Том 11, № 3 (2025)

INTRODUCTION. The problem of linguistically reliable definition of the method of formation of adverbs in the Old Russian language remains relevant at the present stage of the development of Russian grammatical science. The article presents a synchronous word-formation analysis of Old Russian adverbs, which makes it possible to identify and describe the causes of errors in determining their formation methods. The purpose of the study is to prove that the main way of forming adverbs for the era of the Old Russian period is the prefixal method, with the primary adverb acting as the generating base.
MATERIALS AND METHODS. The research material is contexts containing adverbs of different lexical and grammatical categories from published (printed) monuments of ancient Russian writing and lexicographic data. Different approaches to the interpretation of the ways of formation of the studied units are investigated. The basis for interpretation is the word-formation and morphemic analysis of Old Russian adverbs in a synchronous section. Historical and comparative methods, contextual analysis techniques were used according to the task being solved.
RESULTS AND DISCUSSION. The study found that incorrect conclusions about the formation of adverbs in the Old Russian language are based on their external similarity to the forms existing in the modern language; it is proved that the main way of forming adverbs for the era of the Old Russian period is the prefixal method, in which the primary adverb acts as the generating base. It is determined that in order to establish a real picture of the formation of adverbs in the Old Russian language, two conditions must be met: 1) to distance oneself from the theory of adverbialization as the only acceptable approach to understanding the way adverbs are formed; 2) to describe the word-formation types and lexico-semantic groups of adverbs strictly in a synchronous context, without relying on the transparent structurality of word forms in modern Russian.
CONCLUSION. The interpretation of the research results indicates that the most wellreasoned approach is one that objectively highlights the prefixed method of forming Old Russian adverbs, within the framework of which a word-formation type scheme “prefix + primary adverb → secondary adverb” is formed in the history of Russian language development.

INTRODUCTION. For the needs of higher education, it is necessary to have a description of all the rhetorical genres in demand in the relevant professional communication, as a specialist's communicative competence directly depends on their ability to use stereotypes of institutional communication in their speech. Therefore, the aim of the study is to develop principles for selecting genre forms to create particular rhetoric necessary for forming the communicative competence of relevant specialists.
MATERIALS AND METHODS. The study used diagnostic and causal analyses, which were accompanied by the use of abstraction and modeling methods. The material for analysis consisted, on the one hand, of modern scientific research in the field of linguistic genre theory, and on the other hand, of extensive empirical material collected by the author in the process of writing textbooks on rhetoric.
RESULTS AND DISCUSSION. The research resulted in the formulation of a rhetorical approach to the construction of a genre system of particular rhetoric, which requires that first, the speech events characteristic of the work of the corresponding specialist be selected; then the obligatory (mandatory for this particular rhetoric) genres are identified. Next, poly-discursive genres (characteristic of several particular rhetorics, but having significant specific features in each rhetoric) and free genres (not tied to a particular discourse) are distinguished. Finally, peripheral genres (not mandatory for use, not tied to certain professionally significant situations) are considered last.
CONCLUSION. The author concludes that in order to create genre classifications, it is necessary to use rhetorical criteria for their selection, reflecting the purpose of this discipline.

INTRODUCTION. The description of the national and cultural specifics of language as a systemic and functional education within, first of all, traditional culture takes place in the context of research on the relationship between language and culture, in particular, the study of mental spaces. The purpose of the study is to model the discursive space in the context of the functioning of universal modes as components of the semantic–semiotic language of culture within the framework of its conceptualization.
MATERIALS AND METHODS. The research materials are the theoretical and practical research of linguists in the field of the functioning of mental space as a field of conceptualization of language and culture, the field materials of the author of the article, collected in the Tambov region. The research methods are observation, the field research method, the hermeneutic method as a basic analysis of semantic and semiotic meanings and meanings of the constituent components, contextual and semantic analyses, as well as elements of discursive analysis.
RESULTS AND DISCUSSION. The analysis of the representation of national and cultural peculiarities of language within the framework of the mental spaces of cultural discourses is given. The components of modeling the discourse of mental space, including the structure, principles, organization, dynamics of being, forms of its organization and expression, are considered, the components of the semantic core of culture and their functioning in the form of universal modes “being in oneself”, “being for oneself”, “being for another” are shown. The study of discursive space in the context of the functioning of universal modes is based on the example of field materials collected in the Tambov region.
CONCLUSION. The prospects for further scientific research should be aimed at studying the discourse of traditional culture as a single mental space.

