Introduction. In the modern era of media development, the social and cultural status of the book is inevitably rethought. The dominant means of transmitting and preserving information in culture as a whole, as well as in the educational system, today are digital devices, which, it would seem, are completely capable of replacing a book. The study aims to problematize the very concept of "book culture", as well as to identify the relevance of book culture in the context of the medial turn of the last third of the XX - beginning of the XXI centuries, in particular in the education system.

Methodology and sources. Methodologically, the work is based on a cultural philosophical analysis of research literature.

Results and discussion. The phenomenon of "book culture" is considered, transforming under the influence of new digital technologies and digital devices. The situation is analyzed when a generation of teachers of book culture and book-like thinking is faced with the need to master digital technologies and learn in a digital environment at a time when the generation of digital native comes to schools and universities, for which digital culture is not a subject of learning, but the natural habitat from birth.

Book culture, like media culture or oral tradition, forms a certain type of perception of the world, sets the logic of thinking, which is especially important in the pedagogical process, when the skills of meaningful thoughtful work with text are formed. With the book, the reader enters into a dialogical relationship, it is individualized, which cannot be said about digital devices that are perceived and used to a greater extent exclusively functionally. Filling the pedagogical process with digital devices and visual information does not still exclude the enormous importance of the teacher's personality, but requires observation and reflection in order to understand the consequences (pluses and minuses) of such mediation.

Conclusion. It can be assumed that the book will remain the main form of knowledge representation and the foundation of the educational process. However, book culture, as an integral and valuable attitude to the world, is inferior to the primacy of media culture, which should entail the adjustment of teaching methods and techniques, as well as the refinement of educational goals.

Introduction. The paper is devoted to the problematization, updating and analysis of the development prospects of modern philosophical anthropology. The author seeks to clearly define the concept, status and position of philosophical anthropology among philosophical disciplines, identifying problems in this area, including those associated with the concept of "death of man".

Methodology and sources. The condition, the complex and ambiguous path of development of philosophical and anthropological knowledge throughout the XX century is examined in detail. For the further productive development of philosophical anthropology, the need for its critical problematization is recognized. Special attention is devoted to the relationship between the philosophical anthropology of Max Scheler and the fundamental ontology of Martin Heidegger.

Results and discussion. Multiple methods of understanding philosophical anthropology and determining its semantic horizon are distinguished, which complicates the meaningful concretization of this discipline in the 20th century. The author of the paper emphasizes that philosophical anthropology, if it wants to be philosophia prima, should not abandon the ontological context, but strive to create a new, personalized oriented ontology, actualizing the person's personal understanding. For this, it is necessary to critically take into account the experience of the Orthodox understanding of personality in Byzantine patristics, Russian religious philosophy, phenomenology, the philosophy of Scheler and Heidegger, and even the works of French philosophers of the second half of the 20th century, primarily M. Foucault, who developed the chain of "death of man", but in his later works he approached a new, productive understanding of man.

Conclusion. Modern philosophical anthropology should critically rethink the history of its development and open up to the urgent problems of modernity, for example, intersubjectivity, the philosophy of communication, and especially visuality, presented in the form of a productive aesthetics of the human image. The author expresses a cautious hope that philosophical anthropology can become a locomotive for the development of all modern philosophy.

Introduction. One of the significant areas of analytical and prognostic research of the digital society and its development trends, experts call generational issues.

Among the factors that caused the actualization of this theme is the phenomenon of a new type of interaction that unites the physical and virtual worlds, it is defined as phygital interaction. The features of a new type of interaction are shown by the example of the Z generation, which already lives in the phygital world and is best adapted to it. The paper analyzes the value orientations and commitments of the new generation, reveals the ideological and communicative characteristics, as well as the behavioral models that this generation brings with it to the world of everyday and business practices of modern society in order to study generational issues in the context of new realities.

Methodology and sources. Methodologically, the work is based on the axiological and cultural-philosophical analysis of generational themes.

