods of speech impact in promotional videos for online courses are studied. Promotional videos for online courses presented on the platform "Education in Russian" contain a certain set of RW techniques, mainly used in the final part of the video and characterized by a specific set of linguistic means (mainly verbs) that can be embodied in the speech genres of "Advice" and "Wishes".

Keywords: mass open online courses, speech genre of advertising video clip, speech genres, advertising discourse, educational discourse, speech impact techniques, speech impact, advertising text, online course, advertising video clip

Abstract: The subject of this study is the changes in ideological literary policy by I.V. Stalin to N.S. Khrushchev. The article examines the features of Stalin’s literary ideological policy (concept of socialist realism). This concept, developed in the light of the ideological and political guidelines of the Stalinist leadership and supervision, writers, poets, and critics lost their creative freedom. This was the reason for the formation of the theory of conflict-free behavior in the literature. The author notes that by the early 1950s a new path opened for creating examples of literary creativity, since the new political leader rethought the concept of socialist realism and eliminated Stalin’s cult of personality. When studying problems related to the analysis of the ideology and political orientations of outstanding statesmen of the USSR, comparative historical and typological research methods were used in the work. To formulate the conclusions of the study, the author used methods such as comparative and descriptive. As a result of the research, the evolution in the ideological and political views of the state leadership on the course of the literary process in the country was revealed, it was concluded that the period of Khrushchev’s reign can rightfully be called the time of the onset of the cultural “thaw” in the details of the writers, poets, and critics. However, factors that seem obvious at first glance, introducing a certain degree of freedom into the creative process, are still accompanied by the inevitable tightening of policies and political supervision over the content of literary works. The author concluded that the cultural “thaw” that clearly emerged in the country during the reign of Khrushchev turned out to be an incomplete reform, since the content of creativity was still supposed to revolve around the ideas and orientations of the party’s activities.

Keywords: Khrushchev, the theory of conflict-free, post-war literary process, Stalin, socialist realism, the literary thaw, cultural thaw, the cult of personality, ideology, the evolution of ideology

Abstract: Today, recruiting organizations, when selecting potential candidates for vacant positions, emphasize the importance of university graduates having developed communicative and scientific-analytical competencies, which are the main components of "soft skills" for students of the humanities cycle, more conducive to the formation of professionalism than "hard skills", due to the shift in society's priorities towards democratization and humanization socio-psychological principles of performance of official duties within the framework of professions. The purpose of this study is to identify methods and techniques for the formation of scientific, analytical and communicative skills at the international University among students of humanities. Intercultural communication in the context of the educational process, on the one hand, complicates the development of these competencies, on the other hand, requires improving the principles of teaching in the context of cultural dialogues, which determines the formation of the studied skills, taking into account the national and cultural specifics of the studied language and communication of the university where the foreign student is studying. These aspects are a prerequisite for successful integration into a potential professional environment. Research methodology: theoretical analysis of scientific literature on the issue under consideration, content analysis, descriptive and comparative methods. The novelty of the research is due to modern trends in improving the "soft competencies" of representatives of all professions in harmony with the global scientific space through the prism of effective intercultural communication. The results of the study indicate a mutual correlation of scientific, analytical and communicative skills, the synthesis of the main components of which contributes to the formation of metacognitive characteristics of students. It is advisable to form the studied competencies through role-playing games, memes, situational tasks, communicative professionally oriented trainings, the method of active problem-situational analysis ("case-study")

Keywords: student, generation Z, meme, communicative, teaching methods, active, soft skills, competencies, international university, scientific and analytical

Abstract: The subject of this article is event marketing as a tool for the advertising campaign of the social network "VKontakte." It provides an analytical perspective on current trends in advertising and offers specific recommendations for the effective use of marketing tools in the evolving advertising environment. The main focus is on the importance of the social network's interaction with its audience through the organization and sponsorship of various events, as well as the optimization of feedback analysis and the effectiveness of advertising campaigns in the context of digital technologies and social media. The article proposes a theoretical and practical justification for the feasibility of conducting not only online events and activities (forums, discussions, educational courses) but also offline events (concerts in clubs and open venues), as well as organizing events in collaboration with cultural and educational centers in the country. An example of the advertising campaign of the social network "VKontakte" serves as illustrative material to confirm the effectiveness of the proposed approaches. The scientific relevance and novelty of this article are manifested in several key aspects. Firstly, the work considers event marketing as an innovative tool aimed at creating "viral messages" and improving the interaction of the promoted social network with its audience, opening new perspectives in brand promotion and consumer interaction. The second aspect is related to the reverse effect in this case - the influence of social networks on the effectiveness of event marketing. Given the complexity of the nature of social networks, as they simultaneously act as service providers to their users and media channels, the combination of these two functions in the activities of such market participants allows them to leverage many advantages associated with the complexity of their nature, which increases the importance of analyzing the theoretical foundations and possibilities of advertising campaigns.

