No 8 (2025)

the article analyzes the means of figurative representation of the concept of ALIENATION in English-language migrant literature, identifies key symbols that serve as markers of cognitive and emotional signs of alienation in the works of M. Hamid, Kh. Hosseini and Ch. Adichie. The relevance of this study is due to the interest in the problems and themes of migrant literature, demonstrating a specific worldview in which cultural and emotional stratification is reflected in linguistic means – primarily in metaphors and symbolic images. Symbols and metaphor, as a means of cognitive understanding of the world, allows authors to express the internal state of the characters experiencing an existential gap between the past and the present, their homeland and their new country. The study emphasizes the universality of the concept of ALIENATION through a variety of symbolic images – doors, corridors, trees, animals, which serve as metaphors for internal alienation, change and the search for a new identity. The images of hell and ghosts reflect the state of alienation, demonstrate personal and socio-cultural transformations during wartime. The results of the study can be useful for further research in the field of cognitive linguistics, intercultural communication and analysis of migrant literature as a special phenomenon of modern culture.

in the context of rapid digitalization and globalization, Chinese cross-border e-commerce (CBEC) websites are actively expanding into Russian-speaking markets. The online linguistic landscape creates a unique environment for content perception, where translation serves not only communicative but also marketing functions. This study aims to identify the main strategies for translating Chinese CBEC websites into Russian, correlating them with the characteristics of the linguistic environment and user expectations. The corpus consisted of texts from ten leading Chinese platforms (product descriptions, navigation buttons, advertising slogans). Content analysis and comparative study of the original Chinese and Russian-language versions were employed. Additionally, a survey was conducted among 50 respondents (shoppers and translator-localizers) to evaluate the adequacy and readability of the translated elements, taking into account the sociolinguistic context. The analysis revealed a predominance of domestication strategies (adaptation of culture-specific realities, conversion of measurement units, currency, and metric designations) when translating interface elements. In advertising texts, a combination of brand name transcription and slogan localization through calquing and paraphrasing is used. Instances of “interlinguistic inserts” – the retention of English terms to maintain an international image – were also identified. The survey confirmed that proper cultural and social adaptation increases trust and promotes conversion.

the article is devoted to the problem of genre contamination in the modern romance novel. The relevance of the study is determined by the fact that changes in the paradigmatic constants of Russian culture are largely associated with the actualization of domestic genres of popular literature. The purpose of the work is to describe the genre transformations of the romance novel presented in the works of Katya Kachur, such as postmodern melodrama, fantasy novel, magical realism, autofiction, and film novel. The novelty of the study lies in the fact that the writer's work has not yet been the subject of consideration. It is shown that genre experiments in the field of the romance novel are due to the need to update communicative strategies designed for a new reader. It is established that the writer's appeal to the classics as a feature of the postmodern novel helps the reader to realize the semantic depth of her novels, the actualization of interest in the autofiction genre inspires confidence in the heroes and their behavior. The fantasy genre may attract a younger audience to the writer's novels, and the genre of magical realism, indicated in the works of Katya Kachur, is attractive to readers because it is a kind of therapeutic reading. Elements of cinematography in Kachur's novels create a sense of unreality. It has been proven that despite the fact that Katya Kachur's novels can reveal features of other creative methods, her novels, with all their genre diversity, can be classified as women's love stories. The results of the work can be applied in the analysis of works of popular literature.

in the context of globalization, cultural communication plays a pivotal role in shaping national image. The rapid development of China's gaming industry increasingly demonstrates its significance in the sphere of cultural exchange and national image formation. This article examines the game Black Myth: Wukong as a case study – a game that blends traditional culture with modern technology, generating international interest and cultural identification, thereby enhancing the global influence of China's outstanding traditional culture. The author analyzes the use of Chinese elements in the game, explores the national image it projects and its positive impact, while revealing the unique value and significance of domestic games in constructing a national image in the new era. Three key conclusions are drawn: digital innovation as a tool for cultural communication, the creation of a premium brand, and the mobilization of civil potential and talent development. It is hoped that this article can serve as a reference for developing new approaches to national image-building in the new era, while providing recommendations for ensuring sustainable drivers of development.

