Vol 15, No 4 (2024)

Corpus research technically resembles sociological research and makes it possible to identify correlations and trends in the use of figures of speech and thought in various human cultures. Frequencies of collocations of the Russian adjectives ‘obychnyj’, ‘obyknovennyj’, ‘privychnyj’, ‘obydennyj’ and ‘obychajnyj’ (all of them mean “ordinary, usual, habitual, daily”) and their cognates in the corpus of the Russian language are compared, similarities and differences in the use of the English and the Russian phrase meaning “ordinary language” are revealed. Etymologically, the Russian ‘obydennyj’ means “existing only one day” which was later replaced by “unremarkable and not creative”. Which is why, unlike the English ‘ordinary man’, the Russian term ‘obydennyj’ is only metaphorically and very rarely used in collocations like ‘ordinary humans’. Nevertheless, ‘ordinary language’ as a philosophical term with a long tradition is commonly translated into Russian as ‘obydennyj jazyk’. This study of semantically similar lexical items and their negative forms, in the Russian corpus relies on comparing their frequencies at the absolute beginning and the absolute end of the sentences, as well as on statistics of their left and right contexts. Special attention is payed to collocations of these lexical items in Russian texts. Some regularities of the use of negative/positive forms from the point of view of the functional sentence perspective are investigated.

The representation of power relations in English from the perspective of a cognitive approach made it possible to reveal the specifics of this complex phenomenon by establishing its conceptual basis, defining the conceptual areas in which power relations are realized, and describing the methods of their representation. Based on the conceptual and definitional analysis of lexemes of the same name, such characteristics of the POWER concept as “control”, “strength”, “influence” were determined. As a result of cognitive modeling, a hierarchical structure of the POWER RELATIONS frame is presented, in which the obligatory components are “subject”, “act of power relations”, “object” and “method”, and the optional components are “source of power”, “tool” and “goal”. A model of power relations has also been developed in relation to the ways of their implementation in English. It has been determined that power relations are implemented in the conceptual areas of STATE, CORPORATE RELATIONS and INTERPERSONAL RELATIONS. The presented model reflects the variability of ways of implementing power relations in different conceptual areas and demonstrates the specificity of their representation in relation to the nature of the relationship between the subject and the object of power relations. Understanding of power relations is based on two types of categorization - primary, when the profiling mechanism is activated, and secondary (evaluative), based on the mechanisms of conceptual metonymy, metaphor and metaphtonymy. This aspect also indicates that in the processes of representing power relations, two types of knowledge are involved - declarative and procedural, which is typical for phenomena of a complex nature. The prospect of the study is the possibility of using the developed methodology in the analysis of other complex phenomena.

A comparative study of the semantics of idioms is one of the urgent issues which makes it possible to identify the specificity of the inner form and meaning. The article examines the semantics of English, German and Russian idioms that reflect values of responsibility, success, morality, analyzes the contexts of their use based on materials from the British National Corpus, the Corpus of Contemporary American English, the Corpus of the Institute of the German Language in Mannheim, and the Russian National Corpus. The relevance of the topic is due to the need to study the cultural specificity of images and meaning in different languages. The novelty of the work lies in the use of different methods and approaches to the study of the semantics of idioms that describe values. The results of research show that values are reflected in English, German and Russian through the prism of culture and social realities. The corpus analysis revealed additional shades of meaning, new meanings arising in contexts, features of the use of figurative idioms in speech. The analysis of idioms denoting values showed that the dictionary meaning and contextual one may not coincide, in contexts the English idiom a rolling moss (gathers no moss) has the meaning ‘you need to try, make attempts’, emphasizing the value of experience, movement, in German the value of movement for life is highlighted. In Russian, the lack of responsibility is fraught with risk and ease. Glory in English is transmitted through the image of light, warmth, in German - success, fame, in Russian - through the lexeme glory . The English glory idiom has an ‘undeserved, ostentatious’ component, which is not noted in Russian. Moral correctness is associated with an angel, purity in English, in German with truth, in Russian with light.

