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

Abstract: Starting from the 1980s, a large number of works by Russian female writers have been translated into Chinese. The translation of G. Yakhina's work "Zuleikha Opens Her Eyes" appeared in China in 2017, and the translation of the novel "My Children" was published in 2020. At the same time, the number of research outputs on G. Yakhina's creative work has increased. The aim of the study is to analyze the perception of G. Yakhina's work in Chinese criticism and literary studies. An attempt is made to determine the reasons for the attention of Chinese researchers to the writer's works. Articles written from 2015 onwards are examined, noting a significant increase in scholarly works since 2019, including dissertation research. The main subject of the study is the specificity of the interpretation of G. Yakhina's novels ("Zuleikha Opens Her Eyes," "My Children") by Chinese scholars. The methodology includes the systematization of data from the CNKI platform, comparative analysis of the approaches of Russian and Chinese researchers, as well as the application of interdisciplinary methods. The scientific novelty of the study lies in the fact that it is the first time the interpretation of G. Yakhina's work in China is considered in light of the specifics and directions of Chinese research. Based on a selection of 38 works by Chinese scholars, the article analyzes the trend of studying G. Yakhina's work in Chinese literary studies, focusing the research attention on the issue of the relationship between the work of Russian and Chinese literary scholars. It concludes that interest in the writer's work is growing in China, which is due both to the depth of her works and to the development of methodologies in Chinese studies. The main directions of analysis include: the specifics of translation and representation of G. Yakhina's works, the reflection of feminist ideas, the system of images, motifs, narrative strategies, psychological aspects (including Freudian psychoanalysis), and chronotope.

Keywords: chronotope, psychoanalysis in literature, cinematic narrative, literary motifs, image system, female identity, women's prose, Chinese literary studies, Guzel Yakhina, comparative studies

Abstract: This study addresses the increasing need for a detailed examination of the influence of the socio-cultural context on emotion perception in social advertising, considering the specific linguistic and national backgrounds of the target audience. The subject of the research is the linguocultural specificity of emotion verbalization in social advertising materials in Russian, English, and Turkish. The aim of the study is to identify and systematize the peculiarities of emotional image perception in social advertising within different linguocultural contexts. The theoretical foundations of polycode means contributing to emotional transmission, as well as their effectiveness in multilingual contexts, are considered. The research methodology includes a comparative analysis of emotional expressions and ethnic characteristics based on a developed matrix that describes various emotions and their perception in Russian, English, and Turkish. The analysis, grounded in the comparison of emotional expressions and ethnic characteristics, reveals differentiation in the interpretation of feelings among the three language groups. The scientific novelty of the research lies in the development and validation of a comprehensive methodology for the linguocultural analysis of polycode means of expressing emotions in social advertising, considering the interaction of verbal, non-verbal, and socio-cultural factors. A systematized matrix is proposed for the first time, enabling a comparison of the emotional impact of advertising messages in Russian, English, and Turkish linguocultural contexts. The results obtained allow for the identification of universal and specific features of the emotional impact of social advertising. The conclusion is drawn that the effective application of polycode tools, considering linguistic and social factors, significantly intensifies the effectiveness of social advertising and optimizes interaction with various groups of society. The significance of the research lies in its practical application for creating more sensitive and relevant information campaigns, contributing to a more effective impact on public opinion and behavioral change.

Keywords: cultural stereotypes, comparative analysis, verbalization of emotions, cultural differences, audiovisual elements, audience, cultural context, emotional connection, polycode means, social advertising

Abstract: The relevance of the study is determined by the fact that in the Soviet period the pages of the history of the sports life of pre-revolutionary Russia were interpreted in accordance with the ideologies of the time or deleted from the cultural and historical discourse. The problem of the study is that today there remains a range of issues related to a deeper study of the socio-cultural aspects of the genesis of Russian sports, the specifics of the first stages of its development, the integration of Russian sports into the international sports and Olympic movement. One of the objective sources of studying this problem is the periodical press, which reflects the interest of society in various phenomena, issues and problems of the time. The object of the study is sports magazines published in Russia in the pre-revolutionary period. The subject of research is the specifics of the popularization of sports in Russian periodicals at the turn of the 19th-20th centuries. This period is characterized by the progressive development of sports in the cultural space of pre-revolutionary Russia. The purpose of the study is to identify the role of the pre-revolutionary press in popularizing sports in Russia, disseminating the ideas of Olympism, and shaping the population's need for physical education and sports. The methodology of the interdisciplinary approach used in the work determines the inclusion in the study of an analysis of examples from periodicals illustrating the formats of sports presentation in the cultural space of pre-revolutionary Russia at the turn of the 19th-20th centuries. The source base was sports periodicals: separate issues of the magazines "Russian Sport," "To Sport!," "Hercules," "Chess Review," "Falcon," "Beauty and Strength," "Bulletin of Sports and Tourism." The author concludes that the Russian press of the pre-revolutionary period performed a number of functions: information, educational, organizational, propaganda, presenting information about world and Russian sports forums, about the performances of Russian athletes, results and sports achievements, the development of sports in educational institutions, and in general - in large industrial centers of the Russian Empire. Materials on sports and Olympic topics published in the print media had a significant impact on the formation of public opinion about sports as a social phenomenon, contributed to the formation and development of the domestic sports and Olympic movement, the dissemination and popularization of the ideas of Olympism in Russia. The results of the study have sociocultural significance and may be of interest for further research.

