Abstract: The subject of the research is the structure of WhatsApp and Viber subconcepts in Russian linguistic consciousness. The aim of the research is to describe the response of the brain association areas to WhatsApp and Viber stimuli and develop a classification of cognitive criterions. In his research Klyuev pays special attention to comparison of subconcepts category structures, in particular, he carries out a comparative analysis of classifiers that were obtained as a result of cognitive interpretation of nominative areas subconcepts. The resaerch material included responses that were recorded during a free association experiment (on the Internet network). The method of the author's conceptual research is a cognitive interpretation of linguistic units that nominate the content of subconcepts (associates are united into cognitive features that were later developed into a list of classifiers based on the data obtained). The main results of the research include the following: determination of similarity of subconcepts at the level of their area organization and category structure; definition of cognitive features "color and elements of the graphic style' and 'WhatApp and Viber names' as the primary methods of differentiating between subconcepts in a user's mind; and definition of a significant share of affective features in the structure of both subconcepts. 

Abstract:  The subject of this research is the structure of the social media concept in Russian linguistic consciousness. The purpose of this research is to present the structure of the social media concept from the point of view of cognitive interpretation of linguistic units that comprise the nominative area thereof. According to the author of the article, social media is the phenomenon that is interesting not only for basic users but also professional researchers and specialists of different spheres (marking, journalism, philology, communication, etc.). The research method used by the author for his research was the comparative analysis of professional literature and results of psycholinguistic experiment. Experimental material has been collected by using the method of direct interpretation of words in a form of a network survey. The results of the research have demonstrated that the social medial concept refers to the categorial type of conceptual structures and the key classification features of social media are people, communication and Internet resource. Nominations that denote these features comprise the core of the concept categorial structure. Bright cognitive features also include the 'network' feature that acts as a prototype for the social media category which has been proved by other researchers.