Keywords: network theory, innovative approaches, effectiveness of advertising campaigns, audience interaction, media communications, promotion, marketing, advertising, social network, Event marketing

Abstract: The subject of the research is the study of the influence of memes during crises. Internet memes as a communication tool and new media languages are able to create and spread emotions that can promote social cohesion, as well as increase social confidence, which is considered vital during crises. Given the importance of Internet memes as a powerful tool to strengthen social cohesion and trust in difficult times, it is important to give an idea of how memes and emotional contagion can be used in crisis communication. The aim of the study is to provide a more complete understanding of the role of Internet memes, especially during crises such as the COVID-19 pandemic, in emotionally affected Iranian social media users. To achieve this goal, the study used a mixed-method approach, content analysis including COVID-19 memes on Iranian social networks and a quantitative survey using a questionnaire developed by the researchers. The statistical sample of the study consisted of 150 Iranian social media users who were randomly selected. The novelty of the research lies in the study of the function of memes in crisis communication and emotional contagion, especially in the context of Iran. The study expands the boundaries and offers new insights into how memes can be an effective tool to strengthen social cohesion and increase trust in difficult times. The focus of the study on the Iranian context also adds to its novelty, as it provides specific information that is not available in the existing literature. The study provides empirical support to politicians, especially Iranians, in tracking public opinion on critical topics, or in managing collective emotions via the Internet and stimulating and mobilizing public action by individuals. Memes can be used for crisis communication and public participation. The results of the study indicate the widespread use and recognition of memories in Iran during the COVID-19 pandemic, in terms of income tax information for expressing feelings and interest. Emotional contagion through memes is moderate and mostly mental, with respondents believing that memes are more effective, fast, and desirable than other types of messages and posts.

Keywords: analysis, COVID-19, generation Z, viral discourse, crisis communication, social media, digital culture, emotional contagion, Iran, memes

Abstract: The scientific article is devoted to the study of content strategies used in Chinese reality shows during the period of media convergence. In the era of rapid media development and the merging of various platforms, the evolution of content approaches in Chinese reality programs is analyzed. The study focuses on the impact of this evolution on viewers and the role of reality TV in China's cultural and media landscape.The article is devoted to a detailed study of the content strategies of Chinese reality shows in the context of the modern era of media convergence. The authors analyze the impact of technological innovations and changes in the media environment on the development and presentation of reality formats, as well as the reaction of the Chinese audience to these changes. The article examines the various strategies used by producers to adapt to the new demands of the digital era and effectively interact with viewers.The article is based on the analysis of the study of content strategies that are actively used today in modern Chinese reality shows, during the period of rapid development of media convergence. To achieve this goal, a comprehensive methodological approach was applied, including an analysis of the content of reality programs, a review of relevant literature on the topic and interviews with participants and viewers. The study showed the evolution of content strategies in Chinese reality shows, reflecting the decisive influence of media convergence on the production and perception of content. The current key trends and changes in the representation of reality, as well as interaction with the audience, are analyzed. The results of the study can be used to improve strategies for creating and promoting content in modern conditions of media convergence, as well as in the field of cultural studies and media research. The work contributes to understanding the dynamics of changes in the content of Chinese reality shows in the context of media convergence, identifying unique aspects of this process in Chinese culture and society. The study confirms the importance of adapting content strategies under the influence of media convergence and puts forward proposals for the development of more effective content approaches in the modern Chinese media environment.

