Neophilology

INTRODUCTION. In the 21st century, radical Internet communities have emerged in Runet, uniting users on the basis of gender identity and shared gender ideology, the defence of which often takes place with the help of speech aggression. The aim of the study is to analyse the language units used by feminists and masculists to express speech aggression against members of their own sex who do not share the relevant ideological attitudes.
MATERIALS AND METHODS. The material of the study are agonal Internet communities represented by the most mass feminist and masculist groups “VKontakte”. The study, conducted as a manual Internet search, applied lexicographic and stylistic, contextual and semantic analysis, as well as elements of discourse analysis.
RESULTS AND DISCUSSION. Gender hate speech is implemented both with the help of lexemes already existing in the Russian language, intended to express negative emotions, and with the help of specially created neologisms, which are intended to insult representatives of the opposite sex. However, of particular interest is the analysis of pejorative lexemes that supporters of radical gender ideologies use to address people of their own sex who do not share their views. The study analyzes the key feminist (patriarkhalka ‘patriarchal woman’, mudrozhenshchina ‘wise woman’) and masculist (kabluk ‘henpecked’, baborab ‘slave of a woman’, alen' ‘deer’, kukold ‘cuckold’, terpila ‘endured’, padal'shchik ‘scavenger’) nominations that are key to modern gender-marked Internet discourse.
CONCLUSION. Prospects for the research are related to further study of the hate speech of masculists and radical feminists.

INTRODUCTION. Borrowed Russian dialect names of hunting tools in Yakut language are considered. Phonetic and semantic features of Russisms in household vocabulary in dialect vocabulary of Yakut language haven’t been studied by Yakut scientists. The importance of the research is that in everyday dialect lexicon the subject world is represented, which reflect the main principles of mastering Russisms. The purpose of the study is to describe phonetic and semantic features of borrowed lexemes from the Russian language, which denote instruments of passive and active hunting in the dialectal stratum of the Yakut language.
MATERIALS AND METHODS. The materials of the study are dialect words contained in dialectological dictionaries of the Yakut language (1976, 1995). Phonetic, semantic methods are used.
RESULTS AND DISCUSSION. More than 30 lexical units borrowed from the Russian language, which denote hunting tools, have been identified. It has been established that Russisms undergo phonetization in accordance with the basic rule of the Yakut language – syngarmonism of vowel sounds. The phonetic acquisition of Russisms is most clearly manifested in the replacement of missing sounds in Yakut language with those sounds based on their place of formation, respectively, and the classification of sounds (e.g., ё = үө, в = б, п = б). It is determined that the semantics of borrowings does not undergo significant changes, as the names of hunting tools belong to the category of words that denote a specific object (tool, device).
CONCLUSION. The considered group of names reveals the character of borrowings in the Yakut language, dictated by the change and development of social and everyday life conditions of Yakuts, which affected everyday life, including changes in the composition of hunting tools and devices.

INTRODUCTION. In the modern conditions of the advertising industry development, one of the tools for forming a product communication strategy is the use of limited use vocabulary (dialectisms, jargonisms, neologisms, etc.), which has undoubted advantages and at the same time has a number of restrictions and conditions for use. The purpose of the study is to identify the functions implemented by the vocabulary of limited use in advertising communication.
MATERIALS AND METHODS. Research material are texts of outdoor, printed, video advertising in more than 80 units. The methodological basis of the study is the following set of methods: directed sampling, descriptive-analytical, functional-stylistic, introspection, typologization.
RESULTS AND DISCUSSION. The most common types of vocabulary used in advertising are neologisms and jargon (slang). At the same time, other vocabulary layers are characterized by frequency and high functional load. Dialectisms form the image of a natural product, give advertising a local flavor. Professional vocabulary and terms create the image of an “expert” and reliable brand. Jargon (slang) allows you to build communication with the target audience in its language and establish a trusting relationship. Neologisms attract attention and arouse interest in advertising text and product, and form the loyalty of the consumer audience.
CONCLUSION. Limited use vocabulary is widely used in advertising and performs a number of functions: attracting attention and creating a unique Tone of Voice; transfer of key characteristics of a product or service; building an emotional connection with the target audience; prompting action; creating a comic effect.

