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