Results and discussion. Based on the overview of the main approaches to the definition of the concept of "generation", its essential features and distinctive characteristics presented in the paper, the specific features of the new generation, its worldview and value attitudes are identified, the main trends in its development and functioning are determined.

Conclusion. In the realities of the digital age, the significance of the behavioral culture of a new generation is being actualized, which not only focuses on itself, but also proclaims personal freedom as the main value in real and virtual practices of its being. Therefore, on the one hand, the task of forming the value framework of personality among the representatives of the new generation is objectified, and on the other, the formation and cultivation in the public consciousness of normative and ethical regulations reflecting both traditional values and new values of the new era. On the whole, the formation of a system of value bases for the modern stage of social development ensures ethical behavior at all levels of interaction, and also acts as a stabilizing factor. These issues are not only intergenerational, but also civilizational in nature.

Introduction. Over the past 20 years, the scale and nature of educational migration has changed, its mechanisms have changed, and managerial coordination has improved. The emergence and development of online educational platforms has changed the general picture of educational migration, forcing researchers to return to the analysis of the ontological, theoretical, and methodological foundations of the study of educational migration as international and regional phenomena. Today, there is a need to select theoretical and methodological grounds for explaining the problems that have arisen in Russian science and the educational system in the process of internationalization. The authors solve the problem of analysis and synthesis of such necessary grounds for the subsequent study of educational migration, its forms and consequences, including for Russian society.

Methodology and sources. The theoretical constructions of the world-system approach (I. Wallerstein) are used as a methodological basis. The authors also use the ideas of M. Demeter on the distribution and competition of modern education in the world and the results of research by T. Schott, who studied the links between scientific and educational centers. The authors set the task of integrating the concepts of the world-system approach and the scientific baggage of a number of modern theories (G. Knight, P. Collier) to pose questions and then discuss the current situation in Russia.

Results and discussion. The production of knowledge and national education systems are not autonomous from the general dynamics of the world system, they are integral parts of its functioning. The result of social relations "core-semi-periphery-periphery" is the unevenness in the accumulation of transnational academic capital. M. Demeter outlined four types of modern societies, differing in the possibilities of accumulating transnational academic capital. Scientific and educational migration between the countries of the first three types, as a rule, is temporary and useful in terms of communication of highly qualified specialists. The migration of gifted people from the periphery and semi-periphery to the core often becomes emigration, which leads peripheral societies to losses in human capital and not justifying expenses for education. Strategies to overcome the inequality in the accumulation of academic capital and the negative effects of emigration on education and science are to create a "secondary core" on the basis of a common language, as well as to "seize" the main levers in organizing world science, while developing national production and increasing the labor market.

Based on the results, the authors propose for discussion three questions about the prospects for the development of the current situation in Russia. First, to which of the four types of societies of the world system (according to M. Demeter) should Russian society be classified? Secondly, does Russia have the opportunity to create a "secondary core" or "capture" leading positions in the organization of world science and education? Thirdly, is there a conscious strategy in Russia today for the formation of something similar to the "secondary core"?

Conclusion. The authors argue that the interpretation of the internationalization of education and educational migration based on the world-system approach opens up a number of prospects for further research.

Introduction. The purpose of the paper is to test the hypothesis about the entry into the social interactions of actors of a special kind - devices with artificial intelligence. The author proposes to discuss a hypothesis about the emergence of a new species of a subject of artificial nature. The concept is based on the concepts developed by the author of a technosubject and a new kind of subjectivity. The character of a new type of interaction agent is analyzed, its varieties are revealed.

