Vol 9, No 2 (2023)

The study is devoted to the analysis of the history of the emergence of educational institutions with teaching in Russian on the territory of modern Kazakhstan. The history of higher and secondary educational institutions, thanks to which the Russian language was introduced and successfully functions in Kazakhstan, is briefly traced. The first pro-gymnasium was opened in the city of Verny on September 7, 1876. Primary schools were opened in many villages, settlements, auls. After the revolution of 1917, the Autonomous Kirghiz Socialist Soviet Republic was formed, in which the education system began to develop. In 1925 it was renamed the Kazak ASSR. An undesirable homonymy arose in the Russian language: the Turkic people and the ethnographic group (sub-ethnos) of the Russian people were called the same. To avoid it, the Kazakh sound [қ] in the weak position of the end of the word was reflected in Russian as [х]. In 1936, the Russian name of the people and the republic took on the form of the Kazakhs, the Kazakh ASSR. In the Kazakh language, the words Qazakhtar, Qazakhstan continued to be used. In 1928, the Kazakh State University was established, which was transformed into the Kazakh Pedagogical Institute two years later. Then a number of universities appeared in the capital of Alma-Ata. In 1934, the opening of the Kazakh State University took place. In 2007, the President of Kazakhstan N.A. Nazarbayev proposed to implement the “Trinity of Languages” project, which provides for the functioning of three languages in the country: Kazakh, Russian and English. The Kazakh language is included in it as the state language, Russian as the language of interethnic communication, and English as the language of integration into the world economy and the world community. At present, the Russian language continues to be used in the communicative space of Kazakhstan, it retains its role as the language of international organizations: the CIS, the SCO, the OCST. The role of the Russian language is preserved in various areas: educational institutions of Kazakhstan, in the scientific environment of Kazakh scientists, in social and political life. 

The problems of modern toponymic terminology are analyzed, the difficulties caused by differences between the terminological systems of different onomastic schools, as well as the intensity and individualization of modern toponymic research in Russia, are noted. The purpose of the research is to consider the currently existing collisions in the field of toponomastic terminology with a possible attempt to resolve them. Such aspects as the belonging of toponymy to a certain scientific paradigm, euphony, synonymy, new terms, translation issues are highlighted. Methods are proposed that could make it possible to come to a certain unification of the terms used. Attempts have been made to introduce new terminological units in the field of ottoponymic derivatives, as well as the typology and classification of toponyms. It is concluded that it is necessary to generalize toponymic studies and prepare a dictionary of toponomastic terminology, including the forms of Soviet, Russian and Western scientific knowledge in toponomastics. The practical significance of the work lies in focusing the attention of specialists on certain aspects of the functioning of the modern toponomastic terminological system and in the possibility of using the proposed new terms. According to the author, the creation of a modern dictionary of toponomastic terminology would contribute to the generalization of research and the elimination of a number of terminological problems. 

The study is devoted to the analysis of a whole complex of factors that determine the formation of the rhetorical properties of a folklore word as a key component of a traditional folklore text. The relevance of the study is seen in the existing discrepancy between the stable nature of the folklore word as a unit of traditional culture and its resonant power, which causes emotional responsiveness of the audience and provides the rhetorical potential of the word in folk culture, which requires scientific understanding. In the course of the study, significant factors influencing the formation of the rhetorical properties of a traditional word were identified and substantiated. It is noted that a folklore word, like any word in traditional culture, having a high degree of generalization and semantic integrity, gives rise to a special aesthetic feeling in the recipient, based on a deep knowledge of the common traditional culture. Due to the meaningful dynamism, the folklore word acquires the ability to influence the performers and the audience, to arouse in them a sense of belonging to the ideal common for a given linguistic community. Under the conditions of the oral form of existence, the existence of a traditional word in a subject-aesthetized environment, the continuity of a folklore creative act, the special nature of communication based on the synchronism of the process of performing and perceiving the text, the simultaneity of the experiences of the performer and the listener, ensuring the active perception of a folklore work, subject to the common folklore tradition the performer and recipient of the traditional folklore word is provided with an increase in rhetorical potential and, ultimately, the preservation of the folklore tradition. 

The study is devoted to the identification of ethno-linguistic features and the study of their functioning in Russian-language advertising texts and posters in Kalmykia. The question of the origin of the ethnonym “Kalmyk” is considered, it is noted that the Kalmyk ethnos has several ethnonyms: Kalmyk, Khalmg, Ulan Zalata Khalmg, the functioning of ethnonymic derivatives (“Kalmykia”, “Kalmyk”, “Kalmyk/Kalmychka”) and ethno-marked vocabulary in advertising texts are studied and posters of Kalmykia. Descriptive and linguoculturological methods are used, as well as the method of quantitative calculations. The frequent use of the ethnotoponym “Kalmykia” and the ethnonymous adjective “Kalmyk” is revealed, the use of which attracts the addressee's attention, inspires confidence and encourages him to purchase a product or service. In advertising texts, the national flavor is noted, expressed through lexical ethnomarkers, their positive impact on the addressee is described. National-precedent phenomena are found that convey the key concepts of national culture and national consciousness. The precedent nature of Kalmyk tea and its special significance in the Kalmyk linguistic culture are emphasized. The results of the study make some contribution to the study of ethnolinguistics and can be used in the preparation and teaching of the courses “Ethnolinguistics”, “linguoculturology”. 