Keywords: Olympic Games, Russian press, prerevolutionary period, cultura, popularization, propaganda, newspapers, magazines, Olympism, sports

Abstract: The author analyzes the potential impact of Russian media on public opinion and the country's foreign policy. The object of the research is the media news of the main Russian media (TASS and RIA) over the past five years devoted to the Asia-Pacific region. The author explores in detail how media coverage shapes the perception and attitude of Russian society towards the Asia-Pacific region, as well as provides public support for the government's "Eastward orientation" policy. Special attention is paid to how the main Russian media reflect and broadcast the diplomatic position and strategic intentions of the government, acting as an important channel of public diplomacy between Russia and the countries of the region, as well as analyzing trends in content, emotional coloring and hidden political motives in materials dedicated to China, Japan and the ASEAN countries. The research methodology is based on a critical analysis of scientific literature and the analysis of media texts from Russia's leading news agencies (TASS, RIA Novosti and others) in the period from 2020 to 2024. The leading Russian media use a clear narrative strategy in shaping public opinion in the Asia-Pacific region, which is closely linked to changes in foreign policy. Agencies such as TASS and RIA, while praising allies and minimizing conflict aspects, present Russia as a necessary partner, strengthening domestic trust in China and demonstrating a tough stance on territorial disputes with Japan, as well as broadcasting the Russian view on the international arena. Although the effect varies by country (in China it is especially noticeable, and in Japan and the ASEAN countries it is less pronounced), the Russian and Chinese media, being in resonance and regularly using the terms "multipolar Asia" and "turn to the East", vividly demonstrate the unity of a common strategy. The analysis of key events demonstrates the dynamic variability of the media narrative and its potential impact on public opinion.

Keywords: China-Russia Relations, National Image, ASEAN Countries, Opinion Shaping, Media Narratives, Japan, China, Russian media, Asia Pacific Region, public opinion

Abstract: The subject of the research is the characteristics of how Russian media cover key political issues in the Asia-Pacific region (relations between China and the United States, as well as disputes in the South China Sea); the object of study is the publications of major Russian media (Sputnik, TASS, RIA) made in 2019 to 2024, dedicated to issues of China-U.S. relations, the South China Sea dispute, and other related topics. The author examines in detail the distribution of publication numbers, the dynamics of their frequency, and commonly used lexicon, analyzes the macro characteristics of the content, emotional tone, and trends in agenda-setting and discursive framing, studying their influence on the formation of images of the parties involved in matters related to China-U.S. relations and the South China Sea dispute. Special attention is paid to how Russian media, through information selection and framing, utilize these materials to implement Russia's overall foreign policy strategy and project its soft power. The study employs quantitative content analysis and qualitative discourse analysis methods. Using Python and other specialized tools, text mining was conducted, which allowed for the identification of high-frequency lexical units and their collocational relationships. The main conclusions of the study are : Russian media, through selective disclosure of information and the formation of certain discursive frameworks, portray issues related to China-U.S. relations and the South China Sea dispute in a biased manner, thereby creating a positive strategic image. This coverage not only deeply reflects Russia's aspirations in foreign policy and strategic interests but also reveals the dual role of the media in contemporary international communication—as an instrument for transmitting state policy and as an important means of demonstrating national soft power. The novelty of this research lies in the fact that it applied an integrated approach, combining quantitative and qualitative methods for the first time, allowing for a systematic analysis of the agenda-setting and discursive strategies underlying Russian media reports and providing a new theoretical perspective for the field of international communication.