with the dual evolution of information technology and supply chain system, the global consumption pattern presents a new trend of highly networked and regional intertwining [1]. This paper aims to systematically explore how economic globalization and changes in regional governance systems jointly affect the international development path of Chinese beauty brands, focusing on analyzing the structural changes under the coexistence of consumption upgrading and sinking markets, the deconstructive reshaping of the traditional channel ecology by cross-border e-commerce, as well as the growing demands of the new generation of consumer groups for brand value and a sense of cultural belonging. The synergistic evolution of technological empowerment and cultural empowerment of the soul will become the core driving force in the globalization process of China's beauty industry. Artificial intelligence personalized recommendation system, blockchain traceability mechanism, XR virtual experience technology and other cutting-edge tools are empowering a deeper interactive logic between brands and users. At the same time, with the help of film and TV drama implantation and short video matrix to build a “flexible narrative field” [2], it is expected to realize the non-conflict communication of values. Meanwhile, in the face of strengthening environmental and ethical standards and religious norms in the global market, Chinese brands must simultaneously establish institutional discourse capabilities in sustainable packaging, halal certification, carbon footprint management, etc., so as to enhance their compliance and moral appeal in international competition.

this article is devoted to an analysis of the coverage of the 2024 U.S. presidential election campaign in leading foreign media outlets. The relevance of the study stems from the growing influence of international media on the formation of perceptions about political processes in the United States and their impact on global public opinion. The objective of the paper is to identify the key thematic and tonal characteristics of foreign news discourse on the 2024 elections. The study employed content and frame analysis methods. Publications from 15 leading print and online outlets across three regions (Europe, Asia, Middle East) for the period from January to November 2023 were selected. In total, more than 1,200 materials were analyzed. Each text was assigned codes by theme (economy, foreign policy, social issues, etc.), predominant tone (positive, negative, neutral), and the frames used (confrontation, cooperation, unpredictability). In European media, topics of transatlantic relations and the climate agenda dominated, with the tone of publications being predominantly neutrally critical toward candidate Donald Trump and moderately positive toward Joe Biden. Asian outlets focused on trade issues and policy toward China, often displaying a wary and conflictual tone when describing potential shifts in course under Trump. In Middle Eastern media, primary attention was given to migration policy and international security, with coverage tending to dramatize possible risks. Overall tonality in most regions was characterized as balanced, albeit with noticeable regional and ideological variations.

with the development of the strategic partnership between China and Russia, local and regional cooperation between the two countries is also actively expanding. This work is a review of the scientific works of Chinese and Russian researchers devoted to the study of the image of the Shandong region. The analysis shows that at present, both in China and in Russia, studies of the image of Shandong remain underdeveloped. This is especially true for the study of the complex regional image of Shandong on the example of the Russian official media – there are practically no scientific publications in this area, and such studies require further deepening.

the article is devoted to the analysis of units with logically incompatible components as a kind of figures of the absurd. The article describes the distinctive features of units with logically incompatible components, which include the verbalization of incompatible concepts and the aggravation of categorical and semantic contradictions in the semantic structure. Based on the texts of Russian poetry of the early twentieth century, various approaches to defining the essential features of such units with logically incompatible components as oxymoron, catachresis, litota and hyperbole were considered. Catachresis and oxymoron are considered as stylistic devices built on the principle of alogism, the peculiarity of which is the aggravation of semantic contradictions as a result of combining ontologically incompatible words or words verbalizing antonymic concepts. Hyperbole and litota refer to stylistic techniques based on the principle of improbability, the distinguishing feature of which is the aggravation of semantic contradictions of semantic elements characterizing the quantitative characteristics of the objects of the nomination. The article considered in detail the figures of alogism and figures of improbability, which cannot be attributed to units with logically incompatible components, and there is no semantic contradiction in their semantic structure initially or it is lost due to phraseologization of stylistic techniques. The conclusion of the article says that ELNAS are figures of interpreted absurdity, since in the process of their semantic formation semantic contradictions are leveled after rethinking the meanings of certain words.

images of Muslim peoples in imagological Chekhovianism are rare. The available works on this topic indicate a specific representation of these images in Chekhov's prose, based largely on ethnic stereotypes. The article attempts to explain the lack of full-fledged artistic images among Muslim characters through the prism of Chekhov's concept of creativity, according to which the most important task of every person is to realize his creative potential. In the worldview of the adherents of Islam, the creative, creative principle is inherent in the only true creator – Allah. This fundamental discrepancy between the two worldviews underlies the specific portrayal of Muslims in the writer's work. The results of the research can be used when reading historical, literary and theoretical literary training courses, as well as special courses on Chekhov's work. In addition, the generalizations made by us may be useful for researchers of art studies, cultural theorists and historians, and specialists in the field of aesthetics of Islam.