INTRODUCTION. The aim of the study is to reconstruct a section of the color concept sphere in the floral domain of the Russian language, based on the analysis of color descriptions of wheat used in texts from various discourse genres.
MATERIALS AND METHODS. The material of the polydiscursive research was: lexicographic sources (explanatory dictionaries, associative dictionaries, dictionaries of color meanings); the results of a directed associative experiment (332 respondents); the “Collected Works” of K.G. Paustovsky; data from the National Corpus of the Russian language; advertising texts (“Avito”). Research methods: continuous sampling method, descriptive- analytical, contextual, method of directed associative experiment, quantitative data processing.
RESULTS AND DISCUSSION. The composition of significant color meanings in the color perception and representation of wheat has been revealed (24). The dominant colors are set. Unique color descriptions reflecting an individual color picture of the world have been revealed. The methods of clarifying the color representation of a plant (shade palette, color compatibility) are described. Methods of expanding the spectrum with metal tokens, tokens with the value of color intensity, with implicit color, up to tokens with the value of „light‟ have been established. The compatibility of color meanings with phytonymic vocabulary, with other natural vocabulary, and with spatial vocabulary is described. The functional potential of descriptions is revealed, realized in the ontological, specific, pictorial and expressive function, prototypical, in the function of creating a color chronotope. The degree of realization of the prototypical function of descriptions is characterized (the spectrum of color meanings created on their basis is revealed, 15 of which were not previously reflected in dictionaries of color meanings); the specifics of their functioning in advertising discourse are described.
CONCLUSION. The conclusion is made about the potential of coloristic descriptions of wheat, about the significance of the results obtained for creating a comprehensive description of the color conceptosphere of the Russian language.

INTRODUCTION. The aim of the work is to study the functional aspect of regional oikonymy (names of settlements) in the works of writers of the Volgograd region.
MATERIALS AND METHODS. The main research methods are descriptive and analytical, represented by a combination of the following techniques: observation, comparison, generalization, commenting and interpretation of empirical material, and aspectual, represented by functional and contextual analyses. The research material was the author’s file of regional oikonyms (a total of 120), extracted from specific texts by B.P. Ekimov, S.N. Sinyakin, A.I. Egin and some other authors.
RESULTS AND DISCUSSION. The concept of the oikonymic dominant of a literary text is proposed, and the conditions that influence the acquisition of dominant status by an oikonymic unit are described. This concept appears to have a conceptual value in the study of a local text (in our case, the triad “Tsaritsyn – Stalingrad – Volgograd”) and in the functional analysis of proper names. It is established that many oikonyms of the Stalingrad text perform localizing and identifying functions, some – plot-forming and semantic. Special attention is givento the analysis of oikonymy in the works of B.P. Ekimov, showcasing the toponymic diversity and nominative variability of geographical names. A characteristic feature of many of his works is the paragraph-long accumulation of oikonyms associated with the realization of motives of loneliness, memory, desolation or disappearance. Oikonyms in his prose are capable of fulfilling mnemonic, emotional-evaluative and didactic functions.
CONCLUSION. Works by regional authors, who focus on the onomasticon of their homeland when creating the space of the artistic world, sometimes preserve vanished (having undergone any territorial and administrative changes) toponyms, variants of names (official/ unofficial) of the settlement and its inhabitants, not recorded by specialized dictionaries, include versions of the origin of the name, often folk etymological. For toponymic lexicography, such texts are traditionally of interest. For literary toponymics, the study of the poetics of regional oikonyms against the background of the poetics of non-regional ones is an important task in understanding the writer’s onomastic laboratory. The prospects of the study are related to the further refinement of the concept of “oikonymic dominant”, which is potentially capable of replenishing the terminological system of literary onomastics.