Keywords: Asia-Pacific region, International image, Discourse construction, Agenda setting, Public opinion guidance, South China Sea, China, Political issues, Russian media, Soft power

Abstract: The subject of this research is the problems of state control over media markets in the post-truth era, with an emphasis on how such control affects public perception and dissemination of information. The object of the study is based on the analysis of two case studies — the "Rat's Head or Duck's Neck" incident and the "Mathematical Genius Jiang Ping" incident. This study highlights the limitations imposed by government oversight on media diversity and pluralism in China. Applying the theory of media ownership, the theory of agenda formation, and the theory of the public sphere, the authors of the study show how state-controlled media limit the diversity of narratives, narrow the scope of public discourse, and shape public perception, ultimately influencing the reliability of information in the context of post-truth. The comprehensive approach in the study allows us to understand how the state controls information flows, the process of prioritization in the public consciousness and the formation of the public sphere in the context of post-truth in China. The research methodology is comprehensive, it includes: case study, data collection methods (statistical analysis and text analysis), application of theoretical foundations (theory of media ownership, theory of the public sphere, theory of agenda formation), comparative analysis. The novelty of this study is explained by the following factors: an integrated approach is applied, the research topic is relevant (a fresh look at the problem in the Chinese context), real-world case analysis, the insufficiency of the previous research base on this issue, the practical significance of the study (the conclusions of the study may be useful for politicians in China who seek to improve public confidence in the state media and make the system of state information and regulation more effective).

Keywords: narrative, control, dissemination, information, discourse, public, post-truth, market, media, state

Abstract: The article attempts to resolve the contradiction between the dating of M.N. Muravyov's message to I.P. Turgenev and the official naming of the addressee: "His Excellency". The date adopted since the first publication of the message (1774) and the date clarified in the twentieth century (1780s) do not coincide with the address for the rank of general. This contradiction can be resolved by studying the text of the message, using the methods of contextual, discursive and semantic analysis. Since the genre of Muravyov's epistle can be defined not only as a "friendly", but also as a "comforting message", the examples given in it should reflect the specific circumstances of the addressee's life. These examples, in exact accordance with the genre, are taken from ancient history and literature. These are the "elder" described by Horace, the consul of Ancient Rome Aemilius Paulus and the Spartan commander Pedaret. The research method is a semantic analysis of the text of Muravyov's poem, combined with a comparative analysis of the semantics of the poem and the semantics of literary and historical sources on which the author relied when writing his work. The result of the study is the understanding that the three examples given by the author indicate a number of difficult circumstances in the life of I.P. Turgenev, which occurred in the second half of 1803. At that time, the old comrades worked closely together in the restructuring of the management of Moscow University: Turgenev, as the director of the university, who was completing his activities, and Muravyov, as the incoming trustee of the university. This collaboration created an emotional background for the final part of the message dedicated to Moscow University and those people who led it in the years when M.N. Muravyov and I.P. Turgenev studied there. In this regard, the most likely dating of this poem is the second half of 1803 or the very beginning of 1804.

Keywords: Bogdanovich, Sumarokov, Derzhavin, Seneka, message genre, University of Moscow, Turgenev, Muravyov, Russian literature, Eighteenth century Russia

Abstract: This article examines the specifics of the functioning of emotive media within the framework of sports discourse, with an emphasis on the football journalistic texts. The research focuses on three main types of emotives: nominative emotives, associative emotives, and expressive emotives, which play a key role in creating the emotional coloring of a sports narrative. Emotive nominatives are studied as means of designating objects or phenomena that carry additional emotional load through the choice of vocabulary, metaphors, or periphrasis. They help the authors convey their feelings about events, participants, or match results. Emotive associatives are analyzed as elements that form emotional associations in the reader through the use of comparisons, allusions and contextually significant references. Finally, expressive emotives are studied as the most straightforward tools for expressing emotions, manifested in expressive vocabulary, interjections, and stylistic figures. Based on the analysis of real texts from football journalism, the features of the use of these categories of emotive media, their interaction and influence on the perception of a sporting event by the target audience are revealed. This work is of interest to linguists studying sports discourse, as well as to journalism practitioners seeking to improve the effectiveness of communication in the sports field. The study uses a linguistic approach to the analysis of emotive vocabulary in sports discourse, including the classification of emotives into nominatives, associatives and expressives to identify their role in expressing emotions and building a communicative connection. The scientific novelty of the research lies in a comprehensive analysis of the emotive vocabulary of sports discourse through the prism of a linguistic approach, which allows us to identify the features of the functioning of emotives in English media texts. For the first time, a classification of emotive units within the framework of sports discourse is proposed, taking into account their semantic specificity and communicative role. The study demonstrates how emotive vocabulary forms an emotional connection between the reader and a sporting event, contributing to a deeper understanding of the context. The results obtained are of practical importance because the use of emotive vocabulary increases students' motivation and develops critical thinking. The work confirms the hypothesis that emotives of various types not only express emotional states, but also serve as an important tool for forming a linguistic personality, helping to overcome the language barrier and successfully assimilate a new vocabulary.

