Vol 5, No 11 (2025)

the article analyzes the transformation of the concept of Baba Yaga in modern media discourse against the background of the reinterpretation of the image of the heroine of a Russian fairy tale. Based on the results of a psycholinguistic experiment and the study of media texts, the main meanings of the concept of Baba Yaga are identified. In addition to the psycholinguistic experiment, the research methodology includes semantic and discourse analysis, as well as a review and study of contemporary works in the field of cognitive science. The results of the study suggest a reinterpretation of the concept of Baba Yaga in media discourse.

the purpose of the study is to present the specifics of literary and cultural transfer on the material of Virginia Woolf's essay "A Room of One's Own" in Russian and Armenian translations. In this vein, the mechanism of cultural transfer proposed by comparativist M. Espagne focuses on the transfer of microstructural segments of the literary text, revealing various translation shifts and fractions. Through the lens of analyzed examples, the strategies of "importing" concepts, translation shifts are presented. Moreover, the study reveals the readiness of the target literary culture to perceive / not perceive and adapt ideas and artifacts. The results of the microanalysis allow us to conclude that the process of transferring a literary text depends on various aspects: a comprehensive synthesis of the context, (trans)creativity and the intention of the translators. An important factor is the regional platform of the target culture (British-Russian/Armenian), worldview and literary trends. In general, the occasionally constructed segments in Woolf’s essay are very sensitive to similar structural-semantic transfer, which may cause certain difficulty and affect the target reader reception.

in this article, the author examines the cognitive-pragmatic mechanisms of constructing the "alien" image in sports discourse and their impact on secondary linguistic identity. The purpose of this study is to identify and analyze the cognitive-pragmatic mechanisms of forming the "alien" image in sports discourse and determine their influence on the development of secondary linguistic identity. In writing this article, the author applied the following research methods: discourse analysis, conceptual analysis, pragmatic analysis, and linguacognitive modeling. The main findings of the study demonstrate that the construction of the "other" image in sports discourse is accomplished through a system of "friend/foe" oppositions, metaphorical constructions, and pragmatic strategies. The findings indicate that these mechanisms have a significant impact on the development of the secondary linguistic identity's linguistic consciousness, influencing the perception of foreign cultural sports practices and values.

this paper explores the evolutionary trajectory of the understanding of symbol in Chinese literature and culture in general, tracing how symbol has transformed from a means of Confucian edification (e.g., I Yijin) and moral allegory into an instrument for expressing philosophical depth, personal reflection, and complex human psychology. It traces the transition from traditional, generally accepted symbolic meanings to more subjective and individualized forms of expression, driven by the desire of literary figures for self-expression. It can be said that the changing understanding of symbol reflected the changing cultural and intellectual landscape of China. The paper examines key stages in the development of Chinese symbolism, analyzing examples from different eras and genres, from the creation of the Book of Songs (Shijing) to the end of the 20th century, the moment of the emergence and development of modern Chinese poetry (???), in particular, misty poetry. Over time, the understanding of “symbol” in Chinese literature has undergone changes. The concept has adapted to new realities without losing its specificity. Despite the tendency towards subjectivism, the 20th century symbolists used not only their original symbols, which can be interpreted by analyzing their artistic systems, but also specifically Chinese ones, as well as universal ones for all cultures.

among the most significant monuments of historical prose by Crimean Tatar authors from the period of the Crimean Khanate are “The History of Khan Sahib Geray” by Kaysuni-zade Nidai (16th century), “The History of Khan Islam Geray” by Mehmed Senai (17th century), “Support of News” by Abdulgaffar K?r?mi, and “Seven Planets in the Accounts of the Tatar Rulers” by Seyyid Muhammad Riza (18th century). These works represent key examples of Crimean Tatar prose of the era and are of great scholarly value for the study of the historical and cultural context of the region. They provide detailed insights into the lives of the khans, the daily life of the Crimean Tatars, geopolitical relations with neighboring states, and the role of literature during the Crimean Khanate. Moreover, they include fragments of personal correspondence of the ruling elite, as well as descriptions of battles in which either the authors themselves or the figures to whom their works are dedicated participated. In addition to their historical significance, these texts are important sources for the study of medieval Crimean Tatar poetry. They offer highly valuable, often unique information about a number of Crimean poets from the 15th to the 18th centuries, along with an anthology of examples of their poetic works.