INTRODUCTION. The lexeme “bedlam” is a striking example of a linguistic phenomenon – the transition of a proper noun into a common noun with complete determinologization and the acquisition of a stable expressive coloring. Its semantic evolution reflects the deep processes of metaphorical transfer and adaptation of borrowings in the Russian language. The aim of the study is to trace the etymology, stages of semantic transformation, and determine the stylistic status of the lexeme “bedlam” in modern Russian.
MATERIALS AND METHODS. The research material consisted of data from authoritative lexicographic sources of the 20th–21st centuries (dictionaries of foreign words, explanatory, encyclopedic, and specialized dictionaries). Etymological, semantic, and stylistic analysis methods were used, as well as the method of continuous sampling and systematization of dictionary definitions.
RESEARCH RESULTS. It has been established that the semantics of the word “bedlam” have evolved from the name of a specific institution (a psychiatric hospital in London) to an expressive designation for extreme chaos and disorder. A mechanism of metonymic transfer (place name → phenomenon characteristic of it) has been identified, leading to the complete loss of its direct nominative meaning. It has been proven that in modern Russian, the lexeme has firmly established itself in colloquial style, functioning as a synonym for the words “chaos”, “mess”, and “confusion”.
CONCLUSION. Three key stages in the history of the lexeme have been identified: borrowing, metaphorization, and determinologization. It has been established that its stylistic marking and expressiveness are a direct consequence of the semantic shift that occurred. It is concluded that the history of the word “bedlam” is a canonical example of the interaction between extralinguistic factors (the history of the institution) and intralinguistic processes (semantic shift), which enrich the language with expressive means.

INTRODUCTION. The magazine “Color and Rhyme”, published by David Burliuk in emigration, has traditionally been interpreted as a tool of his self-presentation. However, it also contained materials devoted to other writers and artists – ranging from the classics to American authors, representatives of Russian America, and fellow Futurists. These texts, previously only mentioned, are analyzed here for the first time.
MATERIALS AND METHODS. Issues of the magazine from 1931 to 1966 are examined using historical-literary and literary-biographical method.
RESULTS AND DISCUSSION. The analysis reveals that the magazine featured not only figures of classical literature and painting but also contemporaries in America: local poets and artists, as well as émigrés from Russia. The publications fulfilled an educational function, supported emerging authors and artists, and preserved the memory of fellow Futurists, above all V. Khlebnikov, V. Kamensky, and V. Mayakovsky.
CONCLUSION. The materials devoted to figures of literature and art reflect David Burliuk’s particular commitment to educational activity. His magazine project acted as a cultural bridge between different spaces – Russia and America, the émigré milieu and the artistic metropolis, classical heritage and avant-garde experimentation. Thus, “Color and Rhyme” served as a platform of cultural mediation, performing important functions of information, education, and the shaping of artistic taste.

INTRODUCTION. In the implementation of the energy company’s sustainable development programs, the formation of its environmental and climatic media image is important. An effective method for identifying the company’s current environmental media image and its subsequent correction in the context of low-carbon economic development and strengthening the environmental agenda has become regular media analysis – quantitative and qualitative content analysis of media texts in open information sources through thematic queries of the global environmental and climate agenda. The purpose of the study is to identify the relationship between the ecological and climatic media image of a fuel and energy complex company and its sustainable development and to provide recommendations on effective environmental positioning of a company in this area in the media space.
MATERIALS AND METHODS. Fragments of a media analysis (research project “Development of scenarios for the sustainable development of Gazprom PJSC until 2050, taking into account the low-carbon trend of the global economy”) are presented as a method for identifying the current climate image of an energy company.
RESULTS AND DISCUSSION. A number of measures have been identified to improve the effectiveness of communication support for the implementation of the energy company’s sustainable development program in the ecology and climate stabilization field. It is necessary to focus on the expectations of all stakeholders and the methodology of ESG ratings, increase the number of special events for the media and focus on the environmental and climate positioning on expert and analytical content with a sufficient percentage of direct speech by the company’s speakers, demonstration of the process and presentation of specific results of the implementation of environmental and climate strategies of the company.
CONCLUSION. Regular and consistent generation of information guides to environmental, climatic and adaptation measures before demonstrating their results and effectiveness can be one of the ways to publicly recognize a company’s commitment to a sustainable development strategy and will contribute to the sustainable image formation of an environmentally and climatically responsible company. The environmental and climatic media image of a fuel and energy sector company functions as a mechanism for balancing the interests of stakeholders, implementing ESG principles and maintaining legitimacy.