Keywords: football, emotionality, emotivity, superposition, emotive-expressives, emotives-associatives, emotives-nominatives, sports discourse, communication act, emosomes

Abstract: The article examines the names of restaurants in St. Petersburg based on a linguocultural analysis. The subject of the study is the linguocultural codes of ergonyms in St. Petersburg. The object of the study is the ergonyms of St. Petersburg. The paper distinguishes the terms "linguocultural code" and "ergonym" to refer to the objects of research. An "ergonym" refers to a type of urbanonym that signifies the names of enterprises of various functional profiles. The term "linguocultural code" indicates the equality of linguistic and cultural components. The aim of the research is to identify specific linguocultural codes in the names of restaurants in St. Petersburg. The material for the study consisted of 700 names of restaurants and cafés in St. Petersburg collected from online resources. The aim of the article necessitated the comprehensive application of various methods: descriptive method, comparative analysis in the collection and analysis of ergonyms, synchronic method, classification method, method of linguocultural analysis, and quantitative counting technique. The scientific novelty of the research lies in the systematic identification of specific linguocultural codes in the names of restaurants in St. Petersburg. Moreover, to date, the number of scientific works dedicated to the analysis of linguocultural codes in the names of restaurants in St. Petersburg remains quite limited. As a result of the linguocultural analysis of the 700 names of restaurants in St. Petersburg, the dominant linguocultural codes were identified: anthropomorphic (27.5%), gastronomic (26%), and topomorphic (16.57%). The anthropomorphic code emphasizes the role of humans in nomination. It should be noted that the gastronomic code is characteristic of restaurant names. The study confirms that restaurant names serve as a "living archive" of the cultural memory of the city of St. Petersburg. Linguocultural codes function as semiotic markers and reflect the interaction of language, culture, and urban space.

Keywords: linguocultural analysis, urbanonymy, urbanonims, the name of the restaurant, commercial names, ergonym, cultural code, code of culture, linguocultural code, linguoculturology

Abstract: The subject of the study is the linguistic and cultural component of the semantics of toponyms of various types of the city of Moscow. The main features of the Moscow toponymy and those lexico-thematic classes and groups with which they relate are established in the study. Various layers of Moscow toponyms have been identified from a historical point of view: the foundations of pre-Christian origin (Finno-Ugric, Baltic, Slavic), the foundations associated with the spread of Christianity, including those of Russian origin, the foundations that appeared in the modern historical era, mainly of Soviet origin. Precedent names in the toponymy of Moscow are characterized from the perspective of a broader consideration of precedent phenomena. First of all, the method of linguistic and cultural analysis was used as research methods, the method of internal reconstruction, the method of etymological analysis, and the method of interpretation of meaning were also used. The scientific novelty of the study consists in highlighting the peculiarities of the influence of various cultural, social and religious factors on different types of producing bases of toponyms of the city of Moscow. The phenomenon of the Moscow toponym is considered as a unique phenomenon associated with the mechanisms of preserving cultural tradition. The results obtained can be used both in further research on the analysis of Moscow microtoponymy and macrotoponymy, and for a general analysis of the onomastic, in particular, toponymic system of the Russian language. The results of this study also reveal the peculiarities of the influence of extralinguistic factors, in particular, cultural and socio-political factors on the development and change of both the form and semantics of geographical names. The research materials are planned to be used in the process of teaching Russian as a foreign language.

Keywords: the cultural component of toponymy, precedent name, a precedent-setting phenomenon, cultural connotations, linguistic and cultural features of toponyms, oikonyms, etymology of toponyms, urbanonyms, hydronyms, toponymy of Moscow

Abstract: The article examines the impact of CAT tools (Computer-Assisted Translation) on the accuracy and naturalness of translation in business communications. The paper examines the theoretical foundations of their work, linguistic aspects, methods for assessing the quality of translation, as well as cognitive effects and development prospects. The main goal is to determine to what extent automated translation systems meet the criteria of accuracy and naturalness of the text in comparison with professional translation, to identify their capabilities and limitations. The key mechanisms of CAT tools, such as Translation Memory, integration with machine translation systems, terminology databases and automatic quality control, are considered. Special attention is paid to the impact of these technologies on the stylistic adaptation of the text, as well as on their applicability in various business areas. The advantages and limitations of automated translation in legal, technical and marketing texts are analyzed, as well as the prospects for the development of interactive systems capable of adapting to the context and style of the target audience. In the course of the work, methods of comparative analysis of translated texts, linguistic study of syntactic, semantic and pragmatic features, as well as case analysis of the effectiveness of CAT tools in the legal, technical and marketing fields were used. The results of the study show that CAT tools significantly improve the accuracy and consistency of translation in technical and legal texts, but have limited applicability in marketing materials due to insufficient adaptation to stylistic and cultural peculiarities. The main problems are related to text segmentation, expression calculus, and reduced expressivity of translation. The optimal solution is a hybrid approach combining automated translation with post-editing from professional translators. Further development of neural network technologies, artificial intelligence, and interactive systems can improve the naturalness and accuracy of translation, but specialist supervision remains necessary. The results of the study can be useful for improving strategies for using CAT tools, improving the efficiency of translators and improving translation quality standards.