the article examines the influence of word-formation transparency and morphemic density on the complexity of vocabulary in Russian as a foreign language tasks using a Chinese sample. The material was tasks of levels A2-B2 from educational courses and tests; for each unit, the following indicators were calculated: degree of transparency (on a 0-2 scale), morphemic density (number of morphemes per token), derivational depth, frequency, and length. Expert annotation, regression modeling, and error analysis were used. The results show that a decrease in transparency and an increase in morphemic density statistically increase the probability of an incorrect answer and increase the completion time; abstract suffixes -ost', -enie (-ness), and prefixal patterns with polysemy (za-, po-, pere-) are particularly difficult for Chinese students. In contrast, complex words with motivating supports ("samo-", "vodo-") and transparent word-formation nests facilitate acquisition. A complexity prediction scale and methodological solutions are proposed: preliminary formation of morpheme families, visualization of word structure, and adaptive dosing of affixes. The findings are useful for constructing digital and traditional assignments in Russian as a foreign language, as well as for setting up automatic assessment of the lexical difficulty of materials. Indicators for adaptive learning systems in courses are proposed.

the article examines lexical borrowings from the autochthonous languages of the Republic of the Congo and the Democratic Republic of the Congo present in the Ivorian variety of French. The study aims to identify these Congolese borrowings and classify them into thematic groups. Particular attention is paid to the cultural aspects of cross-cultural borrowing, analyzing the adaptation mechanisms of these foreign elements and their role in representing phenomena of Congolese material culture within Ivorian society. The research material is based on works of fiction by Ivorian authors, as well as journalistic texts from popular Ivorian newspapers and news websites. The methodology is based on a comprehensive approach, including continuous sampling, contextual analysis, and linguocultural analysis. The study concludes that lexical borrowings of Congolese origin represent cultural borrowings, primarily used to denote cultural phenomena related to traditional cuisine and art. The findings indicate that these borrowings serve as a distinct marker of intercultural interaction within the Francophone space of Africa and constitute a significant source of enrichment for the Ivorian variety of French.

this article provides an in-depth analysis of the structural features of Chigozie Obioma's novel The Fishermen, focusing on the postmodern narrative architecture through the concepts of rhizome and intertextuality. The study aims to identify how the author utilizes the principles of multiplicity, nonlinearity, and acentricity to construct a Nigerian postcolonial narrative. The objectives include: 1) analyzing the novel's intertextual connections with African mythology, biblical motifs, and classical antiquity; 2) exploring the rhizomatic organization of the text – how narrative points develop and interact; 3) determining how the novel's structural elements reflect the socio-historical and cultural context of post-independence Nigeria, particularly the 1990s. The practical application of the research findings is possible in the teaching of world literature and comparative literature: understanding the mechanisms of rhizome and intertext can enrich literary analysis methods in university courses, help translators and literary critics more accurately interpret culturally complex texts, and contribute to African studies and postcolonial studies by expanding the understanding of how local stories become universal.

the article is devoted to the study of the influence of English-language borrowings on the commonly used composition of Russian, the definition of the place that Anglicans occupy in the commonly used composition of modern Russian, as well as the identification of language mechanisms and communicative functions of lexical units used by native Russian speakers in everyday and professional speech, including including students who will become specialists in the judicial system. In preparation for writing the article, the following tasks were set: to study the history of borrowing in Russian, to consider how borrowing reflects social and cultural changes in Russian society, Analyze the structure of the Russian language and determine the extent to which it is necessary to use English borrowing, whether borrowing is a necessity or an inevitability. The purpose of the research work is to analyze the role of English borrowings in the commonly used composition of the modern Russian. As a result of the study, it was found that English-language borrowings in addition to nominative function also perform social, cultural, expressive and communicative functions, besides – function of innovation, which can attract attention to relevant products or services. Thus, English language borrowings in Russian play an important role in its development and adaptation to modern conditions.

the aim of this study is to understand the image of the heart in the poetry of P.P. Ershov based on an analysis of three poems created by the poet during his Tobolsk period: "Feast of the Heart," "Treasure of the Soul," and "Temple of the Heart." The research's novelty lies in the fact that the evolution of the image of the heart in these poems is examined for the first time in the context of the development of P.P. Ershov's love for S.A. Leshcheva. As a result of the study, the authors conclude that the image of the heart in these texts is central, possessing religious content and expanding its meaning through the images of the soul and the temple. It is also noted that the composition of all three poems is based on opposition, which allows for the individualization of the lyrical subject in each text. The results of the study are of interest to specialists studying the poetry of Russian Romanticism and can also be used in historical and literary disciplines in schools and universities.