INTRODUCTION. The study explores how knowledge of healthcare diplomacy is reflected in language. The relevance is determined by the cognitive approach in the context of which the development of assessment structures of knowledge and their means of representation are being revealed. The purpose of the study is to describe the processes of healthcare diplomacy knowledge interpretation based on publicistic texts material.
MATERIALS AND METHODS. The material is news articles in English over the past five years concerning the specifics of medical foreign policy. The research has been carried out within the framework of a cognitive-discursive approach. The main research methods are the method of cognitive modeling, on the basis of which the structures of the formed evaluative knowledge are analyzed, and discursive analysis aimed at describing the situational context.
RESULTS AND DISCUSSION. It has been revealed that medical diplomacy is interpreted within the context of the conceptual areas of HUMAN BEING, ARTIFACT, WILDLIFE, SPACE. Conceptual metonymy, conceptual metaphor and conceptual comparison are used as cognitive mechanisms of secondary interpretation.
CONCLUSION. The practical significance is associated with the growing attention on the world agenda to threats to public health, as well as the widespread use of methods of manipulating public consciousness within the medical context. This gives grounds to use the data obtained in lecture courses on manipulative communication style and, in particular, on the influencing potential of language means. The prospects of the research consists in applying the results obtained to the study of the interpretation of other methods of diplomacy, as well as on the material of other languages.

INTRODUCTION. The relevance of the research is due to the lack of works analyzing the specifics of A.K. Tolstoy’s reception of the natural school traditions. The purpose of the research is to discover physiological techniques in the writer’s early prose, analyze its intertextual connections and identify its ideological and artistic originality.
MATERIALS AND METHODS. The research material is the story by A.K. Tolstoy “Artemy Semenovich Bervenkovsky” (1845). The historicalliterary method, contextual, comparative and ideological-thematic analysis, and descriptive method are used.
RESULTS AND DISCUSSION. In the work, the life of a provincial landowner is satirically depicted by means of the detailing the narrative technique and developing the dialogic conflict between the “dreamer” and the “practitioner”. Connections have been found with “The Tale of How Ivan Ivanovich Quarreled with Ivan Nikiforovich” and the poem “Dead Souls” by N.V. Gogol, the anthem “Let the Thunder of Victory Resound!..” with lyrics by G.R. Derzhavin and music by O.A. Kozlovsky. In A.K. Tolstoy’s story, as in “The Tale...”, the comic-travesty atmosphere of the narrative is recreated, and techniques of the absurd, grotesque and wordplay are used; a connection can be traced with the semantics that comes from the genre designations of “Dead Souls” as a road novel and a poem, which respectively suggest an examination of typical phenomena of Russian life and a philosophical reflection on the fate of Russia and the meaning of the existence of a Russian landowner. The ideological and artistic originality of the story lies in the criticism of the system of views and life aspirations of the main character.
CONCLUSION. The obtained results can be applied in the course of Russian literature of the 19th century (second third), in special courses devoted to the study of the A.K. Tolstoy’s works. The prospects of the research are seen in the further study of the writer’s dialogue with the natural school.