Keywords: translation nativities, neural network models, linguistic analysis, Machine translation, CAT-tools, Hybrid translation, Translation quality control, Translation Memory, automated translation systems, terminology bases

Abstract: Digitalization of all areas of life has had a direct impact on pragmatic aspects of speech. Teaching artificial intelligence to recognize text and voice is an integral part of professional activities of digital linguists. The formation of the focus of our scientific interests is determined by the search for forms of real interaction between artificial intelligence and digital linguistics. A number of areas of such symbiosis in this study seems to us possible to point out. The main stages of such interaction appear to be the following: description of all combinations of sounds, teaching the machine phonetic rules and description of the synonymous series of each word, description of the rules of cognitive models of text development and grammar rules, solving problems of automatic text synthesis, the ability to recognize implicit evaluation in the text, formulation of rules for natural language recognition based on context. In the process of development of digital linguistics, interdisciplinary connections are being formed aimed at obtaining knowledge in the field of computer technology and mathematical analysis, the use of computer technologies for natural language analysis, automatic processing of big data for writing research, analysis of social phenomena for assessing social networks and other methods of communication. Computer (digital) linguistics, according to experts, will become the most popular in the near future among professions related to the development of artificial intelligence. Currently, human interaction with computer systems has reached a high level, however, it seems possible to develop the ability of machines to recognize not only clear human speech in different languages, but also speech with pathologies, with speculation or various dialects and slang.

Keywords: interdisciplinary connections, digital communication, development, cognitive theory, personality theory, interaction, cognitive linguistics, computational linguistics, digital linguistics, artificial intelligence

Abstract: The article studies the definition of slang, the origin of this term, its difference from jargon, as well as the functions and methods of its formation in Modern English. The aim of the study is to consider the functioning peculiarities of computer vocabulary, in particular computer slang. Structural features of computer slang, its types, productive ways of forming and methods of translation from English into Russian are also analyzed. The relevance of this work is due to the specifics and complexity of the functioning of computer slang in Modern English, to the peculiarities of the lexical units under consideration, as well as the lack of research papers on this topic. In particular, there are no monographic works devoted to this topic in the theoretical literature. The novelty lies in substantiating the role of information technologies in various spheres of human life, including the aviation industry and the need for a systematic study of slang units in the English-speaking online community. During the research such methods as analysis, synthesis, generalization, comparison and sampling, as well as survey, were used. As part of the study, a survey of students was conducted in order to identify the role of computer slang in the life of a modern person. The research carried out in the article allowed to underline the increasing role of computer slang in the life of modern society. If earlier computer slang was used mainly by programmers and IT specialists, now it is widespread among a wide audience and actively influences everyday speech, forming a new communicative environment. All this makes it important to consider computer slang, which consists not only in studying its vocabulary, methods of forming and translation from one language to another, but also in analyzing the social, cultural and technological processes that influence its development.

Keywords: clipping, ways of forming, acronyms, abbreviations, jargon, computer vocabulary, professionalisms, slang, affixation, translation techniques

Abstract: The subject of this study is deepfake technology. Between 2017 and 2024, deepfake technology has evolved from experimental to an important tool for creating groundbreaking films that transform creativity, production, and audience engagement. Initially, its creative potential was limited due to technical capabilities. However, the development of artificial intelligence and deep fake technology has made it possible to change the age of actors, "resurrect" dead actors, and even create fully synthetic characters. At the same time, ethical issues arose, such as: violation of consent, displacement of jobs (which provoked strikes in Hollywood in 2023-2024). Integration with augmented and virtual reality further blurs the line between fact and fiction, creating the need for regulatory structures. This study argues that while deepfakes do open up new horizons in storytelling and accelerate production, their uncontrolled use can undermine artistic integrity and credibility. The research methodology is comprehensive. The authors apply the method of literature and source analysis, data collection, case analysis. An impact assessment is being conducted (the impact of deep fakes and AI technologies on creativity, the film industry, ethics issues, etc.). The study also uses the method of predicting the future and ethical analysis. The scientific novelty of the article lies in the analysis of the evolutionary trajectory of deepfakes technology, its impact on production and creativity (expanding the creative capabilities of producers and directors), ethical problems (labor conflicts, privacy issues and personal consent), integration of deepfakes with virtual (VR) and the augmented (AR) reality. The authors of the study conclude that it is necessary to develop new regulatory structures to preserve transparency and trust in media content, as well as the need to create a balance between maintaining artistic integrity and technical capabilities in the modern film industry.