Methodology and sources. When identifying signs of similarity between human and machine subjectivity, the author proceeds from interpretations of the subject and subjectivity in the works of G. Tononi, M. DeLanda, G. Deleuze, F. Guattari, S. Beskaravayny. The sources are the studies of T. Walsh, R. Brooks, D. Jordan, D. Markoff, R. Jonck, R. Kurzweil, A. Greenfield, K. Kelly, Sh. Turkle. The results of experiments on the construction of the social community of robots at the Kurchatov Institute and the Institute of Robotics at Carnegie Mellon University, the results of sociological studies of the nature of human relationships with robots carried out by Sherry Turkle from Massachusetts Institute of Technology are taken into account.

Results and discussion. It is proved that human interaction with a techno-subject forms a special type of sociality - a hybrid society. The mechanism and features of social interactions in a hybrid type of society are revealed. The specificity of inter-actions arising between a person and various types of techno-subject is revealed. The process of the occurrence and occurrence of human anthropomorphic reactions to the activity of robots is analyzed. There is a transition from copying anthropomorphic features to devices with artificial intelligence to the formation of their subjectivity. The options for constructing human relationships with robots are considered.

Conclusion. The conclusion is drawn that there is a high degree of likelihood of an increase in the future conflict between the two lines of improvement of androids based on the creation of a universal humanoid intelligence: strengthening or replacing a person. An alternative possibility of the third direction is considered: harmonization of relations between participants in a hybrid society.

Introduction. Based on the systemic sociological methodology, the paper discusses the content of the anti-corruption policy in modern Russian society as a systemic education. Despite the complex nature of the measures taken by the authorities to combat corruption, the latter is perceived by public opinion as high. As a result, this antisocial phenomenon, according to Russians, has been included in the rating of the five most acute problems in our country in recent years.

Methodology and sources. Opinion polls, including the authors' own studies, show a systematic damage by corruption in a number of important areas of public life, including law enforcement agencies, government bodies, the medical sector, etc. In the context of the social determinants of corruption examined in this work, an attempt is made to identify key institutional factors of the state anti-corruption policy on the formation of an anti-corruption climate in the context of modern transformations.

Results and discussion. It is noted that in modern Russia it is necessary to form an anticorruption climate with the active use of both Soviet and foreign experience. The study and transfer of modern Chinese experience to our soil deserves special attention. At the same time, the conclusion that the key role in the formation of the anti-corruption climate is played by the approval of the anti-corruption legal climate relevant to the Russian conditions, which provides for the organization of the implementation of the entire set of positive law norms by social entities and legal institutions, including such components of the legal regulation mechanism as legally significant activity and other law enforcement practices.

Conclusion. All this in unity should create real opportunities and conditions that ensure the reproduction and improvement of the anti-corruption climate at all levels of the power hierarchy and spheres of society, including business, as well as the formation of anticorruption behavior of state and municipal employees, the popularization of anticorruption standards of behavior in society and development of the corresponding legal consciousness and legal culture.

Introduction. The paper is devoted to a review of the main issues that digitalization poses for higher education sociologists. Readers are also offered the results of an empirical study aimed at obtaining answers to some of these questions by analyzing the direct experience of students who have completed online courses and express their views on its functional characteristics and performance.

Methodology and sources. As a methodological framework for the study, the authors used a poly-paradigmatic approach, including the provisions of the economy of higher education, the principles and methods of the institutional tradition of the sociology of education, the ideas of theoretical concepts of social representations and communicative action.

Results and discussion. The results of two sociological studies carried out in the form of questionnaires are presented. The target audience of the surveys were first-year undergraduates in technical areas of training who did not have direct experience of smart education at the university, and undergraduate students who took various online courses as part of their educational process.

According to the survey, undergraduates have a clear interest in smart education and are independently looking for open online courses. However, they do not clearly assess some of the advantages of digital technology, for example, the ability to repeat the explanation. Undergraduate students, regardless of the course, direction and form of study, prefer the hybrid format over online courses and traditional classroom instruction. The most important aspects of online learning for students were identified: the clarity and consistency of the presentation of educational material, the usefulness of the course for the specialty, the entertaining course. At the same time, the image side of the presentation of materials by the teacher is of much less interest to them than the developers of the courses.