There is an urgent need nowadays to promote different regions for strengthening their social and economic importance. For this reason, marketing communications and semiotic marketing are gaining more weight in regional strategies where main preference is given to ‘locus branding’. Locus branding promotes region’s cultural and historical heritage using linguistic tools and considering its ethnocultural specifics. Ethnocultural brand as a particular marketing category is one of the main humanitarian promising areas including linguistics, linguoculturology, marketing communications, etc. Еthnocultural brand should be considered as a complex construct that is formed as a circumstances and factors interaction result, there is need to focus on analyzing cultural and historical territories of mainly monoethnic regions, that are most representative for understanding ethnobranding. In this article we attempt to study the ethnocultural specifics of the most famous brands in the Republic of Tyva, including cultural and ethnographic objects, souvenirs, national cuisine, various consumer goods and everyday items marked with state and national symbols. We choose the Republic of Tyva as our research object due to its geographical and historical uniqueness, its folklore heritage, specificity of its language situation and special mental code of its population. Our research allows to expand and test traditional scientific approaches to ethnocultural brands, in particular, understand key linguistic branding technologies and increase additional factors necessary for the formation and development of ethnocultural brands in various types of spaces.

The studied toponymic space of the border area is distinguished by ethnic diversity, which indicates numerous migration processes. Historically, representatives of different peoples lived in this territory: Kazakhs, Russians, Ukrainians, Germans, Belarusians, Poles, Tatars, Kalmyks, Bashkirs, etc. In this regard, the toponymic spectrum of the region is a unique multicultural ethno-linguistic area, formed as a result of close ethno-linguistic contact, which is interesting as an object of regional research, this fact determined the choice of the topic under study. The names of geographical objects located on the border territories of the North Kazakhstan region and the Russian Federation (Kurgan, Tyumen and Omsk regions) served as the linguistic material for the study. Various methods and techniques were used in the course of the study: continuous sampling, linguistic attribution, inventory and systematization, differentiation of toponymic material, descriptive method, as well as historical and comparative method. The proposed approach can be applied in the description of ethnolanguage processes in the context of creating an ethnolanguage picture of any toponymic landscape of the border region. Within the framework of the stated goal, the collection of ethnotoponyms was carried out, with the maximum degree of completeness of coverage of the factual material, in which special attention was paid to Kazakh names. The places of settlement of the Kazakhs were determined, according to their areal affiliation, the zones of settlement of different ethnic groups in the border territories of the North Kazakhstan region and the Russian Federation were identified. The analysis of toponymic material made it possible to determine the presence of foreing-ethnic toponyms, which indicates numerous migration processes in the past and their close ethno-linguistic contacts in the studied territories, the areas of settlement of different ethnic groups in the border territories of the North Kazakhstan region and Russia. The analysis made it possible to identify areas of historical settlement of Kazakhs in Russia.