Keywords: platform convergence, research methodology, cultural landscape, media environment, audience engagement, content evolution, media convergence, content strategies, Chinese reality shows, trends in reality programs

Abstract: The article aims to address the research gap in the field of environmental communication by integrating the advances in emotional influence sciences to understand the mechanisms and pathways via social media by which emotions impact pro-environmental behavior. This research investigates how environmental communication can integrate research's results to design a more effective communication strategy that leads to environmental actions. Hence, the methodology of the article is an exploratory review of previous research on emotion in crisis and environmental communication, particularly on the role of social media and internet memes in promoting pro-environmental behavior through emotions and emotional influence. The findings are organized into three themes. First, we present the theory of emotional influence as a lens that can shed light on the underlying mechanisms in social media that awaken users' sentiments to modify or rectify their environmental behavior as well as entice their engagement in environmental preservation. Next, the main factors affecting emotional contagion in environmental communication are analyzed. Finally, we examine the empirical evidence of pro-environmental communication strategies that were successful under emotional contagion mechanisms. The article concludes that emotional influence by internet memes is a proper strategy, particularly for new generations, in crisis and environmental communication. This research contributes to science by highlighting the significant role of emotional influence and internet memes in environmental communication, emphasizing their potential to influence public attitudes and behaviors towards environmental issues, and providing a comprehensive understanding of how these factors can be leveraged to design effective communication strategies that lead to environmental actions, offering valuable insights for researchers and practitioners in the field of environmental communication and crisis management.

Keywords: crisis communication, media campaigns, pro-environmental behavior, environmental communication, internet memes, emotional contagion, social media, digital, strategic communication, digital natives

Abstract: The subject of the study is speech activity affecting the participants of bullying situations in the context of business communications; linguistic means of implementing business bullying strategies and tactics when creating a negative media image of companies and persons in the context of information attacks; media linguistic characteristics of texts related to bullying phenomena in business communication (structure, vocabulary, style, etc.); extralinguistic factors influencing the manifestation and perception of bullying in the business environment, including socio-cultural, psychological and economic aspects. The object of the study is destructive verbal content with signs of business bullying placed in open communication channels, including its media and linguistic manifestations. Within the framework of this work, the emphasis is placed on the specifics of the media linguistic analysis of business communication texts in the context of bullying, as well as on external factors that can influence this process. Special attention is paid to the structure of subject-object relations in the practice of information aggression directed against business. The methodology has developed under the influence of modern media linguistics, when an activity-procedural, praxeological approach to the analysis of the media text is implemented. The thematic discourse of business bullying is distinguished by the length of time, complex interactions, and multicomponent structure of the linguistic architecture of media communication, so the basic method was the praxeological transdisciplinary and interdisciplinary integration of research methods, procedures and techniques – formed the basis of the work. The relevance of the research is due to the combination of the rapidly changing digital landscape, the social responsibility of business and the need for effective strategies to prevent or respond to bullying cases in business communication. The scientific novelty lies in the identification of linguistic signs of business bullying and the construction of communication models of business bullying. The results obtained can be used both in academic research and in the practical activities of the business community. The author proposes to build communication situational models of bullying in the context of business communication on the basis of subject-object relations, which allow to determine patterns of information aggression, analyze components, specify the role of participants, isolate manipulative practices, build business risk strategies, formulate strategies to combat and overcome the consequences of business bullying.

Keywords: medialinguistic analysis, communication strategy, communication model, communicator, information aggression, business communication, cyberbullying, bullying, mediatext, business bullying

Abstract: The article examines the place and role of the Chinese language in the linguistic landscape of the campus of the Peoples' Friendship University of Russia named after Patrice Lumumba. The subject of the study is written public texts in Chinese, posted on the university campus (announcements, signs, posters, etc.). The material collected by the continuous sampling method was analyzed from the positions of the addressees of the texts, their subject matter and multilingualism, and also evaluated from the point of view of compliance with the norms of the Chinese language in the texts. The effectiveness of Chinese-language written communication was assessed using a survey of Chinese-speaking students. The place of the Chinese language in the linguistic landscape of the university campus is described; it is noted that written communication in Chinese on campus plays an important role both in the educational process and in everyday interaction. At the same time, conclusions about the insufficient representation and limited thematic diversity of Chinese-language texts were drawn. Recommendations for improving written communication in Chinese are proposed, which will help optimize the process of adaptation of students from China, increase their awareness, which will generally have a positive impact on the ergonomics of the communicative space, as well as increase the status of the Chinese language in the language landscape of an internationally oriented university.