The study is devoted to the description of the sociohistorical aspects of the US political discourse on the example of propaganda posters. The purpose of the study is to consider the prospects of using the historical approach in discursive analysis, in particular, to justify the relevance of studying units of political discourse from a sociohistorical perspective. A hypothesis has been put forward about the relevance of parametric analysis methods, which allow avoiding subjective or incorrect interpretation in the analysis of political texts, which are a complex object of linguistic research. Using the methods of parametric analysis, implicit and explicit ways of actualizing the sociohistorical perspective in a political text are identified and described, which can take the form of intertextual and interdiscursive means. The analysis of the material revealed difficulties in interpreting those political messages, the meaning of which is due to the extralinguistic factor. The multimodal aspect of the transmission of information that occurs through verbal and non-verbal information channels is considered. The importance of including a sociohistorical parameter in the linguo-stylistic analysis of political discourse, which is characterized by an inextricable link with the historical moment and social practices, is proved, and the role of background knowledge as an integral component of the professional competence of a researcher in the interpretation of political texts is emphasized. 

The issue of the axiological role of Russian literature in creating the humanitarian image of Russia is focused. Attention is focused on the seeming incompatibility of pacifist views and positions of the unconditional need to defend the Motherland in the Patriotic Wars. The positions of L. Tolstoy and B. Okudzhava on this issue are compared in the light of the concept of the synthetic theory of P.N. Sakulin, which determines the continuity of ideas in culture. The diachronic differences in the formation of the image of the Russian people as a defender of their land at the cost of self-sacrifice are analyzed. The meaning of the concept of “people” in different periods of historical time and its refraction in a changing social context are problematized. In this regard, a spiritual invariant is fixed, which retains its role in culture from A.S. Pushkin to the present day. Based on the texts of B. Okudzhava’s poems, the solution of the contradictions between pacifism, the rejection of war and the defense of the fatherland as a modus of saving the “land” from universal evil, which is not tied to any particular nation, is substantiated. It has been established that L. Tolstoy metaphorizes the people-defender in the image of a bee swarm – in a dynamic quality, while  B. Okudzhava presents the same idea in a monolithic-phytomorphic form of a tree-like “growing” into the ground. It is proved that Russia is depicted in its natural right, and the natural right to protect the habitat from violent invasion determines the humanitarian image of Russia. The all-human pathos of denial of aggression in the work of these authors is emphasized. 

Irony as a narrative-cognitive strategy, in comparison with social and ethical analytics in the media or with the entertaining pathos of laughter in journalism, rarely attracted the attention of researchers, although its heuristic potential is self-evident and is reflected in the works of many researchers. The study and explication of the interaction and contradictions of “cognition” and “hedonism” is topical. The purpose of the study: to show, using examples of predominantly English-language texts, the specificity of ironic overtones that create additional narrative expression related to the cognitive strategies of the authors, that is, to the setting for expanding the horizons of knowledge in the context of the modern development of the theory of mass media, communication and literary criticism. Methods of the study: cognitive-contextual, combined with historical and cultural analysis of ironic discourses. The nature of the information and cultural potential of ironic discourses is characterized, taking into account the “postmodern sensitivity”. The pragmatic expediency of the interaction of irony and analytics in the construction of the epistemological paradigm of journalistic narratives is substantiated. Conclusions are drawn about the cognitive-heuristic significance of comic elements in journalistic texts, about the benefits of intrusion of hedonistic values into serious media discourses, about the conflict of interests of “humorists” and “cognitivists” in media narratives and in the science of mass communications. 

We consider the problem of linguistic representation of events, which consists in the discrepancy between the meaning and content of the title and the main text of publication, as a result of which metamorphoses of network media image arise. The study is devoted to the phenomenon of functional-semantic incongruence of the title and text, which distorts the media images of events that form the information agenda of popular news feeds and online media on the Internet. A number of publications from various popular online media, selected by rating indicators, are analyzed. The main attention is paid to news publications in which the meanings of the title contradict the semantic content of the main text. As a result of a comprehensive content analysis of numerous examples, significant semantic differences between headlines and full texts of the media are identified and described, the main linguistic causes of these contradictions and semantic shifts leading to functional losses are determined. The linguistic problems of perception and the impact of such media images on the mass audience are identified and emphasised. Particular attention is paid to the fact that such changes can lead to serious violations of the information picture of the day and distort it. Methods for determining the degree of incongruence are proposed. Based on the identification of the functional-semantic incongruence of the title and the main text of the news message, the principles for determining the level of clickbaitness, the toxicity coefficient are proposed. Based on the study of news reports in the online media, it is established that such a functionalsemantic incongruence of the linguistic representation of events has a significant impact on the state of the linguistic and information security of the entire Internet space and its users. The results of the study can be used by scientists in the field of mass communication, mass media, journalism, as well as practitioners in the field of creative industries, which include media production. 

