RHETORICAL CULTURE OF THE MODERN INFORMATION SOCIETY IN THE ASPECT OF SPEECH EFFICIENCY

The article is devoted to the research of public speaking of the modern information society in the aspect of speech efficiency. The main focus is on political, educational and cultural discourses, polemical television genres.

LINGUISTIC REPRESENTATION OF CONFESSIONAL AND CULTURAL VALUES AS A MECHANISM FOR PRESERVING ETHNOCULTURAL AND SPIRITUAL IDENTITY

The features of linguistic conceptualization and representation of traditional confessional and cultural values in the linguocultural space of various societies are analyzed from ethnocultural, cognitive, socio-mental and linguo-confessional positions; identifies and characterizes constant and newest transformations and modifications of the denotative-semantic content of the most important concepts in the Russian and European mentality in the modern conditions of globalization. The theoretical significance lies in the presentation of a sharp socio-cultural "gap" in the definition of some confessional-conditioned phenomena in the Russian and Western cultural-historical traditions; in the representation of the mental and semantic transformation of some confessional value concepts in the Western linguocultural space while preserving, at the same time, the inviolability of the most important categorical and semantic features of the nominations of traditional axiological dominants in Russian culture as the foundations of the life of Russian society and Russian statehood as a whole. It is concluded that the linguistic representation of confessional-conditioned cultural values and their consolidation in the confessional memory of generations is a special mechanism for preserving the ethnocultural and spiritual identity of the people. It is shown that the so-called. “Cultural” globalization as an extralinguistic factor is currently in Western societies a process of gradual destruction of national, traditional and confessional values, which results in a significant change in semantics, denotative image and semantic code in the interpretation of some linguistic phenomena that represent the national axiological fund. The practical value of the presented material and observations lies in the possibility of its application in the practice of teaching university courses in language theory, ethnolinguistics, sociolinguistics, cultural linguistics, linguoconfessionology and intercultural communication.

LINGUOCULTURAL POTENTIAL OF EUPHEMISMS-AMULETS

The article deals with a special type of euphemisms-amulets, that is, linguocultural units endowed with the function of protection. There are two types of euphemisms-amulets from the point of view of relevance: obsolete and current units. Obsolete euphemisms- amulets have targets that are not recognized as dangerous by the modern linguistic and cultural community. Current euphemisms-amulets, although not always consciously, are used by representatives of the modern Russian linguistic and cultural community to protect against something bad. The paper establishes that the use of the euphemism-amulet is based on the transla- tion of the target's representation into another cultural code. The work reveals that the euphemisms-amulets are directed not to mitigate an unwanted nomination but how to replace it. An undesirable nomination is endowed with negative magical properties, which is why the linguocultural community imposes a ban on its use. A protective cultural function is superim- posed on the euphemism. The main pragmatic explanation for the use of the euphemism- amulet is the speaker's desire not to predict an encounter with an unwanted object, which is based on belief in the magical power of the word. The factors that determine the linguocultural specificity of euphemisms-amulets are revealed. The first factor is target selection. For the Russian linguocultural community, such targets include a totemic animal, evil forces representing another world, death. The second factor is the selection of nominations for the euphemistic function, which is determined by culturally marked background knowledge, ideas, and typical practices. The communicative- pragmatic platform for the use of euphemisms-amulets is the belief in the magical power of the word, in the fact that the use of the forbidden word can lead to negative consequences (in particular, to cause the appearance of something dangerous, undesirable). The work proves that the identified cultural factors are universal, based on universal archetypes: one's own / another's, permission / prohibition, life / death. At the same time, the fact of the appearance of the euphemism-amulet, the choice of its internal form is determined by national and cultural factors.

THE STRATEGY OF SELF-PRESENTATION WITHIN THE SUBGENRE OF THE ENGLISH-LANGUAGE OLYMPIC DISCOURSE “PORTRAIT INTERVIEW-SKETCH”

The article is devoted to the study of the subgenre "portrait interview-sketch", which has not been studied within the English-language Olympic discourse. The analyzed materi- als were published on the official website of the US Olympic team during the 2018 Winter Olympics. The means of implementing a self-presentation strategy designed to create a positive image of athletes-members of the Olympic team, which can be used as the basis for representing the image of the country as a whole, are identified and illustrated at the lexical, phraseological, morphological and semantic levels. The current research has demonstrated the disengagement of this genre from politics.

