Introduction. The article is devoted to a comprehensive media-philosophical analysis of the elevator as one of the key but underestimated media of modernity and subsequent eras, revealing social, architectural, and perceptual practices through the prism of vertical movement.

Methodology and sources. The study is based on a synthesis of media archaeology methodology (W. Ernst, F. Kittler, S. Zielinski), actor network theory (B. Latour), and the domestic approach to reading the material form of the urban environment (V. Glazychev). To comprehend the elevator as an infrastructural environment, P. Sloterdijk's metaphorology is developed through the introduction of the operative concept of “channel”. The empirical base consists of historical documents, visual representations, and satirical materials.

Results and discussion. The elevator is considered a socio-technical aggregate, constituted by the “contract of trust” (E. Otis's performance). The evolution of its design from Art Nouveau to High Tech is traced as a materialization of the change in philosophical attitudes towards the essence of technology. The elevator is analyzed as a meta-medium and a node of convergence of infrastructural flows, anticipating the logic of network protocols. Its role in shaping the social imaginary (the metaphor of the “social elevator” by P. Sorokin) and the scenography of everyday life is revealed, as well as its transformation into a cybernetic capsule of sensory programming.

Conclusion. It is established that the elevator is a prototype and a mirror of the digital age, materializing the principles of managed encapsulation, delegation of agency to an algorithm, and affective management. Its philosophy reveals the fundamental contradictions of technological civilization between mobility and control, and privacy and publicity.

Introduction. This article addresses the discursive neglect of alienation theory in contemporary social science and the humanities. The author demonstrates that, despite the shift in scholarly discourse away from understanding alienation, this phenomenon remains characteristic of contemporary consumer society.

Methodology and sources. The author draws on a variety of data from scholarly works by Russian and international authors. Both classical works and contemporary studies are analyzed. The Marxist approach provided a fundamental understanding of alienation. The neo Marxist method allowed us to explicate the various forms of alienation present in contemporary society. Using a philosophical and cultural approach, we examined the problematic of alienation as related to the specific functioning of consumer culture. The philosophical concepts of alienation by K. Marx, G. Marcuse, and E. Fromm, as well as A.V. Buzgalin's theory of the perverse sector, served as the methodological basis. The author analyzed a number of works not yet translated into Russian.

Results and discussion. Alienation is the loss of connection with the most significant elements of existence and the lack of understanding of this loss. Alienation is constituted in our society primarily through advertising, fashion, and propaganda. A person socialized into a consumer society reproduces alienation themselves. Alienation has a special charm. In their key positions, Marxist and post Marxist theories of alienation are quite adequate for describing contemporary consumer society.

Conclusion. Consumer society is characterized by alienation from: 1) the products of one's labor, 2) productive activity (having no control over the means of production and being forced to alienate one's labor force), 3) other people in the context of an atomistic, "fractured" society of individualistic consumers, 4) awareness of real class interests, 5) making (unforced) personal choices, 6) influencing political decisions, 7) high moral ideals and personal conscience, 8) solidarity and collective action, 9) the environment, 10) authentic consumption, 11) genuine creative and developing activity.

Introduction. In the context of rapid technological progress, the discussion of the role of artificial intelligence in education acquires a philosophical and anthropological dimension. Since education is not merely the transmission of knowledge but a process of forming the subject, their values, modes of thinking, and cultural identity, it cannot be reduced to algorithmic procedures. Artificial intelligence, as a product of digital culture and a reflection of its drive toward acceleration and standardization, lacks such anthropological qualities as reflection, freedom, and creative thinking qualities that constitute the essence of human education. Therefore, the issue of AI’s application in teaching is inevitably connected with defining the boundaries of technological intervention in the formation of personality.

Methodology and sources. The methodological framework is based on interdisciplinary systemic and comparative analytical approaches. The study draws on the concepts of Wayne Holmes, who explores the structure of AIED, and Kai Fu Lee, who emphasizes the symbiosis between humans and AI, as well as UNESCO recommendations and the Beijing Consensus concerning the role of the teacher.