The purpose of the study is to substantiate the deep significance of archetypal intonation possibilities in the context of influencing the feelings of a mass radio audience and the formation of a general emotional state in the process of mastering the broadcast information. We consider the role of intonation against the background of the development of emotional intelligence theory, theory of creative industries and computer network technologies. We reveal the significance of the musical nature of intonation from the point of view of the implementation of the functions of informing and influencing in oral speech broadcasting media communication. The scientific novelty of the study lies in a new approach to understanding intonation as a speech-musical means of influencing the emotionally oriented perception of information by the mass audience of radio listeners. The importance of intonation of oral informational news texts is proved from the point of view of their effectiveness in mass media broadcasting communication. 

The study is devoted to topical issues and the potential of using event-based brand promotion in competitive markets. The idea of promoting brands, products and services through special events is not new. This direction has been repeatedly considered from different positions in line with various marketing philosophies (atmospheric marketing, impression marketing, emotional marketing, engagement marketing, etc.). The event marketing market showed a decline in 2020–2021. against the background of the coronavirus pandemic, which, in turn, set the trend for the development of digital special events, and later hybrid ones. The following issues are on the agenda of theorists and practitioners: a) defining criteria for evaluating the effectiveness of special events;  b) assessing the prospects of digital and hybrid special events; c) the use of event marketing in the context of promoting brands of organizations in the socio-cultural sphere, territorial brands; d) increasing the involvement of the audience of special events, including by means of gamified solutions. 

Ownership signs (ex-libris) in the books of the noble libraries of the Central Black Earth region at the end of the 18th – beginning of the 20th century are analyzed. The connection of domestic bookplates with the history of bibliophilism as a part of the book culture of Russia is traced, the method of creating bookplates is analyzed. The purpose of the study is to comprehensively review individual publications that were in the owner’s libraries of the Central Black Earth region at the end of the 18th – beginning of the 20th century as a historical and cultural source. Based on the analysis of a number of publications, it was possible to reveal the reflection of the personality of their owners, to more accurately study their literary tastes and the specifics of their attitude to literature. It is noted that the spread of education and the increase in the availability of the printed word at the beginning of the 18th century stimulated the processes of distribution of book products, and the increase in genre diversity and circulation of published works led to the growth of library collections. The dynamics of the use of ex-libris is analyzed, it is established that by the end of the 18th century the influence of the classical heraldic composition in the space of the domestic ex-libris began to decrease. The influence of the spread of printing by the middle of the 19th century on the simplification of the design of the ex-libris and its partial replacement by the end of the century with the use of stamps is characterized. 

The study is devoted to understanding the semantics of proverbs in the works of the famous Kyrgyz writer Chingiz Aitmatov. It is substantiated that a proverb is a special statement with the help of which stereotyped assessments and recommendations are formed regarding typical life situations in the language, since proverbs express the basic mental attitudes of ethno-linguistic consciousness. The structure of paremiological units includes various types of lexical units that act either in their direct meaning, or lose their lexical meaning and are used in a figurative sense, but in either case they participate in the formation of a paremiological picture of the world as a fragment of the general language national picture of the world. It has been established that the national specificity of the semantics of proverbs is reflected in the presence in their structure of nominations of cultural realities, attitudes of spiritual and moral values and ethical normative stereotypes. It is proved that the nature of paremias with a secondary linguistic function forms the paremiological fund of the language, which is a valuable object for linguistic and cultural research for two reasons: firstly, paremia as a linguistic sign is capable of realizing the functions of both language and culture; secondly, proverbs are an integral part of the general language national picture of the world.

In the genre of a scientific essay, memoirs from the history of Faculty of Foreign Languages of Lomonosov Moscow State University (later the Faculty of Foreign Languages and Regional Studies) and innovations in the field of teaching foreign languages. We describe a fundamental revolution in the field of learning and teaching foreign languages, or foreign language education in post-Soviet Russia, which required the development of a completely new program for teaching foreign languages, meeting new social requirements and tasks and paying special attention to the language training of non-philologists. Information is provided on the subject “The World of the Language Being Learned”, which was the first step towards the introduction and development of the academic discipline “Intercultural Communication”, which still occupies its place in the curriculum of the faculty, unique training courses: “England and English”, “Italy and Italians”, “Russia and the Russians”. Information about the emergence of a new specialty in Russia “Linguistics and Intercultural Communication” and the first textbook “Language and Intercultural Communication”, which was repeatedly retaken and published in Georgian and Kazakh, are presented. It is substantiated that the emergence of the specialization “Area Studies of Russia” allowed Lomonosov Moscow State University to play the role of the flagship of Russian education again.