Abstract: The subject of the study is the peculiarities of perception and prioritization of moral and ethical values among Russians and Chinese based on an associative experiment, the object of the study is moral and ethical values in Russia and China. The authors consider in detail such aspects as the key differences in the moral and ethical values of the two cultures, the influence of historical and philosophical traditions on the formation of ethical norms. Special attention is paid to such phenomena as globalization, technological progress, the spread of individualistic values, as well as subsequent changes in moral and ethical guidelines in both China and Russia. The authors note the importance of preserving traditional values and passing them on to the next generations. The directed associative experiment conducted by the authors helps to fully consider the object and subject of the study, which helps to identify the most significant moral and ethical categories in the minds of Russians and Chinese. The research methodology is determined by the set goal and is complex in nature: general scientific methods of analysis and synthesis, a descriptive method with methods of observation and generalization, a comparative method and a method of socio-cultural analysis were used, and a linguistic associative experiment was conducted. The scientific novelty of the study lies in the cross-cultural comparison of associative ideas about morality, which makes it possible to identify social and historical factors influencing the formation of morality and ethics in the two countries. The conducted associative testing revealed key differences and similarities in the perception of the main moral and ethical categories by Chinese and Russian societies. Using the results and statistics of the experiment, the authors came to the conclusion about the profound influence of Confucianism and collectivist culture on the worldview of the Chinese, as well as on the connection of Christianity, Russian art and the hierarchy in society established in the earlier period of Russian history with modern value orientations of Russians. At the moment, the number of scientific papers examining the difference between Chinese and Russian mentalities using an integrated and multifaceted approach using practical methods seems to be very limited. The results obtained can be useful for further research in the field of intercultural communication and international relations.

Keywords: language association experiment, culture, moral and ethical qualities, traditional values, cultural linguistic, morality, ethics, Russia, China, concept

Abstract: This article is devoted to the study of the problems of non-subjective valence of the German verb "fliegen" and its Russian equivalent "to fly" in a comparative aspect. The subject of the research in the article is the identification of indicators of the non-subjective valence of the above-mentioned verbs. The purpose of the study is to identify similarities and differences in the functioning of the non-subjective valence of the corresponding verbs in German and Russian. The study was conducted on the basis of examples from lexicographic sources of the German dictionaries Duden Universalwörterbuch, Langenscheidts Großwörterbuch, "Wörter und Wendungen" by E. Agricola and Russian dictionary sources by V.I. Dahl "Explanatory Dictionary of the living Great Russian language", "Explanatory Russian Dictionary" by S.I. Ozhegov, "The Great Explanatory Dictionary of the Russian Language" by D.N. Ushakov and "The Great Explanatory Dictionary of the Russian Language" by S.A. Kuznetsov. The methods of comparative analysis, semantic analysis, quantitative analysis and modeling method were used in the article. The scientific novelty of the study lies in the primary identification of similar and unique cognitive indicators of the manifestation of the non-subjective valence of the German verb "fliegen" and the Russian verb "to fly" in the study of dictionary sources. The study revealed the absence of complete similarity in the representation of nine indicators of non-subjective valence in the verbs "fliegen" and its Russian counterpart "to fly", there are only some similarities in the identified indicators, for example, the Means of movement, Direction of movement and Time of movement of a person. The German verb "fliegen" and its Russian counterpart "to fly" have both common and distinctive indicators at the qualitative and quantitative levels.

Keywords: human, non-subjective, comparative aspect, similarities and differences, lexicographic sources, valency, indicator, to fly, movement, actant

Abstract: This article explores English–language terminological units within the field of psychology and addresses the challenges faced by translators when translating psychological texts from English into Russian and Italian and vice versa. The primary objective of this study is to identify the specific problems involved in translating psychological terms from English into Russian and Italian, as well as to propose possible strategies to tackle these challenges. The article presents terminology utilized in English, Russian and Italian, along with examples of borrowings from English into these languages. It examines various translation options for the same term through the lens of English-language psychological terminology. The relevance of this article is underscored by the active integration of specialized psychological terms into everyday language, the increasing interest in psychological research, and the rising demand for translation services in this domain. Based on the results of the study, it can be concluded that the primary reason for the difficulties encountered in translating psychological terms from English into Russian and Italian is the translator's inadequate understanding of the conceptual content of the terminological units. Additionally, the translator's lack of knowledge regarding the foundational ideas, concepts, and theories of specific psychological schools and approaches further exacerbates the issue. Consequently, this hampers the process of selecting equivalent terminological units in the target language and ultimately diminishes the quality of the translation. It was found that most of the difficulties discussed in this article are typical for translating scientific psychological texts from English into Russian, whereas a translator working with the English-Italian language pair faces such challenges much less frequently.

Keywords: psychological discourse, terminological system, terminology, term, psychology, psychological term, translation, English, Russian, Italian

Abstract: Causative verbs play a significant role in linguistic research, reflecting the complex interplay between syntax and semantics. Causativity, as a linguistic phenomenon, is associated with the expression of cause-and-effect relationships, where one participant (the causer) initiates an action performed by another participant (the causee). Causative verbs are studied within various linguistic frameworks. One of the key approaches is Leonard Talmy's theory of force dynamics, which views causativity as an interaction between Agonist and Antagonist. Within the framework of generative grammar causative constructions are analyzed as the result of syntactic transformations, where the causer occupies the subject position and the causee—the object's. Cognitive linguistics emphasizes the semantic and conceptual basis of causativity, considering it a reflection of cognitive processes. This article analyzes analytical causative constructions such as John made Jack run, where the relationship between the nominal part (John) and the verb (made) is treated as primary predication, while the relationship between Jack and run is treated as secondary predication. Based on the analysis, six syntactic models of causative constructions are identified, each characterized by a specific set of causative verbs and morphological forms of the resultant element. These models reflect a variety of ways to express causativity, ranging from direct coercion to more complex interactions, such as persuasion or manipulation. Unlike modal verbs, causative verbs exhibit greater flexibility in combinability: they can be used not only with infinitives but also with other morphological classes and forms, such as gerunds, present and past participles, adjectives, and nouns. This expands their functional capabilities and allows for more precise expression of nuances in causative relationships. The article emphasizes the importance of semantic analysis in the study of causativity, demonstrating how the same syntactic structure can express different types of relationships depending on the context and semantics of the elements used.