Results and discussion. The main barriers include insufficient digital skills, psychological caution, and an underdeveloped regulatory framework. AI is used primarily for routine tasks, and the optimal development model is recognized as the “teacher + AI” format. From the perspective of the philosophy of education, educational activity is not merely the transmission of knowledge it is a space of dialogue, a meeting between master and learner. In this process, the teacher acts not only as a bearer of information but also as a carrier of meaning. Genuine educational influence is possible only in live interpersonal communication. An algorithmic system, with its predetermined answers and decisions, does not possess existential openness.

Conclusion. Summarizing the results, it can be argued that the problem of integrating AI into education is not only technical and organizational but primarily philosophical. It concerns the choice of a model for the future: will education form a unique individual capable of critical thinking and creativity, or will it become a system of algorithmically organized production of competencies? This choice determines not only the quality of professional training but also the cultural character of society.

Introduction. The article explores collective intelligence (CI) in nature, society, and technology, highlighting its essence and criteria by which it can be demarcated from similar phenomena.

Methodology and sources. The system approach is applied, which seeks to consider CI in relation to a specific substrate. Critical and hermeneutic methods are used to analyze its definitions. Complex determination of the particular form of CI by the level of system organization with its contradictions is provided by the dialectical method.

Results and discussion. The technocratic vision of CI reduces it to distributed forms of AI. Their identification is irrelevant as the magistral approach to intelligence considers it a complex phenomenon (although some interpret it as at least vital, while others only as a sociocultural thing). AI is implemented by an ontologically simple substrate, remaining an imitation of a narrow part of intelligence’s capabilities. Artificial «CI» is also a simulacrum of the collective, since the latter makes sense as an integration of individuals, while here they are reduced to network nodes. In nature, the adequacy of articulation depends on the line of development of the living. Swarm intelligence is a collective without intelligence, because synchronous behavior is implemented by generic instinctive programs. The approach that every individual is CI is irrelevant, since it is iteratively divided into compartments, being reduced to the non-living. Full-fledged CI is attributed to humans: only here intellectual activity achieves autonomy from narrow biological specialization and is accompanied by joint mental experience (We consciousness).

Conclusion. Human intelligence is social, because it is focused not so much on adaptation as on purposeful praxis. CI reflects the optimal type of relationship between the generic and the individual in cognitive activity. CI is not a totality or a mechanistic aggregate but an emergent sum that integrates the potential of individuals in the unity of diversity.

Introduction. The article examines the integration of virtue epistemology into the philosophy of medicine and clinical practice and its role in strengthening trust between medicine and society. The topic is linked to the crisis of trust in official medicine and the spread of HIV denialism. Particular attention is given to the epistemological dimension of doctor–patient communication.

Methodology and sources. The study is based on conceptual and comparative analysis. The main sources include works on the philosophy and epistemology of evidence based medicine, together with studies devoted to virtue epistemology. Publications on evidentialism are also considered.

Results and discussion. The article analyzes arguments for and against integrating virtue epistemology into the philosophy of medicine. Supporters of evidence-based medicine prioritize the results of randomized clinical trials, while physicians’ experience is regarded as a less reliable source of knowledge. Anti foundationalists, however, emphasize the limitations of randomized clinical trials and the importance of clinical experience. The article therefore argues for evaluating physicians’ intellectual character through both reliabilist and responsibilist virtue epistemology.

Conclusion. The integration of virtue epistemology into the philosophy of medicine may strengthen trust between society and medicine. Particular attention is paid to experimental philosophy and its ability to reveal views within the medical community concerning desirable and undesirable traits of physicians’ intellectual character. Such an approach broadens the possibilities for the philosophical analysis of contemporary medicine. At the same time, the proposed approach allows philosophical reflection on medical knowledge to be connected more closely with everyday clinical decision making and professional responsibility in practice.

Introduction. In the context of the modern turn from globalism to a multipolar world, traditional models of cultural identity are no longer sufficient to describe hybrid forms of belonging that arise at the intersection of global and local cultural flows. A relevant empirical field for the study of such identities is song discourse, which is a multifunctional communicative event combining verbal, melodic, visual and socio-cultural codes.