Keywords: multilanguage, ergonomics of the communicative space, internationally oriented university, intercultural communication, communicative space, written communication, linguistic landscape, university campus, international campus, Chinese language

Abstract: The proposed methodology complements the arsenal of the usual methods of segmentation, which is traditionally based on socio-demographic and financial characteristics. It is based on the study of human perception and segments the audience by sensory-representative systems. Sensory-cognitive systems are the most important element in the process of any communication. The success of transmitting, consuming and assimilating information with minimal aberration largely depends on the ability and mood of the audience to perceive the text through one or more channels. In the article, we will first consider the theoretical basis of this method, then give examples and provide an opportunity to monitor the reception of new techniques with the help of control questions. The task of PR practice is to facilitate this process for the audience by applying this technique. By targeting the audience through the leading perception channel and using the studied algorithms, professionals achieve more effective communication by fixing the consumer's interest not only on the information provided, but also on the emotional response. The algorithmic structuring of the communication process, which is an integral part of the methodology, helps to subsequently increase efficacy of PR activities, and reduce the time spent on the production of texts. In addition to obtaining the professional skill of interacting with the target audience, the technique allows one to determine the leading channel of perception by the student himself/herself and to improve the self-organization of their studies and their cognitive process. The use of workshops in teaching opens up new opportunities for personal and professional growth.

Keywords: audial perception, segmentation, advertising, public relations, teaching materials, methodology, sersoral perception, targeting, visual perception, communications

Abstract: The article is devoted to the analysis of the specifics and structure of negotiations and discourse in politics and business, some speech techniques and phrases, as well as important details of national and cultural specifics that need to be studied in order to avoid conflicts and misunderstandings. The objectives of this work are to identify the ethno-cultural features of business communication in Spanish during negotiations, to analyze some lexical units and speech structures of the Spanish business language and to describe situations that can lead to conflicts in business communication.The material of the article was scientific culturological works of russian and foreign authors, interviews of political figures and businessmen. The research methodology includes analytical, descriptive, interpretive, classification methods.The scientific novelty of this work consists in identifying and systematizing common verbal and nonverbal features of political and business negotiations in Spain, as well as the linguistic techniques used. It should be concluded that Spaniards definitely prefer verbal communication to non-verbal, try not to focus on audiovisual material and presentations. Analysis of the way of life of Spaniards, national values, traditions, holidays, shows that in Spain there is a huge number of events, festivals which reflects the expressive and creative nature of the Spanish people. Ignorance of the fundamental elements of the Spanish national culture can lead to disagreement in official business relations, so they should be thoroughly studied before negotiations begin.

Keywords: the Spanish language, socio-cultural aspect, linguistic aspect, national characteristics, politics, business, political negotiations, business negotiations, intercultural business communication, Spain

Abstract: As a research task, the authors made an attempt to analyze the phenomenon of the media narrative in the structural and functional aspect. The selected research material includes the following phenomena: Soviet posters, publications in the mass media (MSK) and videos (motivational content) posted on the TikTok platform. The subject side of the study includes narrative motifs presented in the relevant materials. The relevance of this scientific research is due to the fact that the media narrative has a large "manipulating resource" and can affect the individual or society. The manipulative "power" of the media narrative is increasing in direct proportion to the development of information technologies in modern society. The research methodology is based on the narrative theory of V. Ya. Propp, which involves the decomposition of the plot into composite invariant motifs. The analysis showed that the motive of struggle in the studied media narratives is the key one, it is repeated in all plot constructions - from the narrative of the Soviet poster to modern narrative forms. The importance of this motive is explained by the fact that it is associated with the goals of media exposure, and the recipients begin to reproduce the motives from the materials studied by the authors in reality. That is, we can say that the audience, consuming information containing this kind of media narrative, begins to become a part of it itself, but in reality.

Keywords: social networks, motive, poster, manipulation, fairy tale, smk, mythology, Propp, media, Narrative

Abstract: This article is devoted to the analysis of the most important concepts of political discourse in Russian and Chinese media for the modern society of these two countries. The article discusses various approaches to the interpretation of political discourse in Russia and China, reveals their similarities and differences, analyzes the key concepts of political discourse and draws conclusions about the specifics of their functioning in the context of modern leading print media in Russia and China. The relevance of this topic is due to the importance of analyzing and understanding the media environment in Russia and China, which nowadays plays a significant role in shaping public opinion and broadcasting state policy both inside and outside the country. The subject of the study is the most relevant concepts of the mass media of the Russian Federation and China, as well as methods for creating political discourse in these countries. As a result of the study, a list of relevant concepts of Russian and Chinese media is proposed, a list of common and distinctive features of the political discourse of the two countries is given, and the reasons for the uniqueness of the national political discourse of Russia and China, due to their national characteristics, political system, ideology, and finally, cultural differences between the two peoples, are indicated. At the same time, an analysis of the publications of the leading media in the Russian Federation and China showed that the common topics of articles in the two countries are the role of language and state ideology in the life of modern society.