INTRODUCTION. The study is dedicated to aspects of covering the thematic area of “alumni engagement” in university media. Russian universities have established traditions of interacting with alumni through communities (alumni associations, clubs) and financial instruments (endowment funds). Attention to the topic of interaction with graduates in university media is explained by the fact that their success is considered a marker of the quality of specialist training at the university. For the university, the continuity of alumni generations and the preservation of traditions are important. Alumni stories in university media allow for shaping the desired image of the future for prospective and current students. Highlighting graduates’ career paths and achievements contributes to raising the prestige of specific professional fields.
MATERIALS AND METHODS. The empirical basis consisted of materials from university media and content in new media about working with graduates (official websites, corporate publications, official social media channels, thematic media projects) from 2023–2025.
RESEARCH RESULTS. The theoretical basis of the study was formed by works dedicated to aspects of interaction with alumni, the specifics of the functioning of alumni communities, and endowment funds. Content analysis for the period from 2023 to 2025 indicates an increase in the frequency of materials on the thematic area of “alumni engagement”. The thematic area of “interaction with alumni” has developed in special sections and special projects of corporate media and on universities' social media, in the popular podcast and video blog formats.
CONCLUSION. The thematic area of “interaction with alumni” is one of the key directions of the image policy of modern universities, which is reflected in university media.

INTRODUCTION. In the context of a decreased audience attention to advertising caused by the increasing volume of information, advertising strategies aimed at increasing consumer interest in the advertising product are being formed and developed. Involving celebrities in advertising campaigns is an up – to-date technology that ensures consumers focus on advertising information and their loyalty to the brand. The company’s long-term advertising collaboration with a well-known (media) personality, the “star”, allows for the creation of advertising in the format of an advertising series. The aim of the study is to identify the advantages of advertising in the format of a celebrity- featuring advertising series using the example of MTS advertising series with consideration of the role and functions of celebrities, narrative aspects of the advertising story, and the risks of attracting celebrities to the brand’s advertising strategies.
MATERIALS AND METHODS. Research material – MTS advertising (print, outdoor, video commercials) from 1993 to 2013, promotional videos for 2023–2025 in the format of an advertising series with the participation of actor Dmitry Nagiyev, media publications dedicated to MTS advertising activities and its ambassadors. The methods used were: historical, philological, discourse analysis, narrative analysis.
RESULTS AND DISCUSSION. The format of an advertising series allows for the creation of complex narratives, the development the of a celebrity image and the strengthening of an emotional connection with the audience. The main factors for the success of an advertising story are: the authenticity of the celebrity image, alignment with the target audience’s values, and the quality of integration into the branded narrative. The choice of celebrities for an advertising campaign is determined by their image, audience recognition, while the transformation of the image of the invited “star” image may lead to a change in public attitude towards the company’s brand, which shapes the development of collaboration strategies between organizations and famous personalities.
CONCLUSION. An analysis of MTS’ advertising activities has shown that the company has tested various types of advertising, but the practice of long-term use of the advertising series format allows us to conclude that it is effective in advertising a product, building brand awareness, and creating audience loyalty. The key aspects of the development of the MTS advertising series are: positioning of new products and services integrated into the story, which develops through the creation of new storylines united by the main character (the role of Dmitry Nagiyev), the introduction of new characters (played by celebrities), highlighting current societal trends, focusing on human values, and reflecting the interests of various audience groups. MTS’ practice of interacting with celebrities shows that this cooperation is fraught with risks, which can be minimized by monitoring the celebrity’s activities, image, and reputation, and defining and consolidating the terms of cooperation at the legal level. Thus, the findings can be used to improve the quality and effectiveness of advertising communication.