Methodology and sources. The methodological basis of the research is the narrative dialogic concept of identity and the concept of the third space of culture by H. Bhabha. The combination of hermeneutical analysis and qualitative discourse analysis made it possible to integrate philosophical and sociolinguistic tools within the framework of the study.

Results and discussion. Based on the empirical material of the translingual song discourse of Belgium (“La Brabançonne”, Jacques Brel, duet of Angèle with Dua Lipa, etc.), the analysis of linguistic and discursive markers of hybrid identity was carried out; these markers were interpreted within the framework of the concept of the third space and the narrative-dialogic approach, and the correlation of the categories cultural identity, hybrid identity, linguistic and cultural hybridity was determined.

Conclusion. It is shown that the linguistic mechanisms of constructing a hybrid cultural identity in song discourse are arranged in a hierarchical system: from the integration of individual lexemes and precedent expressions through the interphrase switching of codes to the formation of hybrid structures that generate a third space of culture. The analysis of these mechanisms allows us to interpret them as material traces of the subject's liminal experience.

Introduction. The article analyzes the transformation of the nature of urban conflict in the context of deep mediatization and the dominance of social networks. It is social networks that redistribute influence among urban conflict actors, creating new opportunities for mobilization and competition for public attention.

Methodology and sources. The empirical basis consists of the Geoinformational Database of Conflicts of the Novosibirsk Agglomeration (N = 127) and a content analysis of 3,070 mentions on social networks VKontakte and Telegram (Popsters service). Based on the data, we assume that competent actors possess information channels, publicity capital, access to a differentiated structure of public information, and control over media resources. In complex conflicts with high material or symbolic stakes, they apply a multichannel strategy.

Results and discussion. The study describes the media infrastructure (VKontakte, Telegram) as a key resource for mobilizing citizens into conflict. The author identifies eight stages of information dissemination in the city's conflict agenda, which can be grouped into three categories according to the principle of source's institutionality. The study highlights vertical (connection with the federal agenda) and horizontal (consolidation of local communities) vectors of conflict escalation in the media. Social networks have transformed the nature of media infrastructure and urban conflict, becoming a mobilization resource. Conditions for conflicts to enter the federal agenda include: high regional ER, the presence of universal social discontent, conflicts related to the all Russian agenda, ethnically marked/ethnic conflicts, and sociocultural conflicts.

Conclusion. A redistribution of power can be observed in the media field of conflict: agents with «weak» positions (bloggers, activists) are «winning back» influence from institutional media. This became possible due to equal access to audience attention, trust, and engagement. The results are applicable to urban conflict management and the development of mechanisms for coordinating interests in the urban environment.

Introduction. In “fluid modernity” (Z. Bauman), tourist travel becomes a channel of symbolic mobility that compensates for the limitations of vertical mobility. Classical theories (P. Sorokin, T. Parsons) viewed mobility as a change in status positions, but the analysis of tourism as a form of mobility shaped by inequality remains fragmentary. The aim is to theoretically substantiate the inclusion of tourism into the system of social mobility.

Methodology and sources. The key requirement is distinguishing social mobility (change in stratification position) from physical mobility (J. Urry). The construct “tourism as a form of social mobility” is introduced with two sub-modes: direct mobility (business tourism as capital accumulation) and compensatory mobility (illusion of status elevation). Theoretical foundations include neo-Weberian theory (C. Tilly), J. Urry's “new mobility” concept, and D. MacCannell's theory of the leisure class.

Results and discussion. Classical sociology defined parameters of inequality (property, power, prestige). P. Sorokin identified a trend of increasing mobility from physical to intellectual labor. Tourism evolved from elite practice (T. Veblen) to a mass phenomenon. Motivation is shaped by three barriers: economic, temporal, and cultural. The compensatory function of tourism is revealed: for groups excluded from upward mobility, travel creates an illusion of status ascent. Ambivalence is noted while symbolically solving the problem of inequality for the individual, tourism reproduces it through the differentiation of ways to escape everyday life.