As a result of the research, the most interesting topics for future discussions about the functional characteristics and effectiveness of smart education, as a new educational paradigm, are the following paradoxes: weak interest (or even lack thereof) of students in the possibility of a digital learning format such as individual and collective feedback, the possibility of organizing forums and conducting group discussions of the issues under study without/with the participation of a teacher; the contradictions between the targets of teachers-developers of online courses and the educational needs of students-users of online courses.

Conclusion. The authors of the paper revealed a generally positive attitude of students to smart education. Most noted that it is more interesting to study online, however, classes based on the traditional form provide more solid and clear knowledge. The most effective and functional version of teaching practices seems to be hybrid courses, which allow combining the advantages of the "classical" and the new digital education paradigms.

Introduction. Based on the concept of space of places, the author identifies and analyzes the sources, structure, dynamics and mechanism of the post-Soviet transformation of urban names of the capital of North Ossetia-Alania-Vladikavkaz. The starting point of the study is the understanding that urban toponymy is a symbolic form of arranging and consolidating social practices in the urban space for the construction of identity and memory. From a functional point of view, the urbanonyms of Vladikavkaz fulfill a political, ideological and sociocultural role for the region, local communities and the titular Ossetian ethnic group.

Methodology and sources. When studying the claimed research topic, the author relied on the approaches recognized in world social science: the concept of places of memory of P. Nora; the theory of social space P. Bourdieu; ideas of J. Terborn about the role of capitals in the arrangement of the symbolic space of places; the concept of anthropology of the place M. Auger. The historical atlases and maps of Vladikavkaz of various periods and works of regional toponymy specialists were analyzed.

Results and discussion. Six key areas of toponymic changes characteristic of the Ossetian capital are distinguished: a) desovetization; b) decolonization is ideological; c) restoration; d) ethnicization ("Ossetization", "Alanization"); e) positive conservation of the intra-Caucasian matrix of urbanonyms; f) reproduction of all-Russian cultural and military symbols of identity.

The redistribution of structural components in the capital city urbanonyms is carried out in favor of anthroponymic, ethnonymic, cultural and military names.

Conclusion. The increase in the number of personalized urbanonyms indicates: 1) the expansion of competition between social groups - carriers of various types of capital for the symbolic appropriation of the metropolitan space; 2) deepening regionalization in toponymic practices; 3) the orientation toward the construction of the Ossetian (Alan) identity and memory. A new symbolic map of Ossetians has been formed, in which their ideas and practices about social affiliation and memory are represented.

Introduction. The World Economic Forum reports that in 2018 only 34 % of managerial positions globally were occupied by women, and the wage gap between male and female employees constitutes 63 % on average with only 67 % of women doing paid jobs. While there are multiple economic, social and cultural reasons why women are not being employed or promoted, the goal of the present study is to look at the linguistic biases hindering women's careers. We will be looking at the previous research devoted language of job advertisements, resumes, job interviews, letters of recommendation and performance reviews in order to uncover the gender-specific language and its possible effect on women's employability and analyzing the language of the public professional recommendations.

Methodology and sources. We looked at the research devoted to the gender-biased language in the workplace in the last ten years which helped us to formulate three hypotheses. Then we tested these hypotheses against the data we collected from 80 public professional profiles of male and female managers. Our goal was to discover quantitative differences in usage of communal and agentic terms in reference to men and women.

Results and discussion. Confirming previous findings we found out that the difference in usage of agentic terms is statistically significant across genders. Men are more often described as "leaders", "mentors", and "achievers" and attributed sense of humor than women. On the other hand, communal terms are equally used for both male and female managers.

Conclusion. The gendered language can be found in all texts related to recruitment and promotion and maybe one of the reasons for the professional gender-gap. Continuous research on the topic and bringing awareness to human resource professionals and career coaches may be helpful in improving inclusion and diversity especially in higher management of the companies and in academia.