INTRODUCTION. As society changes, so do the forms and strategies of education, the challenges faced by educators, and the perception of their role. These changes are reflected not only in sociological research, statistical data, and media sources, but also in works of screen art. Examining the portrayal of teachers in animation is relevant in light of the transformation of their role, functions, and significance in society.
MATERIALS AND METHODS. The research material includes more than 50 domestic animated films and series created from 1927 to 2024. The study employs the methods of frequency and comparative analysis, as well as contextual, thematic, and iconographic approaches, which allow for examining the iconography of images, the frequency of use of specific details, comparing images, and identifying constant and changing elements, as well as tracking the transformational changes in the portrayal of teachers in domestic animation.
RESULTS AND DISCUSSION. Throughout the 20th and 21st centuries, there has been a change in the perception of the teacher's image, which has transformed from a non-personal and sacred figure to a caricatured and mocking one. The roles of the teacher have also evolved, ranging from a mentor to a guide to a new world, from a knowledge-bearing figure and an organizer of the learning process to a supervisor and a punisher for academic negligence. The gendered portrait of a teacher is changing: the image of a male teacher, which was dominant in animation until the 1970s, is gradually being replaced by the image of a female teacher. In the portrayal of teachers, animation tends to use various comedic techniques and intonations, which can range from gentle irony and parody to outright mockery.
CONCLUSION. In domestic animation, the teacher's portrait is presented in a schematic manner and is based on stereotypical representations. The image of the teacher as the main character in the story has not yet been developed. In films, the teacher is almost always portrayed in secondary or episodic roles. Modern Russian animation portrays negative perceptions of teachers, which is associated with the decline in the profession's authority in society.

IMPORTANCE. The study presents experimental experience in art project design as a prospective component of educational work in the general piano class. It synthesizes knowledge from the theory, history, and domestic and international practices of using art management technologies within the system of professional university-level music teacher education. The aim is to substantiate the potential of a repertoire-based approach grounded in regional cultural heritage for integrating art management technologies into the educational process of the general piano class as a means of student socialization and self-realization.
MATERIALS AND METHODS. The main research material is the theoretical and educational-methodical practice of introducing innovative methods into the system of professional education, in this case music-pedagogical. The main method of achieving this goal is design. The result of the educational activity is an art project that introduces various cultural languages into the traditional organization of educational communication, which a student-musician needs to master for successful self-realization and self-promotion in a market economy.
RESULTS AND DISCUSSION. Based on the analysis of modern research in the field of music pedagogy and socio-cultural activities, various definitions of the concept of art management as a useful part of the educational process are interpreted, as well as mental stereotypes that prevent the introduction of innovative technologies into mass music teaching practice. Information and educational activities are positioned as the basis of art design, facilitating the interaction of pedagogical and artistic processes. The individual approach is specified in the methodological means of organizing the general communicative process, in which artistic creativity (art) is interpreted as an “epistemological breakthrough” aimed at the public (consumer). The history of art management and its entry into music education is briefly described, while it is noted that in the field of academic music, unlike pop music, examples of the use of art management technologies are unique. The problem of globalization of the education system is highlighted in various aspects, one of the tools of which is art management, which arose in the competitive conditions of the postmodern era. There is a wide range of threats, challenges and conflicts that the globalization of the education system is fraught with. The emphasis is placed on the threat to the sovereignty of domestic musical and pedagogical technologies. The successful domestic practice of understanding the advantages and disadvantages of art management is positioned as a way to protect pedagogical sovereignty. An experimental version of the use of art management information technology is proposed, which preserves the equal coexistence of innovative experience acquired in the context of the globalization of the university education model and traditional methods inherited from the “old masters”. The introduction of the concept of intangible cultural heritage into the process of global strategic macro-planning is positioned by us as a perspective for an ecologically balanced organization of the educational process. The art project “Boratynsky and Music” is proposed as an experimental example. The art project solves the problems of choosing a repertoire based on the use of cultural heritage resources, in particular musical reflections on Boratynsky’s work, in connection with the 225th anniversary of the poet and the “Year of Boratynsky in Tambov”. The global nature of art management and the local experience of art design are harmonized by referring to the strategic information basis – the topic “The nature of the language of poetry and music: universals and specifics of semantic expression”. The laws of the interaction of words and music are presented in the latest results of neuroesthetics. Students’ personal art projects within the framework of a common theme provide examples of creative artistic reflection on the movement of cultural meanings. The result of expressing the semantic movement of cultures is the specific results of mastering creative tasks in the general piano class of a music pedagogical university. Personal maps (pedagogical routes) focused on a personal theme, which the student implements as an art manager, are proposed as the main tool for organizing innovative student activities. Each such development is a sub-theme of the general art project “Boratynsky and music”. The stages of the implementation of art projects are proposed, at each stage a control section and correction are provided, for which “Personal checklists” are introduced. The personal maps provide a holistic structural analysis of the acquired professional competence, performing and art management. Our list of topics for students' personal art projects is as close as possible to the individual artistic and intellectual preferences and interests of future professional musicians.
CONCLUSION. The results of the experimental development are proposed as a way of introducing innovative practices, as well as a means of motivating and socializing students of a music and pedagogical university.