Conclusion. In a “streaming society”, tourism becomes a new form of social mobility, but its role is ambivalent. Practices are differentiated: elite tourism demonstrates status, mass tourism provides compensation, business tourism serves as real mobility. Research prospects include empirical verification of motivational profiles of tourists from different stratification groups.

Introduction. The current political climate is conducive to strengthening economic relations between Russia and China. Despite close cooperation between companies from the two countries over recent decades, cultural differences continue to exert a significant influence on the effectiveness of interpersonal contacts. Understanding these differences fundamentally determines the outcome of cross-cultural interaction. The author hypothesizes that the definition of ethics, and consequently business ethics, in China and Western countries is not identical. The reasons for this lie in the structure of language and the strong influence of philosophical traditions. This article examines and compares approaches to defining ethics, business ethics, and ethical principles in Western and Chinese cultures.

Methodology and sources. The author analyzes the influence of Confucianism on contemporary business ethics in China, drawing parallels between Confucian ethical principles and virtues. A comparative analysis of ethical principles formulated by Chinese and Western scholars allowed for the identification of cross-cultural differences. A content analysis of interviews with founders of large Chinese firms revealed structural units reflecting Confucian ethics.

Results and discussion . The study established that, despite the common ontological origins of the concept of “ethics” in the European and Chinese traditions, their content diverges fundamentally: the former defines ethics as a system of moral and ethical norms, while the latter describes ethics as one of the five virtues, inextricably linked to the concept of “li” (ritual). In the applied aspect of business ethics, this manifests itself in a difference in approaches: Western prescriptive formulations regulate the actions of the subject, while Chinese business ethics acts as a “code of conduct” focused on respect for the object of communication and reciprocal feedback. Public speeches by contemporary Chinese entrepreneurs provide indirect confirmation of this assertion.

Conclusion. It is impossible to equate the concepts of "ethics" in Chinese and Western cultures. Confucianism, which has played the role of philosophy, political ideology, and religion for centuries, has undergone significant evolution, but has retained its status as a fundamental foundation of Chinese society.

Introduction. The relevance of the study of the mediatization of the public sphere and the contradictions of personalization in it is determined by their impact on social conflicts.

Methodology and sources. Official sources, data from news agencies and mass media, analytical materials from IMEMO RAS, RISI, RIAC, and foreign online publications were used. Content and discourse analysis of the media agenda are applied. Academic research on the mediatization of social conflicts has been taken into account. The analytical potential of the concepts “new wars” and “deep mediatization” is involved. A comparative historical approach and categorical analysis are used.

Results and discussion. The change in conflict conditions in the 21st century is seen as a symptom of the fading of the historical waves of social evolution over the past 400 years. The characteristics of the latest global conflicts are highlighted: the impact on global energy, finance, and the environment; attempts by participants in conflicts to establish control and introduce admission regimes in the areas of universal conditions (oceans, space); the inability of the parties to the conflict to reach agreements; the lack of strategies for resolving old regional conflicts and ending new wars. The mediatization of the conflict is traced on historical examples and the conclusion is substantiated: the state monopoly of political and ideological control of the media is challenged by the oligopoly of digital platforms. Public trust as a pillar of the legality of the authorities is fundamentally violated. The concept of victory in conflicts is blurred, the priority in the media is shifted to the personality of the winner. The concept of modern mediatization is proposed: “a system of global personal communication”. Personalization in the system is considered as a key mechanism for analyzing and controlling the social subject. The contradiction of personalization is revealed: traditional personal or group identification based on recognition and acknowledgment now exists independently of the person himself in an autonomous and anonymous sign-transformed space. In political and corporate leadership, this contradiction is expressed in the fact that media public action requires successful identification from the leader, i.e. the trust of citizens, which begins to be delegated to the platform algorithms of network communication.

Conclusion. The directions of updating conflictology are outlined, dictated by the media logic of presenting the image of victory, i.e. a new global world order.