The research material was talk-shows presented on the YouTube platform. The study is aimed at identifying the characteristics of the use of polite strategies in different cultural contexts and their impact on communication within the family. Attention is paid to how participants in the discourse express respect, support and agreement (positive politeness) or seek to minimize intrusion into the personal space of the interlocutor, avoid direct conflicts and the imposition of opinions (negative politeness). The research methodology includes analysis of talk show videos, transcription of dialogues, and subsequent qualitative and quantitative study of politeness strategies used. The main techniques and tactics used by presenters and participants to achieve communicative goals are highlighted. The results show that in Kazakh family discourse the emphasis is on maintaining harmony and respect for elders, which is manifested through the frequent use of negative politeness strategies. In Russian discourse, there is a more frequent use of positive politeness strategies aimed at establishing trusting relationships and an open exchange of opinions. The article also discusses possible reasons for such differences related to cultural and social norms and their impact on communication effectiveness in the family context. The findings may be useful for linguists, cultural scientists and intercultural communication specialists, as well as for content creators targeting family audiences. The paper analyzes both positive and negative politeness strategies that are used by presenters and participants to manage interactions, reduce conflict, and maintain harmonious relationships in public. The authorы draw on Brown and Levinson’s theoretical framework of politeness to identify and describe specific politeness strategies used in discourse. The results of the study show that the choice of The study material makes talk-shows presented on the YouTube platform. It is aimed at identifying the characteristics of the use of polite strategies in different cultural contexts and their impact on communication within the family. Attention is paid to how participants of the discourse express respect, support and agreement (positive politeness) or seek to minimize intrusion into the personal space of an interlocutor, avoid direct conflicts and the imposition of opinions (negative politeness). The study methodology includes the analysis of talk show videos, transcription of dialogues, and subsequent qualitative and quantitative study of politeness strategies used. The main techniques and tactics used by presenters and participants to achieve communicative goals are highlighted. The results show that in Kazakh family discourse the emphasis is on maintaining harmony and respect for the elders, which is manifested through the frequent use of negative politeness strategies. In Russian discourse, there is a more frequent use of positive politeness strategies aimed at establishing trusting relationships and an open exchange of opinions. The article also discusses possible reasons for such differences related to cultural and social norms and their impact on communication effectiveness in the family context. The findings may be useful for linguists, cultural scientists and intercultural communication experts, as well as for content creators targeting family audiences. The paper analyzes both positive and negative politeness strategies that are used by presenters and participants to manage interactions, reduce conflict, and maintain harmonious relationships in public. The authorbi draw on Brown and Levinson’s theoretical framework of politeness to identify and describe specific politeness strategies used in discourse. The results of the study show that the choice of politeness strategy often depends on the cultural characteristics of the society in which communication takes place, and note significant differences in the use of these strategies between Kazakh and Russian talk shows. It contributes to the understanding of cross-cultural differences in the use of politeness strategies and offers recommendations for media professionals on how to effectively use these strategies to improve interpersonal communication in family talk shows.

The aim of the article is to describe the history of the occurrence of the term diftong ‘diphthong’ and its synonymous nominations in the terminological system of Russian linguistics, to analyze linguists’ points of view on diphthong as a sound phenomenon in the period from the 14th century to the 18th century. Based on the analysis of scientific (grammars, grammatical works) and lexicographical (lexicons, dictionaries) sources, appeared in Russia in the 14th-18th centuries, the author traces the evolution of the phonetic status of diphthong, which in line with the traditions, laid down by the creators of Slavonic and Russian grammars, for a long time was treated in accordance with the Greek tradition, being transmitted in writing by one or two letters. Taking this approach into account, quasidiphthongal combinations, digraphs and even affricates, which were not peculiar to the Russian language, were treated as diphthongs. By the end of the 18th century, the scientific-linguistic paradigm in the sphere of sound system study underwent certain changes; many phonetic phenomena were reinterpreted, and simultaneously the approach to the evaluation of the linguistic status of diphthongs changed, though diphthongal sound-combinations were still considered to be a part of the Russian vocalizm. Diphthong is unambiguously described as a complex sound that consists of two vowel letters and forms one syllable. Throughout its existence this notion, along with the Greek etymon borrowed into Russian and gradually assimilated, received several synonymous nominations, which were structural-semantic loan translations of the borrowed word: dvoglasnaya (14th c.), dvoeslozhnaya (14th c.), dvoeglasnaya (1578), dvoslozhnaya (17th c.), dvuglasnaya (1739), polglasie (1769), slozhnaya (1779), slozhennaya (1788). Almost all of these names reflected the bivocalic nature of the diphthong as a phonetic phenomenon. The research employs methods of historical-linguistic, definitional and semantic analysis.