INTRODUCTION. Irony on the pages of provincial newspapers as an author’s strategy, in comparison with analytical and news journalism, has been little studied. The purpose of the study is to analyze the journalistic texts of the advertising newspaper “Tambov Bulletin of Announcements” for 1912, which will make it possible to formulate the author’s original position in the sociopolitical and socio-cultural spaces of that time.
MATERIALS AND METHODS. The study of articles, notes and feuilletons of 89 issues of the “Tambov Bulletin of Announcements” newspaper for 1911–1912 makes it possible to understand the specifics of the newspaper editor’s work, as well as to analyze the motives of the author’s publishing behavior. Research methods: philological and historical-cultural analysis within the socio-political context.
RESULTS AND DISCUSSION. The nature of material presentation through the eyes of a contemporary is characterized. The ideological expediency of the interaction of irony and analytics in the construction of texts is substantiated. Conclusions are drawn about the importance of comic elements and means of artistic expression in journalistic texts. The extraordinary style of the publication contributed to the creation of a qualitatively new printing, publishing, advertising and satirical product. The newspaper proved to be in demand by the provincial reader of that time.
CONCLUSION. Using the examples of the articles and feuilletons of the publication, the specificity of the ironic presentation, which creates a unique narrative expression and formulates the style of the newspaper, is shown; the editorial activity of a unique non-governmental publication is analyzed. The study of the journalistic and satirical content of the newspaper can be applied to the study of other satirical publications of this period.

INTRODUCTION. The modern era of new media opens up new opportunities for shaping the national image through short video platforms such as TikTok, YouTube Shorts, VK Clips and RutubeShorts. These platforms have become an important means of public diplomacy, allowing national Governments to broadcast key values, trends, and achievements to a wide audience. The purpose of the study is to analyze the strategies for shaping the national image of China, the United States and Russia using these platforms, as well as to identify their differences and features.
MATERIALS AND METHODS. The materials include video content published on the official accounts of these states on TikTok, YouTube Shorts, VK Clips and RutubeShorts platforms. The methods of content analysis, comparative analysis and a semiotic approach are used in the framework of the study. The thematic structure of the videos, the nature of visual and rhetorical techniques, as well as audience engagement indicators such as the number of likes, comments, and reposts were studied.
RESULTS AND DISCUSSION. It is revealed that China focuses on cultural traditions, innovations and economic achievements, the United States – on freedom, individualism and popular culture, and Russia – on patriotism, historical memory and national identity. Visual techniques include the use of national symbols, elements of progress and traditions, while engagement metrics have shown that the United States and China have an advantage on international platforms, while Russia focuses mainly on the domestic market.
CONCLUSION. The results of the study emphasize the importance of short video platforms as tools for public diplomacy and national image formation. While the United States and China are actively using global platforms to attract an international audience, Russia is focused on strengthening patriotism and national identity within the country.

A review of S.E. Biryukov’s monograph is given, which presents a number of theoretical and historical- literary problems related to the process of Russian avant-garde poetry formation. The monograph is unique not only in that it becomes a generalization of the researcher’s many years of work, but also in that it presents an evolutionary concept of the relationship between theory and practice of the avant-garde, implemented, among other things, in transformpoetics. The terminology proposed by the author of the monograph is analyzed, the personalities presented in the study are evaluated, and the sphere of the avant-garde is highlighted as a special cultural phenomenon.

Посвящено светлой памяти Михаила Викторовича Горбаневского (21 мая 1953 – 20 сентября 2025) – доктора филологических наук, профессора, члена-корреспондента РАЕН, советника главного редактора журнала «Неофилология», генерального директора Гильдии лингвистов-экспертов по документационным и информационным спорам (ГЛЭДИС), посвятившего свою жизнь служению науке, закону и популяризации лингвистических знаний в России. М.В. Горбаневский – выдающийся отечественный лингвист, специалист по проблемам общей и русской ономастики, лингвоэкспертологии, человек высочайшего благородства – на протяжении длительного времени своей научной деятельностью был связан с Державинским университетом.