Introduction. Due to the anthropocentric nature of modern linguistics, precedent phenomena can be examined not only from the perspective of linguacultural studies but also from the perspective of cognitive linguistics. In this article, the author considers the precedent names and analyzes them from a cognitive perspective. The article aims to examine and describe the cognitive potential of precedent names and namedropping as they function in English language horror novels. Namedropping, although within the framework of precedent theory, has been less studied. The analysis of functional potential of the namedropping in a work of fiction, particularly in horror novels, constitutes the novelty of the study, and its relevance lies in the appeal to cognitive linguistic mechanisms to describe one of the precedent phenomena.

Methodology and sources. In studying namedropping and precedent names, the author used the methods of literature analysis, sampling method, stylistic analysis, cognitive analysis, and description of the obtained results.

Results and discussion. The analysis of the cognitive processes involved in their use revealed that precedent names and namedropping are widely used in horror, serving as trope devices and activating mechanisms of conceptual integration/reintegration, cognitive metaphorization, comparison, profiling, and the building of intertextual connections.

Conclusion. Thus, the precedent phenomena and namedropping chosen for consideration represent stylistic devices which interact with the entire structure of the text and possesses high cognitive potential, as they compressed into mini-concepts that require “unpacking” in the reader's mind. They conduct concise peculiarisation of characters or situations, constructing the novel's chronotope, and providing additional information about the mode of expression.

Introduction. This article examines the role of neonotations with personal meaning in the wellness field, using the linguocultural type “zozhnik” as a case study within Russian digital consumer culture. Based on materials from Russian online stores and social media, it is demonstrated that these neologisms do not merely name but actively construct new identities and consumption models, functioning simultaneously as an instrument of marketing targeting and as a ready-made foundation for the construction of digital identity.

Methodology and sources. The methodological framework is grounded in E. S. Kubryakova's theory of word-formation nomination, supplemented by frame analysis using the category-slot model. The materials are drawn from the social network VKontakte and the commercial platforms “Zozhnik” and “VkusVill”, reflecting various features of personal neonotations in the wellness field.

Results and discussion. The research has developed a three-component cognitive model of the “zozhnik” frame, comprising the categories: practitioner and agent, identity and community, and the value category. The analysis reveals that the lexicalization of the neologism leads to the formation of stable conceptual slots within each category, which are actualized differently in network discourse and business discourse. In network discourse, “zozhnik” operates within the opposition of “us” versus “them”, whereas in business discourse, its recategorization occurs through three new referents, thereby facilitating the production of new consumer practices.

Conclusion. The case of the neologism “zozhnik” demonstrates that the lexicalization of anthropocentric nominations in the wellness field represents not merely a linguistic process but also an economic mechanism for the production of consumer reality. The study confirms that language functions as an active economic instrument, and that the process of lexicalization contributes to the commodification of identity and the formation of new models of consumer behavior in the digital age.

Introduction. The article, using the methods of corpus linguistics and discourse analysis, identifies linguistic means that implement emotional speech influence tactics in English language communication practices of a video blogger. The relevance of the article is due to the interest of modern linguistics in the study of language personality in network communication. The scientific novelty of the research lies in the description of language means that serve to maintain mediated dialogue between the addresser and the addressee in the video blog discourse, which is the basis for suggestive communication and formation of emotional parasocial attachment of the audience to the personality of an influencer.

Methodology and sources. The study was carried out in line with communicative analysis of computer mediated discourse. The analysis of the empirical material, which included the texts of 16 English language videos with a total volume of 27,131 words, was conducted using the methods of corpus linguistics and interpretative discourse analysis. The model of the speech interaction structure by A. B. Stenström was used as a basic algorithm of discourse analysis.

Results and discussion. Corpus analysis revealed a high frequency of personal deixis and direct addresses in the communicative practices of an influencer, which indicates a high degree of dialogicity of the discourse in focus. The most frequent cluster in the corpus is the discursive unit you guys, functioning as a means of phatic communication in standard etiquette formulas and as a diffuse-word that fills hesitation pauses. The frequency of direct addresses (friends, guys), polite formulas and imperative sentences creates an impression of real dialogue between a viewer and a video blogger. The communicative tactics of solidarization and intimization aimed at supporting the motivating function of discourse are implemented through personal pronouns and colloquial means of phatic communication. Discourse analysis of concordances conducted to identify the types of communicative acts that influence the course of transactions, as well as their specific intentional focus in a given context, revealed the prevalence of secondary and complementary acts of maintaining contact and positive self presentation.