PUBLIC STATEMENTS IN THE ASPECT OF THE ELITE TYPE OF RUSSIAN SPEECH CULTURE

The article is devoted to the study of the elite type of Russian speech culture, the analysis of public statements of modern time in the aspect of pronunciation norms as well as individual stylistics of some rhetors.

THE TERMS-VERBS IN CONTEMPORARY MEDICAL TEXT

The article presents a fact-based study of the verbalization of medical knowledge, verbal nomination as one of the ways to create a Russian medical dictionary. The linguistic materials collected during the research indicate the ability of the verb to terminate concepts. Verb-terms, in contrast to noun-terms, nominate specific processes, phenomena. Verb terms are included in word-formation nests along with noun terms. Verb terms fall into two groups: 1) branch verbs and 2) common verbs. The first group unites verbs characteristic of the medical field of knowledge, the second group includes verbs, the terminological nature of which is manifested in the composition of a phrase with a dependent noun-term. In such verb-nominal phrases, the verb either expands the meaning, or concretizes the existing one. Verb terms are used mainly in those branches of medicine that are associated with a specif- ic action (for example, surgery). Verb terms have the same grammatical categories as verbs of the general literary language. The results obtained can be used for further research on the cognitive properties of verbs-terms based on new sources.

NAMES OF WATER ASTRAKHAN REGION

This article is devoted to the Astrakhan regional names of water bodies. The research is based on the material of maritime and regional dictionaries of the 19th-20th centuries. The names of reservoirs represent a system, the elements of which are naturally connected by certain relationships. Extralinguistic characteristics serve as the basis for combining words into a thematic group, since the group of names reflects the real relations between geographical objects in the Astrakhan region and the logical connections between them, reflecting the prevailing historical perception of the territory. Lexicographic sources allowed the author to reveal the lexical and semantic features of the water regional vocabulary, since it is this association that most fully and expressively reflects the physical and geographical features of the Astrakhan region

FUNCTIONING OF MEDICAL TERMS IN CONSCIOUSNESS OF THE FIRST-YEAR FRENCH-SPEAKING STUDENTS

He problem of interaction between language and society is more and more relevant in the modern world. Changes of the world have influenced the discourse in various spheres of communication. Moreover the progress of medicine has led to changes in the system of medical terms, and, consequently, to difficulties in understanding of terms in the ordinary consciousness. A person always wants to understand other people and to be understood by them. So it is the main goal of communication. The article deals with the issue of the functioning of medical terms in the minds of first-year French-speaking students. First-year stu- dents have the ordinary consciousness. Medical terms, which are studied by them (first-year students), function in the ordinary consciousness in incorrect form. It's because they are based on associations, feelings which the person has during the process of cognition, and, therefore, they must be interpreted. During the process of learning, there is a need to clarify the personal meanings that medical students have in regarding to special terms. In this article the author gives the results of the research concerning the French-speaking students' knowledge of medical terminology. The author gives examples of the perception and rethinking of medical terms based on common knowledge and examines the formation of scientific knowledge to develop the language of medicine in the consciousness of students and its competent use in the future.

IMPLICIT CONTENT OF A DIALOGIC UTTERANCE IN THE LIGHT OF THINKING SEMANTIC FORMS

The article analyzes the implicit content, the carrier of which is a stimulating or reacting statement. This content belongs to the dialogic discourse as a whole, since the pragmatic condition for its existence is the use of an utterance in the context of a spontaneous dialogue. The implicitness of the utterance is characteristic of the dialogue, and the logical connections between the replicas of the dialogue are often not explicated, the meaning of the sounding utterance is the result of its semantic interaction with one of the subsequent or previous utterances.

PECULARITIES OF LACUNA TRANSLATION FRON TURKISH INTO RUSSIAN

This article is devoted to the lexicon connected with non-equivalent vocabulary, the notion of lacuna and lacunarity. A lacuna in linguistics can be unraveled as a lexical gap or the absence of a lexical unit in the language whereas there is a concept in the conceptual sphere with zero verbalization. The research under discussion demonstrates the peculiarities of lacuna translation and interpretation in fiction literature, with the examples from the Turkish and Russian texts analyzed.