Keywords: concept, language contacts, non-verbal means of communication, verbal means of communication, language unit, notion, mass media, Russia, China, political discourse

Abstract: The problem solved in this article is to determine the possibilities and advantages of a culturological approach to solving the problem of developing a general civil culture of Internet communications security. The subject of the study is the structural and functional features of this culture, and the object is the evolution of the formation of the corresponding complex of beliefs, knowledge, skills and abilities. The topic of expanding from a highly professional to a general civil culture of Internet communications security is considered. The increase in the share and importance of socio-cultural aspects compared with technical factors is analyzed. Particular attention is paid to the substantive aspects of the general civil culture of Internet communications security: the insufficiency of methods for broadcasting rules and relevant examples to a mass audience, as well as the underestimation of the formation of intuitive caution, the ability to recognize threats in a timely manner and respond correctly to incidents. The novelty lies in the postulation of the high representativeness of the security culture of financial Internet services, due to the combination of the mass nature of civilian users and transactions with funds that are highly attractive to intruders. It was here that mass Internet crime was first formed, threats and methods of attacks and, accordingly, security tools evolved. The conclusion is made: the experience of countering "social engineering" in the field of mass financial services is useful as a basis for the formation and development of a general civil culture of Internet communications security, including socio-cultural threats: fake news, disinformation, destructive and prohibited content, and others.

Keywords: destructive content, disinformation, social engineering, socio-cultural threats, mass civil culture, information security, Internet communications, fake news, hybrid warfare, safety culture

Abstract: The object of this research is abbreviation as a way of creating terminological nominations of educational discourse. The subject of the study is the structural and semantic specificity of the terms–abbreviations used in the field of educational activity. In the first part of this article, the author characterizes the process of abbreviation, clarifies the content of the term "abbreviation", differentiating it from the concept of "abbreviation", after which such an area of discourse theory as educational discourse is touched upon. Having determined the spheres of influence and interaction of this type of discourse, the author of the article gives a structural and semantic classification of terms-abbreviations, after which, using various terminological and explanatory dictionaries, identifies abbreviated linguistic units of educational discourse. The second part of this study is devoted to the description of abbreviations in the field of education. Having divided the abbreviated nominations into six semantic groups, the author of the article describes them in accordance with the structural classification. The author of the article comes to the conclusion that the majority of abbreviations are acronyms (forty-five units out of the identified sixty abbreviated nominations). The scientific novelty of the research lies in the application of structural and semantic analysis to the abbreviated nominations of the field of education. But, having studied the terms-abbreviations in the context of the relationship between structure and semantics, the author of the article comes to the conclusion that only a small part of the abbreviations of educational activities are familiar to consumers of educational services, and therefore he believes that the broad abbreviation affecting the field of education does not justify itself.

Keywords: syllabic abbreviation, acronym, initial abbreviation, reduction, abbreviation, normative document, educational service, educational product, educational process, educational discourse

Abstract: The article, written from the standpoint of sociolinguistics and communication theory, examines the concept of ethnophaulisms in relation to the concept of political correctness, and a comparative analysis of ethnophaulisms in Chinese against the background of Russian and English. The object of the study is racial and ethnic identity as the basis of political correctness. The subject of the study is ethnophaulisms in Chinese, English and Russian. The author examines in detail expressive ethnonyms in Chinese against the background of Russian and English. Special attention is paid to expressive ethnonyms in the Chinese language, due to active cultural and historical contacts between the countries. The main conclusions of this study include the following: ethnonyms in different cultures are formed on the basis of signs due to different degrees of historical, social, cultural, geographical contacts; the associative field arising in connection with the use of one or another ethnophaulism is used as a mechanism regulating the manipulative potential of political correctness, which is realized through the substitution of a true communicative intention false. The novelty of the scientific research lies in the fact that ethnophaulisms in Chinese, Russian and English are considered in connection with the problem of political correctness, which was not previously the object of a comprehensive comparative analysis.