Keywords: industry, balance, future, reality, ethics, shift, cinema, technology, artificial intelligence, deep fake

Abstract: The article is devoted to complex sentences with the conditional conjunction "if", used epistemically: it expresses semantic connection between the proposition of subordinate clause and the epistemic component of the semantics of principal clause. The principal clause expresses a conclusion that, can be made provided that the situation described by the subordinate clause takes place. The subject of the study is the formal and semantic peculiarities of these sentences, determined by the epistemic use of the conjunction. The purpose of the article is to analyze the differences between the sentences under consideration and sentences with a proper conditional meaning. For this purpose, the method of comparative analysis of semantics and lexical-grammatical peculiarities of proper conditional sentences and sentences with epistemic "if" is used, and the descriptive method is also used: contrastive features of these sentences are identified and analyzed. Comparative analysis shows that sentences with the epistemic "if" differ from proper conditional ones by a number of features. Firstly, these sentences have different systemic connections, unequal possibilities of their paraphrasing and transformation into a simple sentence. Secondly, the subjective nature of the conclusion and its connection with the speaker's mental activity determines the propositional and modal semantics of the principal clause of the sentence with the epistemic "if", its compatibility with certain types of predicates, with modal indicators, with parenthetical words. Further, the conclusion does not necessarily rely on objective relations of conditionality between the situations denoted by the principal and subordinate clause, it does not set a one-to-one correspondence between the principal and subordinate clause and the condition and consequence, and strict taxis relations between the situations. Finally, the basis for the conclusion, unlike the objective condition, should not be unreal and has no correspondence among the adverbials in the simple sentence.

Keywords: improper conditional meaning, propositional use of the conjunction, proper conditional meaning, conditionality relations, conjunction if, conditional conjunction, subordinate clause of condition, asymmetric structure sentences, complex sentences, epistemic use of the conjunction

Abstract: The phenomenon of Chinese gastronyms (food names) studied in two languages at three levels: linguistic, culturally conditioned discursive and rhetorical-pragmatic. The research subject is a Chinese-language ‘culinary’ text. The aim of the article is to study the phenomenology of Chinese gastronyms in an interdisciplinary paradigm, as well as to analyze scientific-theoretical concepts and approaches to the development of the interdisciplinary phenomenon of gastronyms and ‘culinary’ text as units of analysis in the study of modern Chinese-language (digital) media. The present study is carried out in an interdisciplinary way in the context of the theory of language and media communications, applied linguistics, information linguistics, modern discourse linguistics: it actualizes the issues of language theory in general, and, in particular, the issues of gastronyms' functioning in “culinary” Chinese-language texts. The etymological approach is used by the authors to identify gastronyms in “culinary” Chinese-language texts. As a result of the research, the concept of ‘culinary’ text and ‘gastronym’ is revealed, and complex methods of studying these phenomena on specific linguistic material within the framework of modern media discourse (digital) are proposed.

Keywords: digital language, Internet communication, multimodal text analysis, discourse analysis, Oriental language, Chinese language, linguosemiotics, linguocultural studies, gastronym, culinary text

Abstract: The subject of the study is the role of the author as a source of understanding of a literary work. The object of the study is the role of the author's intention in the process of interpreting a literary text. The author examines in detail such aspects of the topic as the expression of the personal views of the author of books through the characters of his works. As an example, L. N. Tolstoy's novel "Anna Karenina" and one of its main characters Konstantin Levin are taken. According to many researchers, this is one of the most similar characters to the author himself. This similarity is also discussed in the article. In addition, special attention is paid to family issues from the point of view of various philosophers and L. N. Tolstoy. The views of the creator of the novel "Anna Karenina" on the women's issue, socio-political themes of that time are also considered, since all this is reflected in the thoughts of Konstantin Levin and in the novel as a whole. Different research methods were used in this work. The descriptive method became fundamental, which included interpretation, comparison and generalization. The author's main contribution to the research of the topic is a comprehensive consideration of the role of the creator of the work in understanding the literary text, its reflection in a fictional character, the expression of personal author's views through this hero. In addition, the article examines topical issues of family and marriage from the point of view of philosophy, and how this is reflected in the novel "Anna Karenina". The novelty of the research lies in a versatile approach to the issue of the author's personal views through the prism of literary heroes on the example of Konstantin Levin. This study highlights various issues through which the author himself can be seen in the novel. These are philosophical issues, attitudes towards the family, the place of women in the social structure, issues of the state, etc.