INTRODUCTION. The purpose of the research is to identify main features that characterize contemporary works about creators, on the basis of M. Stepnova’s novel “The Surgeon” and D. Rubina’s “Petrushka’s Syndrome”. This comparison is substantiated by the presence of an extraordinary artist-creator as the main character, the similarity of the plot and image system, ideological and artistic affinity.
MATERIALS AND METHODS. The research uses the method of descriptive poetics, comparative-historical and mythopoetic methods. The works of Russian and foreign literature devoted to the history of the formation of a creative person and the embodiment of original ideas by him/her are used as contextual material.
RESULTS AND DISCUSSION. The leading features of the novels main characters are defined, the conceptual principles of depicting their destinies and the paradoxical nature of the creative projects they undertake are outlined. The ways of transforming traditional plot-figurative lines of the “creation novel” are revealed, including in relation to the myth of Pygmalion and Galatea. The techniques for creating female images and the principles for forming the love storyline of works have been clarified. The role of the temporal organization of the novels, the detective component, mystical details, musicality and color painting is noted.
CONCLUSION. The practical significance of the conducted research lies in the possibility of using its results during studying modern Russian literature in universities. The prospects of the research are connected with further clarification of the genre specificity of the mentioned novels, establishment of typological connections with other works of world literature created within the framework of the “creation novel”, definition of the leading principles of the creative method of the authors.

INTRODUCTION. The relevance of the research is due to the need for a comprehensive study of the pragmatic aspect of communication in the media discourse of the modern medicine. The purpose of the study is to conduct a functional and pragmatic analysis of the medical media text, determining the role of subjective modal meanings in this text and identifying the leading modal explicators of persuasion in the text-generating activity of a health professional.
MATERIALS AND METHODS. The research material is media text of medical websites collected by continuous sampling from official Internet sources, including web pages of polyclinics and hospitals, scientific and medical diagnostic centers. When processing the resulting corpus of texts, the following methods are used: the comparative method, the method of quantitative data analysis, discourse analysis, pragmatic analysis, computational methods of functional programming in Python.
RESULTS AND DISCUSSION. The functional and pragmatic characteristics of the medical media discourse in terms of modus and presuppositional structures are compiled. The selection of subjective modal explicators, significant for the perlocutionary effect of the utterance, the purpose of which is persuasion, is carried out. Based on the analysis of quantitative data, the leading type of subjective modality in medical media text has been identified. The total number and percentage of explicators of epistemic, deontic, and axiological modality in the selected texts are determined.
CONCLUSION. A pragmatic approach to presuppositions allows us to take a fresh look at the authority of the doctor and paternalism in the medical communication. The comparison of the modal semantics expression in Russian and English texts expands the understanding of the pragmatic, typological and linguistic-cultural side of medical communication, contributing to the understanding of Russian-language discourse as predominantly authoritarian and English-language as predominantly collegial.

INTRODUCTION. YouTube video hosting has become an effective platform for the functioning and development of sports discourse. The relevance of studying YouTube sports content is determined by the insufficient knowledge of this issue, despite the growing interest of researchers in sports discourse and in multibodal texts that provide content for blogs. The purpose of the study is to systematize sports YouTube channels, identifying their general, structural and genre-format features.
MATERIALS AND METHODS. The material for the research are YouTube channels of sports topics. As a main method, the method of content analysis of sports YouTube channels collected using the continuous sampling method is used. The entire range of YouTube channels is characterized by several parameters: the economic basis of media activity, the level of technical support of media activity, thematic and genre-format specificity of the content.
RESULTS AND DISCUSSION. The work distinguishes between three types of channels: channels of sports media and sports leagues - media texts of the first order, original YouTube projects of professional journalists about sports and materials of non-professional bloggers - media texts of the second order, content of ordinary users - media texts of the third order.
CONCLUSION. A study of existing media practices operating in the Russian-language sports segment of YouTube allows us to conclude that channels of a variety of formats are represented in the sports sector of video blogging. We can talk about the dominance of professional channels in which specialists, athletes, and journalists talk about sports.

