Reflection of personality self-identification process by the standards of Russian linguoculture

The article is devoted to determining the peculiarities of self-identification, i.e. self-understanding, by the standards of the Russian linguoculture. To achieve the goal, the author uses onomasiological, component, conceptual analysis, linguocultural interpretation techniques. A standard is a sign of culture, expressing in verbal form stereotypical ideas about the typical features and qualities of a person. Standards have been proved to be the main means for selfidentification of the subject of culture. They objectify various aspects of a person’s inner world, his/her appearance, social interaction. The article establishes that a standard is an element of people’s identity, the result of the identification process, which is accompanied by the characterization of the subject of culture. These processes are embodied in the internal form of the standard, which is considered as a verbal stereotype reflecting the prototypical representation of the denoted phenomenon. The article reveals that all major cultural codes are involved in the formation of standards. The study identifies productive cultural codes that are used in the identification process. They include anthropomorphic, biomorphic, actional. The standards are represented by the units identifying a person as a kind and on certain aspects of his/her life activity. The formation of standards is carried out on the basis of linguocultural types, archetypal representations or practical human observations of reality phenomena. One verbal stereotype can be the basis of different standards. A standard can fix a deviation from the norm, indicating the norm for good or bad. The majority of standards are characterized by pejorative evaluativeness. The research discovers that the standards of anthropomorphic code of culture serve to objectify ideas about types of people oriented towards the inner world or material values. Anthropomorphic stereotypes pointing to social attributes identify features of a person in the context of social relations. Biomorphic stereotypes are based on archetypal knowledge or practical observations. The majority of units of this group record a deviation from the norm or pattern and include a negative evaluation in their meaning, which is explained by the interpretation of the animal as an ersatz human being. Units with positive evaluation dominate among the standards with the image “Bird”. Verbal stereotypes of plants are unproductive and are used mainly to objectify negative aspects. In fetish standards, value and functional characteristics of the object, as well as feelings from contact with it, become significant. Human standards formed on the basis of actional attributes embody ideas about the behavioural norms accepted in the Russian culture. The standards of the animic code reflect the immersion of a person in the context of nature, the feeling of being a part of it.

language, culture, identification, standard, stereotype, internal form