Keywords: Kyty Shcherbatskaya, character, family philosophy, emancipation issues, female characters, Konstantin Levin, Lev Tolstoy, author's role, literary text, author

Abstract: The subject of the study is the national specificity of the linguistic features of non-verbal ways and means of representing ethnic culture in Chinese commercial advertising. The object of the study is advertising texts in Chinese. The author examines in detail the non-verbal ways and means of representing ethnic culture in Chinese polycode commercial advertising. The study presents examples of advertising slogans reflecting the national and cultural features of representatives of the Chinese linguistic culture, adapted by advertisers to the conditions of the modern sales market. The research methodology was compiled by the scientific works of Meng Chen, Zhang Jiahui, Wang Junyuan, Wang Jin, Huang Yubin, the theoretical analysis of the results of which formed the basis of the toolkit for achieving the set research goal. By means of a set of methods, including methods of description, systematization, generalization and linguistic and cultural analysis, and which made it possible to summarize the results of the theoretical analysis of advertising messages – slogans, the use of which affected the commercial component of advertising activities. The analysis made it possible to detail current trends in the advertising language, identifying successful components of non-verbal means and ways of representing significant meanings that determine the success of advertising activities of individual companies operating in China and the novelty of the research undertaken. The main result of the study is the identification of linguistic and cultural attitudes and stereotypes present in Chinese advertising texts that facilitate their translation, as well as their use as methodological material in the theory and practice of teaching Chinese.

Keywords: Communication, Speech Influence, Manipulation, Suggestion, Rhetoric, Communication Environment Symbolism, Representation, Ethnocultural Language Traditions, Advertising, Commercial Language

Abstract: The object of this study is the "Dictionary of modern children's language" edited by V.K. Kharchenko (4330 vocabulary units). The subject of this study is the units of children's speech (word forms) that coincide in phonetic design with normative ones, but have some deformations of lexical meaning. The research material consists of 167 dictionary entries. The result of the selection of linguistic units are innovations based on the following processes: expansion of meaning, narrowing of meaning, metaphorical transfer, metonymic transfer, antonymic substitutions, mixing of words of one thematic group. It is these innovations that correspond to the parameters set (and fundamental for the practical part of the work), namely: children's occasionalisms that have a deformation in the semantic aspect with full phonetic coincidence with a conventionally fixed word. The following methods were used in the work: analysis, comparison, interpretation of the results obtained. The main methods of analyzing the selected units were: comparison (the word in the occasional meaning of children's speech and the corresponding common word were compared) and seminal analysis (since comparison and description of identifying, differentiating and unifying semes form the basis of certain word connections). The novelty of the research lies in the creation of a classification of units of children's speech with lexical and semantic transformations based on the system connections of words. As a result of the study, the following results were obtained: 36% belong to the group "metaphorical transfer"; 38% belong to the group "thematic groups, synonymic series"; 32% belong to the group "generic relationships"; the rest (antonymic pairs, metonymy and paraphasia) – 6% of the total. The facts of violation of various systemic connections of words allow us to talk about unrealizable in "adult" speech, but potentially possible connections of lexical units. The hidden semantic valences are also evidenced by the bizarre associations that connect seemingly unrelated words in the child's mind. The system-functional approach, a look from the inside, allows us to talk about a different, but completely equal systematization of lexical units in relation to the "traditional" one.

Keywords: antonymous pairs, generic connections, synonymous series, thematic groups, metaphorical transposition, semantics, lexicology, lexical-semantic transformations, children's language innovations, ontolinguistics

Abstract: The aim of the paper is to study the specifics of the lexical-semantic field "Theatre" based on the materials of the Russian periodical press of 1911. On the basis of semantics and connotation of the studied lexemes similarities and differences in the attitude of society to the theatre, actors and theatrical activity in the studied period and in modern times are revealed. The relevance of the study is due to the fact that the study of the lexical-semantic field «theatre» contributes to the expansion of ideas about the role of theatre and art in general in the Russian-speaking picture of the world, in the national consciousness and mentality. The research methods are structural-semantic analysis, conceptual analysis, contextual analysis. The material of the study was lexemes, which are part of the lexical-semantic field «theatre». A total of 300 lexical units were studied, selected by the method of continuous sampling from the issues of the theatre magazine "Artist and Stage" in 1911. The scientific novelty of the work consists in the fact that the article contains a description and classification of lexical units that are components of the lexical-semantic field «theatre». On the basis of semantics and connotation of the studied lexemes the peculiarities of society's attitude to the theatre in the studied period are revealed. As a result of the study it was established: changes in the lexical-semantic field «theatre» in the XIX-XX centuries, changes in the semantics and connotation of lexemes included in this lexical-semantic field, indicate that up to the beginning of the XIX century the theatre itself and the actor's profession were perceived by the society mainly in the context of entertainment and leisure activities, and in the beginning of the XX century the theatre began to be endowed with an educational and edifying function; consequently, the attitude to the actor's game changed, which began to be perceived neither as entertainment for the actor himself, nor as entertainment for the actor.

