Axiology of Motivational E-Card Genre: Concept of Comfort in Russian and Yakut Linguocultures

This article explores one of the emerging genres of virtual discourse — motivational e-cards, which have gained popularity among the older demographic. For the first time, a comprehensive analysis (genre-based, semantic, semiotic, and cognitive-interpretative) is conducted on motivational e-cards in both Russian and Yakut languages. A total of 1,788 Russian and 800 Yakut motivational e-cards were analyzed. The sources were selected through a comprehensive sampling method from the messaging platform WhatsApp and the social network Pinterest from November 2023 to November 2024. The aim of the study is to identify the verbal and visual means of representing the value concepts of Comfort and NUS BARAAN in the texts of motivational e-cards. The research models the conceptual field of Comfort within the everyday consciousness of communication participants. It is demonstrated that the concept of Comfort in the everyday consciousness of Russianspeaking participants is characterized by cognitive attributes such as pleasant feelings and tranquility, primarily within the emotional space, followed by the temporal continuum (time of day, days of the week), and convenience within the home. It is noted that the idea of comfort as a value is particularly emphasized during the winter season. In contrast, the texts of Yakut e-cards do not verbally represent the concept of NUS BARAAH (comfort), leading the authors to hypothesize that either this concept is not represented in Yakut content or that comfort does not hold value for communication participants.