“The Image of the World in the Word Appeared...” (Based on the Creative Work of the Bilingual Poet Bakhyt Kairbekov)

The purpose of this article is to show that the image of the world of the Kazakh poet, represented by the Russian language, differs both from the Russian image of the world and from the Kazakh, i.e. a foreign language is capable to transform the national image of the world. On the basis of the creative work of the Kazakh poet, translator Bakhyt Kairbekov, the possibility of forming a transnational consciousness through universal and national images is shown. The appeal to his work is due not only to his outstanding talent, but also to the fact that we almost do not know what a modern Kazakh is like, what the world of his ancient homeland is like, nevertheless we live side by side. It was achieved using the method of lingua-cultural interpretation, with the help of which, firstly, the discrepancy between the images of the Kazakh and Russian ethno cultures was revealed, and, secondly, the transformation of the national image of the world was recorded. All the main problems raised in the poetry of Bakhyt Kairbekov draw images of Kazakh culture, the Motherland for him has become one of the main chords of creativity, but in his work there are almost no direct nominations (fatherland, country, etc.), the homeland appears through conjugated images of a horse, heath , freedom, rivers, water, mountains, sky, stars, etc. His poetic image is not a photographic copy of the real world of a Kazakh (heath, mountains, etc.), it contains the attitude of the depicted person to the aesthetic, moral and intellectual values of his people.

Construction of China’s National Image in the Fight against the Covid-19 Pandemic in the Post-Epidemic Era from the Perspective of Transitivity

In the Post Covid-19 Era, taking the advantage of shaping a true, active, and the positive national image is of strategic significance for China to transform the fake national image constructed by other countries, and also for its development in the future. Based on the corpus of a white paper Fighting Covid-19: China in Action, the paper is intended to focus on the transitivity system to examine how China constructs a positive national image in the fight against the pandemic. The findings show that China has constructed four kinds of national images in the fight, including; the persistent image of solidarity and bravery; the responsible image of duty-shouldering and challenge-facing; the humanism image of respecting human lives and rights; the diplomatic image of dedication and commitment. By virtue of self-constructing national image, it is conducive to telling Chinese stories, spreading Chinese image, and sharing Chinese experience in the battle of fighting the Covid-19 pandemic.

THE DYNAMIC IMAGE OF CHINA PRESENTED IN GERMAN MAINSTREAM MEDIA REPORTS --THE CHINA-RELATED REPORTS OF GERMAN MAINSTREAM MEDIA FROM JANUARY 2020 TO JANUARY 2021 WERE USED AS EXAMPLES

The impact of the COVID-19 pandemic, which began to spread globally in early 2020, has attracted a great deal of attention from global society on the world's politics, economy, public security and global development. The mass media played an important role in promoting it, making international relations and the construction of national images during COVID-19 pandemic an important and urgent issue of national interest in the international political arena. During this period, China also became the ‘centre of public opinion’. As the most inuential country in the European Union, Germany's foreign policy and the China policy under its presidency has attracted a great deal of global attention. While Sino-German cooperation remained at a ‘high level’ during the pandemic, Germany also sought to position itself between the great powers of China and the US. Therefore, the image of China presented by the German mainstream media in their coverage of China during the COVID-19 pandemic, their positions, the constraints behind them, and their development trends are worthy of attention and study by academics. This study attempts to research the generation of Chinese images in the German mainstream media, including both an analysis of "Germany" and a reection on "China", and to investigate what cognitive models and knowledge structures the German mainstream media use in their discourse construction, how they use their discursive power, and what kind of Chinese national image they construct

NATIONAL-MYTHOLOGICAL PICTURE OF THE WORLD IN THE POEMS OF K. IVANOV “NARSPI” AND S. YESENIN “ANNA SNEGINA”