Conclusion. It is shown that the main communicative strategies of speech influence in the influencer’s discourse include the strategies of positive self presentation, establishing contact, solidarization, and the evaluation strategy. The analysis revealed that emotional speech influence in the video blog discourse is based on its phatic and self presentation functions. The discursive practices of an influencer are characterized by marked communicative demonstrativeness and emotionality.

Introduction. The growing role of English-language education in the global academic space actualizes the study of communication strategies in the genre of admissions interview. The scientific novelty lies in developing a comprehensive matrix of communication strategies corresponding to the stages of the linguocultural script of academic interview with detailed linguistic manifestation and disciplinary specification. The aim is to identify and systematize candidates' communication strategies in English admissions interviews considering their pragmatic functions and cultural conditioning.

Methodology and sources. The methodological framework draws on O.S. Issers' concept of communication strategies, genre analysis by C. Miller and J. Swales, and V.I. Karasik's theory of linguocultural scenarios. The empirical base comprises transcripts of 45 admissions interviews at Oxford and Cambridge universities totaling 70,000 words. Methods include discursive analysis, linguopragmatic analysis, and interpretative analysis.

Results and discussion. Five main communication strategies with elaborate tactical systems were identified: analytical-argumentative (demonstrating critical thinking through logical argumentation and critical analysis), dialogical cooperative (co-constructing knowledge with interviewer through epistemic openness), self-presentational-expressive (showing motivation through personal experience and emotional engagement), clarifying analytical (demonstrating intellectual precision through self-correction and meta-reflection), and focusing-adaptive (managing dialogue direction through thematic positioning). The correspondence between strategies and six stages of the linguocultural script was established: initiating, orienting, testing, summarizing, evaluating, and closing. Disciplinary specificity manifests in the dominance of analytical argumentative strategy in humanities (68 % of occurrences) and dialogical-cooperative in exact sciences (73 %).

Conclusion. The developed matrix of communication strategies extends O.S. Issers' typology for academic discourse, revealing the cultural specificity of the English-language context. The results have practical significance for preparing candidates for academic interviews and improving academic selection procedures in international education.

Introduction. The preterites of Welsh and English are of particular interest to linguists. The Welsh preterite is characterized by the variety of ways of its expression (it is expressed both inflectively and analytically), while the English preterite is characterized by its uniqueness, distinguishing it from other West Germanic languages. Scrutinizing the formation of the simple past tense in these languages, as well as comparing them, can not only shed light on the history of English and Welsh language contacts, but also reveal a different perspective on seemingly mundane grammatical properties of English. Since there is reason to presume that the formation of the periphrastic preterite in Welsh may have structurally influenced the formation of interrogative and negative preterite forms in English, the language of international communication, the theme under discussion is rather topical.

Methodology and sources. The study is carried out on the base of three Welsh grammars, each containing extensive sections on syntax, and one English grammar. Welsh language textbooks were also used, providing the necessary examples. The English examples, in turn, were taken from works of English literature. The study involved comparative and comparative historical methods.

Results and discussion. In Welsh, two methods of forming the preterite coexist inflectional and periphrastic. Periphrastic preterite can be formed using auxiliary verbs gwneud “to do” or ddaru “to happen”. In turn, in English, interrogative and negative forms of the preterite are also formed periphrastically using the verb “to do”. A comparative analysis of the periphrastic forms of the Welsh and English preterites allowed us to presume a possible Welsh influence on the formation of the preterite in English.

Conclusion. Considering the complex history of colonization of the British Isles, as well as the scarcity of information on early Anglo Welsh language contacts, it is difficult to definitively determine the origins of the periphrastic preterite in English. The most likely explanation is that periphrastic constructions developed as a result of creolization of Anglo Saxon language.