since the publication of the first volume of the series of books «Xi Jinping: The Governance of China» in 2014 and the publication of the fourth volume in 2022, various circles in Russia have been actively researching this book. In total, over 100,000 scientific articles have been published, and the scale of the results achieved is rightly considered unprecedented among foreign studies. This article analyzes the research paradigm of the Russian academic community on the series of books «Xi Jinping: The Governance of China», based on data collected and systematized from the Russian Science Citation Index (RSCI) and the CyberLeninka electronic library. At the same time, the level of perception and recognition of political discourse, ideological concepts, Chinese culture, and the image of China contained therein are analyzed and interpreted in order to provide a basis for further study of Xi Jinping's ideas on socialism with Chinese characteristics for a new era. Research on the series of books «Xi Jinping: The Governance of China» in Russia is unparalleled in scale. Despite the fact that there have been some inaccurate or erroneous interpretations in the process, we have every reason to believe that interdisciplinary study will deepen in the future and that the active perception of Chinese wisdom will continue. This will allow for a comprehensive understanding of Russia's complete vision and interpretation of Chinese philosophy of state governance.

this article examines the image of the child in the works of contemporary writers and explores the evolution of the concept of childhood through an analysis of T.Sh. Kryukova's works. A framework for analyzing the image of the child in works of fiction is established. It is concluded that the image of the child in contemporary literature acts as a reflection of reality, and this image becomes an important element in understanding human nature. The relevance of this article lies in the fact that the image of the child in works plays a key role. If the image is developed with due consideration for all requirements, the work will be more accessible and understandable to the reader. Object of the study: the image of the child in the works of contemporary writers. Objective of the study: to study the image of the child in the works of contemporary writers. Scientific novelty: the image of the child in the works of T.Sh. Kryukova. This article utilizes methods of literary analysis, a comparative method, and elements of psychological and pedagogical analysis.

the article examines two leading motifs in the novel by the Arab writer and Nobel Prize laureate in literature Naguib Mahfouz, “The Celebration of the Sublime.” The work belongs to the mature period of the author’s career (published in Cairo in 1981; translated into Russian by V.N. Zarytovskaya in 2008). The novel “The Celebration of the Sublime” is a parable that combines philosophical depth, social sharpness, and rich imagery. Despite Mahfouz’s recognition as an outstanding writer, this novel remains insufficiently studied, especially in Russian literary scholarship. The article attempts to fill this gap by analyzing the motifs of home and theater in the novel. All characters – those permanently or temporarily living in, or occasionally visiting, the “old” house – are connected to the theater as their second home. The boundary between these worlds is fragile and easily crossed. The attitude toward home and theater helps to understand the essence of the problems raised in the novel. The motifs and symbols of home and theater become tragic symbols of insoluble contradictions, the collapse of family order, trials, and losses that force the protagonist into eternal wandering in search of himself and his “nest.” The insufficient exploration of the symbolic level of the novel and its philosophical potential determines the relevance of this study.

in the context of globalization, the phenomenon of multilingualism is becoming increasingly important as a factor of integration and interaction between different ethnic and social groups. Multilingualism promotes cultural exchange and mutual understanding, but at the same time it can become a source of conflict and social tension. The problem of the balance between dominant and minority languages remains relevant for modern multinational states, which determines the need to study the impact of globalization and migration processes on linguistic diversity. The study is based on an analysis of data on the language policy of various countries and examples of legislative initiatives reflecting the problems of the dominance of one language. Methods of comparative analysis of historical and socio-cultural precedents, as well as quantitative and qualitative approaches are applied to assess the influence of linguistic factors on intercultural communication and social stability. It has been revealed that multilingualism simultaneously acts as a mechanism of social integration and a factor capable of provoking conflicts. The predominance of one language in multiethnic societies leads to the infringement of linguistic rights of minorities and the intensification of interethnic contradictions. Examples from the history of the United States, Europe, and Russia show that an unbalanced language policy can lead to discrimination and cultural assimilation. At the same time, the development of multilingual educational programs, translation technologies and digital communications contributes to strengthening mutual understanding and preserving cultural diversity. Modern forms of state and personal multilingualism (on the example of Switzerland, Canada, India and the Russian Federation) demonstrate the possibilities of harmonious coexistence of languages under the condition of legal equality. Multilingualism is a key element of social dynamics, influencing the development of intercultural relations and the sustainability of society. To prevent language conflicts and preserve cultural heritage, a comprehensive language policy is needed to ensure the equality of all linguistic communities. Effective management of multilingualism is possible only if its integration potential and the priority of cultural dialogue over linguistic dominance are recognized.