Статья посвящена исследованию поэм К. Иванова «Нарспи» и С. Есенина «Анна Снегина» с точки зрения особенностей национальной модели мира и человека. Своеобразие данных произведений видится в экзистенциальном ракурсе восприятия событий, но при этом каждый из героев выступает прежде всего как носитель своей национальной стихии. В поэмах в центре внимания - семья, деревенский уклад жизни со своими радостями и проблемами, где лад крестьянской жизни связан с национальными образами. Главными героинями являются молодые женщины - Нарспи, Анна, в судьбах которых высвечивается трагическое начало. Однако в поэме С. Есенина образы крестьян, лирического героя, Анны воспринимаются сквозь призму конкретно-исторических событий - революции, гражданской войны, в то время как мир поэмы К. Иванова дан вне конкретно-исторической реальности, что высвечивает мифологическую составляющую картины мира. Обе эти книги построены на хронотопе дороги, особое семантическое значение придается поэтике цвета, звука и света, архетипу круга. Поэму «Нарспи» отличает бинарная картина мира, оппозиция «сад - лес» является значимой. События в поэмах возводятся к классическому мифу об уходе и возвращении, а социальный мотив разрушения старого мира во имя нового рассматривается как мифологический. Сравнительно-сопоставительный аспект исследования позволил выявить общие черты и неповторимые особенности национального мировидения и миропонимания. The article is devoted to the study of the poems of K. Ivanov “Narspi” and S. Yesenin “Anna Snegina” from the point of view of the peculiarities of the national model of the world and man. The originality of the poems is seen in the existential perspective of the perception of events, but each of the characters acts primarily as a carrier of the national element. In the poems, the focus is on the family, the village way of life with holidays, joys and problems, where the harmony of peasant life is connected with national images. The main characters are young women: Narspi and Anna, whose fates are characterized by the tragic beginning. However, the images of peasants, the lyrical hero, Anna are perceived through the prism of specific historical events - the revolution, the civil war in the poem by S. Yesenin, while the world of the poem by K. Ivanov is given outside of concrete historical reality, which highlights the mythological component of the picture of the world. The poems are based on the chronotope of the road, with a special semantic meaning attached to the poetics of color, sound and light, the archetype of the circle. The poem “Narspi” is distinguished by a binary picture of the world, the opposition “garden-forest” is significant there. The events in the poems are raised to the classic myth of departure and return, and the social motive of destroying the old world in the name of the new is considered as mythological. The comparative aspect of the study allowed us to identify common and unique features of the national worldview and worldview.

National images and their reception through football literature

As demonstrated extensively by translation studies, national images and their reception undergo significant changes in the transfer process to another culture. From this perspective, La pena máxima by Roncagliolo is an interesting case: not only is the plot tied in with the theme of football, which is widely believed to embody national identity, but it has also been commented on in different target cultures. The reception study displays how the images of Argentina and Peru, which the novel deconstructs by using the 1978 World Cup as a pretext to expose the atrocities perpetrated by their respective totalitarian regimes, are perceived in the Hispanic context and in the French and Dutch literary systems into which they have been translated. While the Argentinian and the French reviews skate over the gruesome reality, the Peruvian, the Spanish and the Dutch ones assume the negative images by emphasizing their socio-political relevance.

Images of Slavs in Discourse-World of Brexit

The paper focuses on the media image construal of the Slavs against the backdrop of the Brexit procedure. The objective of the author is to examine the cognitive-discursive mechanisms of representing the West, East, and South Slav national groups in the British media in the context of Britain’s withdrawal. The author employed the cognitive-discursive analysis, integrating advances of European and Russian linguistics. The term “discourse-world of Brexit” is considered to be a conceptually complex discourse-level structure, serving as a background against which the national images stand out. It is argued that images of the Slavs are organized by frames that enable media managers to negatively or neutrally evaluate members and non-members of the European Union. The media frames structuring the national images are systematized. Examples from the news on the web corpus are used to prove that images of the Slavs are discursively constrained and biased. The results might present interest for further investigation of prejudices in the media

“Exotic, welcoming and fresh”: stereotypes in new Nordic branding

Purpose Ideas related to “the Nordic” are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries’ modern national narratives are structurally highly similar. At the same time, there are clear differences between the Nordic countries regarding their national images. The purpose of this study is to a examine the relationship between ideas of the Nordic and national images through a qualitative study of brand manifestations on Nordic web portals for foreign visitors. Design/methodology/approach The two guiding research questions are: How do Nordic branding strategies and national stereotypes impact on nation-branding content toward visitors in the Nordic region? What traces of the Nordic as a supranational concept can be found when the Nordic is translated into concrete national brand manifestations? The analysis focuses on brand manifestations such as brand visions, codes of expression, differentiation, narrative identity and ideologies. Findings The analysis shows that clichés about the nations prevail in contemporary brand material and that Nordic branding strategies impact on the portals in diffuse and implicit ways. There are, however, some important common denominators, pointing toward a new Nordic brand related to exotic, untouched yet easily accessible nature, with a focus on pure, fresh and clean food with new tastes, in combination with happy and welcoming people. Originality/value The results from the study contribute with insight in how ideas of the Nordic on a supranational level transform when used in concrete and practical branding material. Further, this paper proposes a new Nordic branding focus, which contests traditional Nordic ideas.