The complex structural-systemic analysis of economic terminology within the framework of economic cognitive sphere is an actual study, i.e. it solves the following tasks: 1) the structure of the terminological units «market language» in two languages within the scope of journal articles is analyzed; 2) the types of their actualization and functioning are highlighted; 3) options for translation from English into Russian are defined; 4) the collected information is described. The following methods were used: analytical, systemic and linguistic analysis, comparative and comparative-typological. The authors’ definitions of the economic term and economic terminology are proposed. The article presents: 1) the examples taken from original sources; 2) the basic techniques for translating the studied terminology into Russian; 3) the influence of extralinguistic factors on the use of these methods. The results can be used in the preparation of educational and methodological manuals for practical and theoretical courses in linguistics and translation studies. It was concluded that economic terminology is a dynamic formation that is in continuous interaction with other areas of scientific knowledge and requires further study.

At the present stage of development of linguistics terminology as a science forms both a general theory, including such aspects as formation of the term, its structure, type (term, quasiterm, pre-term, terminological combination of lexical units); connection with the term of other languages, etc., and develops terminology systems of various disciplines. The study is a contrastive analysis of terminology systems of the hydraulic engineering industry, the theory of artificial intelligence and the sphere of state and municipal procurement. The material of the study was the texts of the specified industries, the terms were obtained by the method of continuous sampling. The novelty of the study is an appeal to three terminology systems of the Russian language, which belong to non-humanitarian disciplines for the purpose of universal and specific characteristics and the possibility of analyzing terminology systems according to the principle chosen by the authors. Three terminology systems are analyzed on the material of the Russian language and assessed by such parameters as the use of lexical units to express new concepts; dominance of elements of functional style: scientific or official-business; predominant use of lexical means of the Russian language or borrowed vocabulary. The study showed that the terminology systems under consideration demonstrate similarities in the use of terminological combinations for the nomination of new concepts. The specificity of the nomination of objects in the terminology systems of different industries is determined by the time of their formation, the degree of influence of foreign languages, primarily English, and extralinguistic factors. The terminology system of the hydraulic engineering industry belongs to the old terminology systems, is distinguished by its polycentric nature and contains terms formed mainly on the basis of units of the Russian language, which also have non-terminological lexical meaning. These characteristics are contrasted with the terminology systems of the theory of artificial intelligence and the sphere of state and municipal procurement, which are currently characterized as emerging. The system of terms in the sphere of state and municipal procurement is characterized by relative heterogeneity, which is manifested in the predominance of translation equivalents from English and translation cliched phrases, which brings it closer to the system of terms in the theory of artificial intelligence, the distinctive feature of which is the variability of terminological combinations.

In Arabic countries, the linguistic situation, characterized by diglossia, which manifests itself in the presence of colloquial variants as the primary means of communication and the literary Arabic language as the language of the official sphere, attracts the interest of sociolinguistic researchers and is a relevant issue of the Arabic linguistics. With the growing interest in Arabic dialects, there is an increasing need for accessible resources for linguists and those studying the Arabic language and its dialects. One of such resources is the multimedia dictionary of Arabic dialects we are now developing, which contains information about the phonetic and grammatical characteristics of words, their origins, syntagmatic and paradigmatic relations, as well as extralinguistic information about the concepts or objects they denote. The creation of a dictionary for the Syrian dialect, in light of the insufficiency of lexicographic resources, defines the novelty of this study. The analysis focuses on the lexical units from the Syrian dialect of the Arabic examined, regarding the stages of their selection and the characteristics which distinguish them from the units of the literary language for inclusion in the multimedia dictionary. The research material consists of dialect words obtained through a comprehensive sampling method from film discourse in the Syrian dialect of the Arabic. The result of this work is an algorithm developed by the authors, aimed at improving natural language processing, for analyzing dialectal lexical units and expressions in the Syrian dialect of the Arabic, allowing for the acquisition of the most complete information about their origins, phonetic and grammatical features.