the article examines specifics of conveying everyday realities when translating A.P. Chekhov’s stories into Arabic. The main classes of everyday realities are identified and their specificity is studied. It is established that when translating such realities, the translator almost always uses the strategy of domestication, which does not allow to preserve the national and cultural specificity of the original Russian text. It is shown that using the techniques of modulation and functional substitution, the translator tries to convey Russian realities using similar and more understandable to the Arab reader images of Arab culture, which impoverishes the translation in national and cultural aspects.

the article presents some results of dialectological study of microtoponymy of territory of Akhty district of the Republic of Dagestan, conditionally area of distribution of Akhty dialect of Lezgin language and its speech, as well as a number of mixed dialects (and speech). The fact that lexical dialects have been identified in the Lezgin toponymy and has predetermined their further study in terms of functioning in the modern state of idiom. The study in this direction found lexical dialects: 1) functionally stable over time and actualizing according to a specific speech situation or context; 2) obsolete words that have fallen out of everyday use and are found in the passive vocabulary of informants or individual representatives of the dialect. The study of regional toponymic lexemes, in particular functionally stable in dialect, has revealed in a number of cases lexical-semantic lacunarity in literary language. Thus, the new factual material introduced in the course of research can be considered as a resource for enriching the Lezgin literary language.

the article is devoted to the study of the formation of a journalist's professional brand, using the activities of Margarita Lyanche as an example—one of the leading figures in ethnocultural journalism in contemporary Russia. The empirical basis includes materials from the specialized internet portal "National Accent", interviews, public speeches, and journalistic projects initiated or curated by Lyanche. Special attention is given to the strategies of professional positioning implemented in niche media. The work relies on content and discourse analysis, as well as biographical and institutional approaches. The theoretical foundations of the concept of "professional brand", the specifics of ethnocultural journalism as a sphere of socially significant media production, and the role of specialized media in shaping media identity are discussed.

this article explores the significance of escort interpreting in the context of intercultural communication and examines its current state in English-speaking countries It identifies the main challenges within escort interpreting and considers the distinctions between terms used to describe this type of interpreting. Special attention is given to defining escort interpreting and outlining its key characteristics. The article also higlights the requirements for the professional training of escort interpreters and points out the absence of legal regulation of their activities in English-speaking countries. It underscores the need to formally recognise escort interpreting as one of the essential tools for ensuring clear and effective communication between representatives of different cultures. Moreover, the article emphasizes the importance of further research in this area and the development of specific standards for training professionals in the field.

today, the public administration system faces a number of challenges, which is reflected in the goals and objectives set by the legislator related to ensuring the accelerated development of the country as a whole and its individual regions. Understanding the level of ambition of all participants in this process and the upcoming scale of activities, it is important to note the importance and role of highly qualified management personnel in solving the issues raised. Based on the results of studying educational and practical literature, scientific sources, as well as based on their own teaching experience, the authors come to the conclusion that the implementation of project-based disciplines is advisable on the basis of an integrated approach that takes into account and reveals the features of not only the discipline itself, but also a specific educational program. Experience has shown that most students do not demonstrate a sufficient level of interest in the discipline, which makes it necessary to find a solution to this problem. One of the solutions may well be the creation of a single course structure for all specialties, but with the condition of its mandatory adaptation (both theoretical and practical parts) to the requirements of the list of competencies within a specific training area. The work presents a number of educational and scientific publications that examine various options for adapting courses that meet project topics to certain training areas. We believe that the presented material may be useful to readers interested in improving both the educational programs and individual courses being implemented and increasing the level of students' competence in project activities.

the presented article he presented article describes the main parameters of physical activity of judoists of the middleweight category at the stage of improving sports skills when planning a one-year cycle of the training process. The determination of objective load parameters for the formation of training plans for judoists of this weight category is a necessary condition for the further development of athletic fitness and the preservation of high potential in the long-term process of sports training. In this regard, considerable attention should be paid to the structure of each annual macrocycle, the allocation of individual phases and stages aimed at the centralized development and improvement of physical qualities. It should also be noted that the features of training in this weight category, which must be taken into account when planning, are the possibility of choosing different methods and means of training, making operational changes to training plans and the high versatility of athletes, ensuring adaptation to new training programs. The conducted research has made it possible to develop sets of exercises, the use of which allows for a more differentiated effect on the level of physical fitness of athletes, ensuring positive dynamics of sports results and allowing a differentiated approach to building an individual approach to each athlete.