Keywords: contextual analysis, connotation of the studied lexemes, structural-semantic analysis, conceptual analysis, semantic, periodic press, lexical compatibility, lexic-semantic field, lexic-semantic field THEATRE, classification of lexical units

Abstract: This article is devoted to the features of advertising discourse in the periodicals of the Volga Germans. The subject of the study is discursive features; the object is linguistic and extralinguistic markers of advertisements published in the Catholic weekly Klemens (1897–1907). Linguistic markers include the specifics of proper names, names of goods, services, prices, and unique vocabulary typical of the business sphere in German. Gothic fractures, illustrations, a wide range of fonts, and the location of inscriptions, logos, and graphic elements belong to extralinguistic markers. In the semiotic space of advertisements, the "principle of the energy imperative" is being actualized, which is the optimal combination of all elements that ensure the balance and expediency of the content for informing to achieve the desired result. The research applies general scientific methods of analysis and synthesis, descriptive and textual methods, interpretative analysis of empirical material, and comparative and semiotic methods. The scientific novelty lies in the complex nature of the study of advertisements in terms of their discursive features; for the first time, such an analysis is carried out based on the material of the magazine of the Volga Germans, Klemens. The relevance of the research is determined by the need to study the uniqueness of the advertising discourse represented in the unique periodicals of the Volga Germans at the turn of the nineteenth and twentieth centuries. The theoretical significance of the presented research lies in the fact that this work contributes to developing the theory of discourse. The results of the study can be used in lectures and practical classes in the discipline "Theory of Language" as part of the course "Business Communication in a Foreign (German) Language."

Keywords: linguistic markers, the Volga Germans, business communication, journalistic style, advertisement, Klemens weekly, german language, Advertising discourse, extralinguistic markers, energy imperative

Abstract: Materialistic idealism, objective idealism, practical idealism, positive aesthetics – such heterogeneous definitions are given by researchers to the critical method of Vladimir Sergeevich Solovyov. Based on the article "Poetry of F.I. Tyutchev" (1895), first published in the journal "Bulletin of Europe", conclusions are drawn about the essence and set of criteria of Solovyov in the interpretation and evaluation of lyrics. Solovyov's article was ambiguously accepted by contemporaries, as well as by researchers of the philosopher's work. On the one hand, critics pointed to the philosophical approach in the article, and on the other, rejected the author's excessive desire to endow lyrical lines with existential content. It is noted that the fundamental idea of the text under consideration is to demonstrate what the inner meaning and purpose of Fyodor Ivanovich Tyutchev's poetic heritage are. Attention is drawn to the universalism of the criteria put forward by Solovyov for evaluating poetic creativity: animation, truth, artistry, poetry, patriotism. It is emphasized that the specificity of Solovyov's philosophical criticism is also at the level of poetics. The structure of the literary-critical judgment of the philosophical trend invariably includes generalizing judgments of an aphoristic nature, the image of an omniscient author, as well as the presence of two time layers. It is concluded that the small volume of the article turned out to be conceptual in two directions at the same time. The philosopher's interpretation of the lyrics became a turning point in the fate of Tyutchev's creative legacy. And the method of analysis presented in this literary-critical discussion contributed to the formation of the philosophical direction of literary criticism. Poetry and the poet have a sacred meaning for Solovyov, and therefore the addressee of critical articles is called upon to learn metaphysical views through a figurative system. In terms of genre, Solovyov's work represents a form that later became traditional for the philosophical trend – a literary and critical study of personality with an emphasis on the specifics of the artistic world as an integral phenomenon. Without exempting art as a whole from the categories of ethics, Solovyov also uses the ideological concepts of "faith", "truth", "predestination", "life", "death", "soul" to define Tyutchev's private poetry.

Keywords: poetology, motive complexes, lyrical hero, evaluation criteria, aesthetics, poetry, philosophical criticism, poetics, critical method, Literary criticism