this study focuses on the intentionality of journalistic texts, or media discourse. The aim of the study was to examine the intentionality of German media on the example of Der Spiegel magazine reports and articles about former (at the time of writing) US President Donald Trump. The following objectives were pursued: 1) to examine the linguistic means used in the German press in 2024 regarding Donald Trump; 2) to identify the author's communicative goals – to inform or influence readers, to create a certain perception of the politician, or to persuade them; 3) to examine the interaction between authors intentions and reader intentions and to confirm the hypothesis of their synchronicity. The study revealed that the authors' intentions are to convince readers of certain qualities of the politician and are synchronized with perceptions of the audience. In regard to the authors of Der Spiegel, it can be said with a high degree of certainty that the intentionality of their texts corresponds to the views of the magazine’s readers.

this article provides a comprehensive analysis of the effectiveness of using Telegram channels for website promotion, using four case studies: the educational platform "Netology," the online retailer "Lamoda," the business media "VC.ru," and the news agency "RIA Novosti." The study covers the period from October 2024 to April 2025 and evaluates key parameters: the frequency of website mentions, types of content featuring redirects, promotional tools used, and performance metrics (reach, engagement). The results of the study show that the "Lamoda" channel was the most effective due to its optimal posting frequency (3-5 times per week), active use of visual content (UGC, "stories"), and the integration of a service bot. The article systematizes successful promotion strategies and offers practical recommendations for optimizing the use of Telegram channels for various types of websites.

in the modern world, in recent decades, the use of the Internet and social networks has noticeably increased and this phenomenon has become an “integral part” in the everyday life of all people. This use of the Internet and the ever-increasing and progressive rapid development of the Internet itself has become a powerful stimulus in the development and daily life of all people. With the help of the Internet, people began to make acquaintances without any difficulty and perform many vital actions. For example, online purchasing, getting an education, and even working quietly at home using remote network access. However, using the Internet not only promises us positive aspects, but also has a negative impact and impact on our daily lives. Negative impacts include such phenomena as Internet addiction, cyberbulling, social isolation, cybersuicide, cyberracism and similar phenomena. In addition to such phenomena, in the article the author tried to show the negative aspects of the impact of the Internet on the currently existing education system. In our article, the author sets the task of recording and analyzing all psychological and social factors and their impact on the consciousness of students with stable use of the Internet.

this article examines both theoretical and practical aspects of linguistic expertise in humorous content. It analyzes the phenomenon of humor, its verbal characteristics, functions, and classifications. Special attention is directed towards the challenges arising from the identification of indicators of prohibited information within humorous texts, which are influenced by the subjectivity of comedic perception. Methodological approaches to the analysis of such texts are proposed, including the examination of creolized texts (internet memes) and oral discourse (stand-up comedy). The article is illustrated with examples and their linguistic analysis.

the article analyzes a cycle of short stories by the classic of modern Arabic literature, Egyptian writer Mahmud Taymur, devoted to the theme of the origin and exposure of superstitions. Belonging to the older generation of writers, Taymur raised pressing social issues of the 1920s-1930s, including fascination with European values and the neglect of national traditions. His works also reflect his search for new genres and forms, influenced by European literature. These changes manifested in plot construction, character depiction, and stylistic techniques. The article examines Taymur’s stories written in 1925-1926, forming a cycle about superstitions, including “Sheikh Juma,” “Sheikh Seyyid the Simpleton”, “Amm Mitwalli,” “Sheikh Naim, Imam or ‘The Polygamist,’” and “The Sheikh of Security.” While noting the kindness and naivety of ordinary people, the author sharply criticizes the negative aspects of their lives. The stories demonstrate the strengthening of realist tendencies and the emergence of new socially differentiated characters.

this article explores the challenge of translating gender-neutral terms in today's corporate culture. It describes the characteristics of the English language that facilitate its adaptation to inclusive standards and identifies the challenges that arise when translating into Russian due to the rigid grammatical categorization of gender. Specific translation methods and strategies aimed at maintaining gender neutrality are presented, helping to overcome the limitations of the Russian language. The importance of adhering to the principle of inclusivity in corporate communications to increase employer appeal and expand the target audience is emphasized. A number of practical recommendations for translators and text writers ensuring gender neutrality in business are presented. The findings contribute to the development of an effective tool for optimizing international interactions and implementing equality standards in the Russian business community. The article's materials can serve as a guide for creating effective and inclusive job descriptions and marketing campaigns targeted at modern consumers and the global market. Thus, the study not only identifies key challenges of gender-neutral translation but also offers practical solutions for overcoming them, contributing to the development of an inclusive corporate culture.