the article examines mentoring among young people receiving higher education. The importance of studying the effectiveness of mentoring is currently determined exclusively by negative demographic indicators. The article presents data from surveys conducted among Russian students and, in particular, students of the Siberian State Transport University, and offers recommendations for strengthening traditional family values in young families. A study of ideas about them in the minds of young people will make it possible to adjust youth policy and educational activities in terms of increasing the birth rate.

this article provides a systematic analysis of the strategic turn of the Chinese discipline of Foreign Languages and Literature toward Area Studies. The article first examines the threefold driving forces behind this turn: the demands of national strategy, the discipline's internal development, and the impetus from technological change. It then analyzes the current state of practice in areas such as curriculum restructuring and innovations in research paradigms, while also highlighting existing structural contradictions. The article's core thesis is that the discipline of Foreign Languages and Literature, by leveraging its unique multilingual competencies and profound humanistic methodology of interpretation, is actively enriching the system of knowledge production within Area Studies. This transformation is not merely a passive reaction to crisis but an active choice in a new historical context, aimed at making a crucial contribution to the construction of a sovereign Chinese knowledge system for Area Studies and enhancing the international standing of Chinese discourse.

the article discusses the problem of the lack of methodological materials and resources for the introduction of eco-volunteerism and bioindication in school environmental education after school hours. The current state of environmental education is analyzed, scientific and methodological sources are studied, revealing the principles of organizing extracurricular activities in this area. As a result of the research, the main problems were identified and solutions were proposed, in particular, through the development of new methodological recommendations that ensure the integration of eco-volunteerism and bioindication into educational practice.

as part of the study of the considered issues, the authors reveal the essence of the development of preschool children through choreography. The article identifies the main factors of creating motivation for teaching dance to preschool children in choreographic groups. The article also presents scientific and methodological support, which is a priority factor in the development of the preschool education system, ensuring compliance with modern requirements of the legislation of the Russian Federation "On Education" and contributing to the creation of an integrated educational process. The key elements of this provision are regulatory and legal documents that define the basic parameters of the educational activities of preschool institutions and create universal foundations for the formation of a model provision in the field of preschool education. A well-structured system of scientific and methodological support contributes to the development of a preschool child's personality, ensuring the balanced development of all its aspects - emotional, physical, creative and moral components. An integrated approach to the perception of education as a whole in this context reduces the likelihood of an imbalance between different areas of development, this creates conditions for the formation of a child's versatile abilities and potential. This situation in choreographic groups demonstrates the need for fundamental changes in approaches to the organization of choreography classes, which ideally go beyond traditional musical and rhythmic games, including many elements (for example, the basics of classical, ballroom and folk dance). The main provisions of the work can be used in the educational process of choreographic groups, as well as various institutions of the additional education system.

the article considers the problem of ensuring the emotional well-being of primary school students in the context of additional education. The content of the concept of "psychological and pedagogical support" is defined as a targeted system of measures that promotes harmonization of the emotional sphere of the child's personality. The pedagogical conditions necessary for the effective implementation of this support are identified and theoretically substantiated, including: creating a trusting and safe educational environment, using interactive and reflective teaching methods, emphasizing the development of empathy and emotional self-regulation skills, as well as increasing the psychological and pedagogical competence of the teacher. The results of an experimental study are presented, confirming the effectiveness of the identified set of pedagogical conditions. The study recorded a significant improvement in the psychological climate, an increase in the level of emotional awareness and empathy in primary school students of the experimental group. Conclusions are made about the leading role of the systemic implementation of these pedagogical conditions in ensuring sustainable emotional well-being of children in the additional education system.

in physical education and training, gymnastic exercises occupy one of the main places, as they are key in the preparatory part of the lesson during the warm-up. Gymnastics in general physical training allows you to improve, develop and form human motor skills. Since gymnastics includes a variety of exercises with the help of which it is possible to achieve pedagogical goals and objectives in physical training classes. Law enforcement officers must be prepared for such physical activity, which will involve all physical qualities, since their successful application guarantees quick reactions to situations in which it will be necessary to use self-defense techniques. The exercise is supported taking into account the specifics of the profession. For example, the development of grip strength for working with special tools and weapons, flexibility and balance for overcoming obstacles, quick reaction for conducting arrests. Gymnastics is an important and integral part of general and physical training in educational organizations of the Ministry of Internal Affairs of Russia.