INTRODUCTION. The question of the interdisciplinary connections of rhetoric nature is raised, since the ambiguity of its status also creates difficulties in establishing its links with other humanities. In this regard, the purpose of the research is to describe the forms of interdisciplinary connections typical for the modern humanitarian studies and clarify the place of rhetoric in this system.
MATERIALS AND METHODS. The object of the research is the interdisciplinary connections of rhetoric with other humanitarian disciplines. For their comprehensive analysis, a set of complementary general scientific (abstraction, classification, systematization, interpretation, etc.) as well as philological (comparative analysis of the purpose of humanitarian disciplines, discourse analysis, etc.) methods are used.
RESULTS AND DISCUSSION. The forms of interdisciplinary rhetoric are analyzed. They are divided into constructive (when independent disciplines are combined to solve issues at the junction of sciences) and destructive (when there is a mechanical unification of fragments of different sciences). The first group includes: the formation of a new science at the junction of other sciences; the unification of two equal disciplines to serve a specific field of knowledge; the interaction of science and practice; the temporary unification of independent sciences to solve some complex problem; traditional forms of enriching sciences through the use of concepts, methods, etc. of other sciences. The second group includes interdisciplinary plagiarism: substitution of the content of rhetoric with fragments borrowed from other sciences; distribution of the content of rhetoric in other disciplines; unjustified expansion of the subject of science.
CONCLUSION. The classification of interdisciplinary connections of rhetoric is generalized. The conclusion is made about its true place in the system of humanities.

INTRODUCTION. The basic ethical idea of evil, which comes into opposition with good, is noted in human communities in different historical eras and in different cultures, which is reflected in such a linguistic unit as phraseology, which takes place in the vocabulary of a native speaker of any language. The purpose of the study is to present the results of a comparative analysis of Russian and Kyrgyz phraseological units with semantics of “evil”, to reveal the national and cultural specifics of the concept “evil” as an ethnically significant idea of the moral character of a person.
MATERIALS AND METHODS. The research material is lexicographic sources and a card index compiled by the author based on observations of spontaneous speech and phrase use in live speech of speakers of Russian and Kyrgyz languages. Methods of continuous sampling of factual material, definition, and comparison are used; The main method is descriptive and analytical.
RESULTS AND DISCUSSION. An analysis of the phraseological units of the Russian and Kyrgyz languages with the semantics of ruthlessness, cruelty and malice showed that they reflect not only the emotional aspects of human nature, but also the characteristics of cultures. The Kyrgyz language makes extensive use of artifacts such as “sword”, “whip”, “blood”, and “poison”, which convey complex human feelings and moral vices. To express negative qualities, somatic phraseological units are used; in the Russian language, phraseological units with zoonims predominate, objectifying the national traits themselves and linguistic and cultural significance. Phraseologisms with the semantics of the image of an evil person in the compared languages are characterized by a metaphorical component that reflects the nationally specific nature of native speakers.
CONCLUSION. The analysis of phraseological units with the meaning of “evil” in Russian and Kyrgyz languages has revealed the influence of cultural characteristics on their semantics, imagery, and structure, reflecting the specifics of perceiving negative traits in each culture. The results of the study emphasize the importance of examining phraseological units to gain a deeper understanding of the historical and social experience of peoples, their mentality, and values. A promising direction for further research is the expansion of comparative analysis to include other languages and cultures in order to explore the universal and unique aspects of the perception of evil.

INTRODUCTION. Creating a screen product is impossible without working with references – auxiliary visual materials. Analog and digital channels provide access to a large amount of visual content, causing problems in finding and selecting the necessary information. An important stage in the artist’s work on creating visual content is working with references, the systematization and classification of which has not been carried out in full. The purpose of the research is to determine the types of references, the principles of their systematization and brief description, the features of the reference bases development, as well as to describe the main methods of working with them.
MATERIALS AND METHODS. The research material is the practice of domestic and foreign animation artists. Interdisciplinary approaches, as well as comparative and classification methods, are used in the study. Based on a comparative analysis of the practical experience of artists from domestic and foreign studios, various aspects of working with references are revealed.
RESULTS AND DISCUSSION. The separation of references according to the nature of the material (static and dynamic), according to the form of creation (borrowed and author’s), according to the tasks for which they are used. The principles of the reference databases development are described and a brief description of the main databases located on Internet resources is given.
CONCLUSION. The results obtained are of an applied nature and can be used in the practice of both artists engaged in the creation of screen works and students in the field of “Animation film and multimedia artist”.