Keywords: ethnic group, race, Russian language, English language, Chinese language, expressive ethnonyms, ethnophaulism, discrimination, political correctness, identity

Abstract: A writer who creates a work of fiction, using non-verbal means, helps the reader to imagine his characters in the process of communication: to show their emotional state, character traits, attitude to other characters, etc. The article examines the role of nonverbal communication in a work of fiction using the example of A.P. Chekhov's story "Chameleon". Attention is paid to the analysis of those nonverbal means by which A.P. Chekhov implements the individual psychological and social characteristics of the character, reveals his attitude to other heroes. The object of the study is lexical units reflecting the components of nonverbal communication and their functioning in a literary text. The subject of the study was the linguistic means of describing various ways of displaying nonverbal behavior. The paper studies such nonverbal means as visual, tactile-kinesthetic and acoustic, examines how A.P. Chekhov, conveying the appearance of the hero, his gestures, facial expressions, body movements, sounds and intonation of the voice, reflected the inner world of the hero, his social role and attitude to other characters. The following research methods were used: the method of continuous sampling of nonverbal means from A.P. Chekhov's story "Chameleon", the method of analyzing dictionary definitions. The novelty of the work lies in the fact that it presents a functional analysis of nonverbal means of communication encountered in A.P. Chekhov's story "Chameleon", a study of how psychological and social characteristics of the hero are carried out with the help of nonverbal means, his attitude to other characters is revealed. Each of the functions of nonverbal means is accompanied by an example.

Keywords: internal state, characteristics of characters, feelings, emotions, takesics, proxemics, kinesics, non-verbal communication, non-verbal means of communication, communication

Abstract: The subject of the study is the peculiarities of the development of interpretation skills. The object of the study is the formation of oral conversational skills among linguists-translators when teaching Chinese as a foreign language. The study used methods of deduction and induction, comparative, contextual analysis. The author examines in detail such aspects of the topic as the formation of translation erudition, characteristics and methods of teaching interpretation, identification of effective exercises for translators. It is noted that a professional translator specializing in consecutive translation should be fluent in Chinese and Russian, have high stress resistance. Special attention is paid to the development of short-term memory, working out of oral speech. The main conclusions of the study are the need to pay attention to group and individual speech, practice with native Chinese speakers and use authentic materials to replenish vocabulary, apply an integrated approach for the most effective development of hieroglyphs, form a system of extralinguistic knowledge, exercises that allow you to deeply explore the culture and traditions of the Chinese people. The novelty of the research lies in the study of approaches to the formation of oral conversational skills among linguists-translators, the development of methodological recommendations. The importance of articulation gymnastics, which should precede practical exercises, is substantiated. A special contribution to the study is the identification of the functional principle, the classification of authentic training materials.

Keywords: extralinguistics, integrated learning approach, conversational practice, formation of speech skills, linguistics, teaching methods, translation, oral speech, Chinese language, vocabulary

Abstract: The article is a study of the texts of self-presentation on the example of a video essay by students. The subject of consideration is linguistic means and techniques, compositional and stylistic features of mediated self–presentations, the implementation of pragmatic attitudes of speakers in them. The relevance of the work is due to the need to form and evaluate effective methods of teaching the genre of self-presentation as an important component of students' communicative competence in the field of business communication. In the course of the research, general scientific methods of observation, comparison, description, comparative analysis of linguistic material and the linguistic method of interpretive analysis were used. The methodological basis of the work was made up of current scientific publications in the context of the linguistic approach to the phenomenon of self-presentation, including articles on the methodology of teaching the creation of this type of texts. The material for the analysis and evaluation of lexico-stylistic, organizational and pragmatic characteristics of self-presentations were videos prepared by first-year students as part of a special assignment for the course of lectures "Business Communications". To solve the problems of the study, the parameters of the examination of speech works were determined: the presence of an object of self-presentation, the clarity of the target setting, tactical and strategic planning, intra-textual language regulatory means, the presence and relevance of speech creativity, etc. Special attention is paid to the verbal method of positioning. According to the results of the study, the most frequent shortcomings and speech errors, as well as typical problems and difficulties of students in the process of text generation are grouped and described. The degree of success of the implementation of the communicative plan was significantly influenced by the factor of students having professional communication experience. The pragmatic intentions of first-year students presuppose the presentation of qualities corresponding to the stereotypical images of professionals and conscientious employees formed in society. A positive image is created by students by orienting the formulations of the text being created and the factual and axiological series presented in them to the standard requirements of the business environment. At the end of the article, the author's version of a comprehensive methodological solution to the problem of the formation of self-presentation skills among students is proposed.