The relevance of this study analyzing the semantics of the image of the house in the plot development of the novel is determined by the interest of modern literary studies to the comprehension of the artistic reality of the work, as well as to the peculiarities of the writer’s individual style and the potentialities of language realized in the semantics of the artistic image. The study used a complex methodology represented by a set of methods and research techniques of descriptive nature. The linguistic mechanisms which create the semantics of linguistic images and the typology of linguistic, textual and cultural images are studied by the methods of semantic analysis, cognitive linguistics (frame semantics, mental space), psychology (apperception and comparison of objects as a prerequisite for metaphorization). The author considers that the image of home/house in the novel becomes a metaphor of existence and, at the same time, a place to llive in. This ambivalent meaning is explained by the peculiarity of the artistic thinking of the realist writer, in whose work the key place is occupied by the motive of searching for truths and self. At the same time, the description of the house (factual and expressive information of the image) gives the reader opportunity of gaining insight into the characters’ inner world, contributing to a deeper understanding of the hero’s psychology and uncovering his hidden experiences, thoughts, desires, and mental impulses, which were created by the author, and develop ways to implement the image system and preserves the author’s intention, so deciphering the ‘code’ of the semantics of the image of the home/house in the above-mentioned novel outlines new ways to study the features of the writer’s fiction prose.

Translingual literary text is a complex semiotic whole, within which elements of several linguacultural systems circulate. This occurs due to the fact that the translingual author, being a person of the “semiotic borderland”, uses the resource base of the language, which is ethnically “primary one” for him, and the functional capabilities of the learned language. As a result of the interaction of languages and cultures in the discursive space of the text, new images of the world are born - and often hybrid genres, and authentic motivic constellations. Translingual text, written by the author in the learned language (In our case, this is the Russian language), is usually neutral in terms of the main corpus of vocabulary that forms it. Nevertheless, in the fabric of the text there are markers of otherness, which serve as keys for us to comprehend an alternative worldview, providing us with an access code not only to the figurative, but also to the sensible level. The aim of our work is to analyze such markers using the methods of attracting hermeneutic context and metatextual information. Here, a significant caveat is that it implies not only a cultural metatext as a semiotic descriptor, but also an individual author’s metatext as a system of individually predetermined coordinates for deciphering a complex of elements included in the author’s metanarrative. The material for the analysis was A. Kodar’s poem “To Korkut” - one of the most complex works of the author in terms of interpretation. The translingual markers we discovered allowed us not only to reconstruct the myth of Korkyt, but also to link it with the concept of the Tengrian myth in the aspect of monotheism, which was especially significant for A. Kodar.

Today, when the processes of intercultural communications are intensifying in a globalized world, the issues of translingual exchange of the content of literary texts in different languages seem relevant. The relevance of the proposed research lies in the fact that the translation of the imagery of a translingual text into Arabic allows us to understand the features of the reproduction of imagery by monolingual thinking formed in a foreign cultural environment and to study the basics of cultural, social and linguistic aspects that influence the translation and transmission of meaning between such typologically different languages as Russian and Arabic. This study is devoted to identifying the peculiarities of perception of the translingual creative practice of the bilingual writer Ch. Aitmatov from the position of a bearer of Arabic culture. The material for this study was phraseological units from Ch. Aitmatov’s story “The White Steamship” and their corresponding translations into Arabic. The methods of lexico-semantic analysis, methods of comparative linguocultural extrapolation, and the method of propositional frame modeling used in the work made it possible to deeply rethink the inherent image of phraseological units and analyze the accuracy and depth of the transmission of a work of art in various specific ways of reflecting the world. The analysis carried out in the work allows us to determine the correspondence of the imagery reproduced by the bearer of Arab culture with the image laid down by the author. In the study, the author, when translating phraseological units into Arabic, proposes to take into account the external and internal determinants of typologically different languages, with the help of which the specificity of different cultures is revealed, influencing the consciousness and thinking of an ethnic group, which influence the ways of perceiving and reproducing images of the world.