the purpose of the work is to explain sports law as a separate branch in Russian law by analyzing literary sources using general approaches and methods in modern legal theory. The research methods were general scientific methods, which were questioned in some literary sources in relation to the subject and sources of sports law. It is possible to apply the positive experience of other states in the field of sports legislation by applying the comparative legal method. The authors attempted to prove the advisability of creating the Sports Code of the Russian Federation after approving the concepts of subjects, objects of sports legal relations and the content of sports law in general. Thanks to the creation of this Code, sports law will fix itself as an independent branch of Russian legislation, with the help of which there will be accurate ideas about the existence of such a right, these materials can be used in legislative activity. At present, the sources of sports law are increasing, as well as scientific ideas and evidence for the allocation of a separate sports branch of law, which must be improved and structured, systematized, and approved for codification.

the active interaction of Russia and China in the field of culture, art, science and education, which began in the twentieth century, led to an increase in the interest of Chinese students in vocational training programs at Russian universities. Receiving a musical and pedagogical education, Chinese students master theoretical disciplines, including the analysis of musical works. One of the problems for them is understanding the patterns of formation and typology of composite structures. The purpose of the article is to determine the pedagogical conditions for students of the PRC to master the typology of compositional structures in classical music, taking into account the peculiarities of perception of European musical thinking by this category of students and based on a generalization of traditional and modern approaches of Russian teachers-musicians.

the article is devoted to the use of mnemonics techniques in the development of coherent speech in older preschool children. It examines how mnemonic techniques can help improve children's speech skills and develop their ability to express their thoughts coherently and consistently. The author analyzes methods and approaches based on mnemonics that contribute to more effective assimilation and reproduction of information by children. Special attention is paid to the practical aspects of applying these techniques in an educational environment. The purpose of the study is to study the effectiveness of using mnemonics techniques in the development of coherent speech in older preschool children. The objectives of the study were to determine the level of development of coherent speech in children before and after using mnemonic techniques, identify the most effective methods and develop recommendations for preschool teachers. The relevance of the study is due to the need to find new approaches to the development of coherent speech in preschoolers, which is an important condition for their successful schooling. The practical application of the research results can help improve the quality of preschool teachers' work on children's speech development. The article will be useful for teachers, psychologists, speech therapists and other professionals working with preschool children, as well as parents interested in developing their children's speech skills.

the purpose of the study is to determine the terminological apparatus of linguodidactics for interlanguage analysis for didactic purposes, taking into account the basic concepts necessary to reveal the features of the functioning of speech interference in the Russian language of foreign students. The article examines the theoretical foundations, analyzes the results and reveals the advantages of the functioning of various concepts and terms for unambiguous understanding when used in scientific research. The article analyzes such concepts as “linguistic and linguodidactic universals”, “interferents”, in the aspect of teaching methods of a foreign language, the main part of the article is devoted to the interpretation of the proposed methods of analysis necessary for applying the scientific approach in the research paradigm. The methods existing in the practice of linguistic and didactic analysis: comparative, comparative, contrastive and confrontational, which are often used synonymously, actually require terminological special consideration in terms of their semantic content. At this stage of the research, a semantic analysis is planned in the use of the proposed terms used in various works. The scientific novelty of the research lies in the introduction into research practice of a new terminological apparatus and a developed classification of terms that allow a comprehensive and in-depth description of linguistic and didactic units and their functions. This is necessary for a clear understanding of the phenomena and processes occurring in the speech consciousness of an individual. The diversity and discrepancies of terminology not only complicates the exchange of experience, but also the development of the field of linguodidactics itself. The novelty of the proposed approach lies in stimulating a dialogue between linguists and methodologists whose research is devoted to interlanguage analysis, who traditionally ambiguously consider the use of terminological apparatus either within the framework of linguistics or within the framework of didactics, without providing unified approaches to disclose existing problems. As a result, conclusions are drawn about the need to introduce the relevant concepts of “interferent” and “contrastive analysis”, considered in the aspect of interlanguage, as well as the possibility of using them to strengthen dialogue between researchers both in Russia and abroad.