Keywords: business communications, speech work, communicative competence, text, speech activity, speech genre, language personality, official-business style, culture of speech, self-presentation

Abstract: The relevance of the study of the linguistic representation of psychological practices is due to the need to introduce complex effective methods into the professional use of psychologists, allowing clients to cope with problematic psychological conditions. It is the linguistic perspective of considering these practices, the analysis of the word usage associated with them, that will increase their effectiveness by outlining the image of the linguistic personality. Interjection performs the function of mediation between the verbal and nonverbal levels, acting as an ideal linguistic element for both elaboration and representation of such psychological practice. In turn, research at the intersection of sciences will allow solving topical linguistic problems related to interjections. The article describes for the first time the author's psychological method of integrative voice therapy of O.B. Plistik and investigates the linguistic side of this technique: the features of the use of interjections in the framework of the practice "Human world order in the field of sound", which is the basis for integrative voice therapy. The article analyzes the data obtained during the survey based on the results of a free associative experiment, showing a tendency to the distribution of interjections according to the stratification developed within the framework of integrative voice therapy. The obtained results provide a rich material for the study of the features of the modern Russian-speaking picture of the world and the specific features of the linguistic personality correlated with the respondents.

Keywords: the survey, language personality, free associations, associative experiment, psychological practices, emotional sphere, the picture of the world, stratification, integrative voice therapy, interjection

Abstract: The principle of politeness is a means of communication widely used in every society by individuals, but this principle has peculiarities in different cultures. The principles of politeness play an important role in the analysis of the speech etiquette of communicants of different cultures. In recent decades, there has been an increasing interest in their study. Despite the increased interest, no research has yet been conducted on the differences in the principles of politeness in Chinese and Russian linguistic cultures. This article examines these differences on the basis of the principle of politeness of J. Lich and the principle of courtesy of Gu Yuego with Chinese specifics. The characteristic features of Chinese national culture and Russian national culture are revealed through comparison. Compared with Chinese, Russians have different attitudes towards modesty; secondly, the Russian social interaction is much simpler than the Chinese one; thirdly, solidarity relations prevail in Russia, whereas power relations prevail in China; fourthly, China and Russia have different attitudes towards the word《老》 [ lǎo] /old Chinese character 《老》[ lǎo] in some cases is a symbol of wisdom, and when addressing the elderly using the word《老》[ lǎo], respect is shown to the addressee, whereas in Russia this addressing is considered as a manifestation of harshness and rudeness; fifth, Russians pay more attention to personal life than the Chinese. Thus, some principles of politeness applied in China may be considered very impolite for Russians and vice versa.

Keywords: maxim of tact, using relevant references, modesty, cross-cultural communication, maxims of politeness, the principle of politeness, the principle of cooperation, maxim of good manners, solidarity relations, power relations

Abstract: This article examines the problem of business communication on the Internet on the example of the Russian and Chinese languages. The relevance of this research is substantiated by the progressive international relations, and lies in studying the peculiarities of the culture of international business communication on the Internet, namely between China and Russia. Although the economic cooperation between the two countries are rapidly developing, the problem of mutual intelligibility remains acute. In the globalization era, the Internet is crucial factor that effects the specifics of the culture of business communication. The article aims to reveal the peculiarities of international business communication on the Internet, taking into account the specifics of the parties to communication on the example of China and Russia). The subject of this research is the specifics of international business communication on the Internet between China and Russia. The object is the China-Russia business communication via the Internet. The scientific novelty lies in comprehensive analysis of the forms and specifics of international business communication on the Internet between China and Russia. The main conclusions are as follows: business communication on the Internet is affected by such factors as mentality, national traditions, established etiquette norms and rules; the Russian and Chinese business communication on the Internet is characterized by standardization, use of speech patterns, cliché; Russian and Chinese business representatives must have command of both languages alongside broad knowledge on culture and traditions of the partner country, show flexibility manifested in the use of modern technologies of conducting business, namely the Internet and its capabilities.

Keywords: speech etiquette, cliched phrases, formal business style, Internet technologies, Russian language, Chinese, international business communication, linguistic features, business ethics, international negotiations