Keywords: Agonist, Antagonist, functional characteristics, primary predication, syntactic models, force dynamics, cognitive semantics, analytical causative structures, causer, causee

Abstract: This study examines user engagement discursive strategies in social media. The research is relevant due to fundamental transformations in digital communication that significantly alter brand-consumer interactions. The research object is the user engagement discourse created by "Russian Standard" and "Wuliangye" brands on VKontakte and Weibo platforms during January-December 2024. The subject focuses on culture-specific features of interactive discourse formation in different linguocultural environments. The article analyzes communicative strategies of both brands, identifying their structural components and functional characteristics. It explores linguistic structures, rhetorical techniques, and multimodal elements implementing consumer engagement strategies, while examining cultural specificities in Russian and Chinese brand discursive practices. The methodology integrates critical discourse analysis, functional linguistics, and multimodal semiotics through systematic examination of verbal and non-verbal components, audience interaction mechanisms, and semiotic resource integration in meaning construction. The scientific novelty lies in revealing multi-component architectonics of discursive strategies and multi-level user engagement gradation, introducing systematic comparison of communicative practices in Russian and Chinese social media environments. The author proposes an integrative model combining linguistic, semiotic, and sociocultural aspects of digital communication. The analysis reveals distinct implementation patterns across cultural contexts: the Russian brand emphasizes procedural regulation and individual expression, while the Chinese brand prioritizes value coherence and collective identity. The research establishes significant differences in emotional construction and social connectivity modes, demonstrating that culturally determined communicative practices maintain substantial significance in social media despite digital marketing globalization.

Keywords: brand discourse, linguoculture, discourse analysis, digital marketing, cross-cultural analysis, multimodality, brand communication, user engagement, social media, digital communications

Abstract: Each national literary language is characterized by its own mechanism of cultural information compression; precedent names are treated as one of the linguistic means of fixing and transmitting cultural meanings. The purpose of the undertaken study is to identify a corpus of precedent names that are distinguished by recurrence in business news discourse and to describe the features of their usage in it. The topicality of the study of precedent names (mainly related to fairy tales or literary works of fiction by European, North American and Russian authors) in business news discourse is determined by the constant evolution of this subtype of discourse and the exponential growth of implemented manipulation techniques in it. The study is carried out at the junction of the theory of allusiveness and discourse studies. The study implements methods of etymological, quantitative, contextual analysis of lexical units, as well as comparative analysis of texts of dictionary entries and periodicals. The scientific novelty of the research reveals itself in insufficient academic writing on the notion of allusiveness in business news discourse: to date, a thesis (2008) and under ten articles (2014–2023) on this topic have been published. The main results can be formulated as follows. Two (Scrooge, Shylock) of the eleven precedent names (Anna Karenina, Cinderella, Dorian Gray, Don Quixote, Goldilocks, (Dr) Jekyll and (Mr) Hyde, Robinson Crusoe, Rumpelstiltskin, Scrooge, Shylock, Tom Sawyer) are characterized as having a direct economic genesis. The analyzed precedent names have both constant and variable connotations in business news discourse. The precedent names function mainly in accordance with the business news discourse requirements of verification, appeal to experts' opinion, etc.

Keywords: business news discourse, verification, connotation, linguocultural dictionary, economic relations, literary name, recurrence, precedent name, allusiveness, precedence

Abstract: At present, the strategic cooperation between China and Russia in the new era has reached the highest level in history and continues to develop, which is of great importance for the continuous promotion of cultural exchanges between the two countries, and cooperation in the field of mass media is an important part of Sino-Russian exchanges. The subject of the study is the transformation of digital media cooperation between China and Russia in the context of a comprehensive strategic partnership. The object of the research is the technological, institutional and communication aspects of cooperation. The authors consider such aspects of the topic as: the introduction of neural network algorithms (using ChatGPT as an example), the evolution of hybrid media formats (streaming platforms, cross-media projects) and the evaluation of the effectiveness of content strategies through engagement metrics. Special attention is paid to the comparative analysis of cases. The paper uses methods of comparative analysis, case study and synthesis of empirical data, which allows to identify the dynamics of cooperation over the past decade. The main results include: The growing use of artificial intelligence and Big Data in joint media projects; Expansion of cooperation formats from traditional media to cross-platform digital solutions; Strengthening the role of social media in shaping a positive image of bilateral relations. Particular attention is paid to systemic issues, including differences in regulatory approaches, language barriers, and the need to adapt content for the audiences of the two countries. The scientific novelty of the study lies in a comprehensive assessment of the impact of geopolitical partnership on the media sphere, as well as in the development of criteria for the effectiveness of digital communications. The practical significance of the work is related to the formulation of recommendations on optimizing the legal framework, creating joint technological platforms and developing human resources. The authors conclude that the digitalization of media cooperation requires the harmonization of strategies of both countries while preserving the national identity of the content.

Keywords: media technology evolution, media communications, cross-cultural content, international communications, digital platforms, Social platforms, media technologies, China-Russia relations, traditional media, new media