Introduction. The paper continues a series of publications on relations linguistics (hereinafter R-linguistics) and is devoted to the analysis of the recognition problem in relation to the approach considered in the series. Recognition directly affects language forms, especially since the model used in the framework of R-linguistics creates significant features in recognition.

Methodology and sources. The research methods consist in the development of the necessary mathematical concepts for linguistics in the field of identification, which uses the verbal approach to previously obtained results on identification in linguistic spaces.

Results and discussion. As a recognition problem in R-linguistics, two tasks are identified: types recognition and signs value recognition. Each of these tasks has a specific dimension, the extension of tuples of parameters, blocking errors in recognition, etc. In addition, the presence of a linguistic model helps to simplify the solution of these problems. In the section the features and ways of solving both problems of recognition are formulated taking into account the stated specifics.

In this section, based on the material of all three parts, the general contours and properties of the linguistic model of the world are described. It also discusses various aspects of recognition associated with linguistic spaces: variables, memory, expansion problems, etc.

Conclusion. In conclusion, the law of creative thinking is formulated, which follows from a linguistic data model.

Introduction. Institutional government discourse can be analyzed in the framework of a dialogical scheme in which actors (politicians and the press) as well as parameters such as time and place play an important role in the formation of genre characteristics. Genre types of institutional discourse are open systems in which the process of stereotyping allows the identification of different forms of belief. The purpose of this paper is to define genre types as a priority format for communicative interaction between its main participants such as politicians and the press.

Methodology and sources. The types of dialogic genres of contemporary American political discourse are analyzed within the framework of a dialogical scheme in which the participants in communication involved in the regulated format of communication in the struggle for power observe all external extralinguistic forms of communication. Despite the rapid development of such an innovative factor as Internet communication, the genre specificity of American political discourse remains quite rigidly structured.

The material for the study was the socalled "frozen" sites of the three last US presidents before D. Trump (B. Clinton, G. Bush, and B. Obama) and the current site of D. Trump, which reflected "genres" The White House. For the analysis, dialogical formats were identified that allow us to identify the correlation of interactive characteristics of the political dialogue Results and discussion. Dialogue genres can be divided into four large classes, taking into account the status and number of interlocutors: 1) any event with the participation of accessible media, where the right to disseminate information is provided to all media (press availability);

2) interviews, where the right to receive and disseminate information provided exclusively to the interviewing organization (interview); 3) an audience meeting with a politician (town hall meeting), a politician communicates with a certain group of people through the media; 4) debates.

Conclusion. The analyzed material allows us to establish that the format of the genre types of dialogical communication is strictly adhered to and that they are resistant to changes, despite the existing dynamic processes taking place in digital communication. In this regard, American political discourse is quite conservative and stable.

Introduction. In the epoch of globalization and intercultural integration the content of the concept "Family" as a sociocultural value is the point of interest. Family is the universal value and one of the essential social institutions. The aim of the research is the linguocultural analysis of a complex concept «Family». Considering rapidly changing world trends the comparative linguosociocultural research of the concept "Family" appears to be highly relevant and important.

Methodology and sources. The study of the present-day mediatexts of different linguistic communities (Russian, Danish and Finnish) is based on linguocultural analysis. The lexical item «family» (Dan. - "familie", Finn. - "perhe") is regarded as a key word. Online media of Russia, Danmark and Finland were chosen as the research resource. For research there were selected articles featuring the lexical item "family" allowing for any possible morphological changes, as well as the relevance of the content of the articles to the considered topics. All in all more than 300 articles from Russian online media "Vedomosti" and "Rossijskaja gazeta", Danish online media "Berlingske" and "Avisen.dk", Finnish online media "Helsingin Sanomat" and "Iltalehti" were analysed.

Results and discussion. The analysis is based on the comparative study of linguistic representation of this concept in the Russian, Danish and Finnish mediatexts. The hypothesis was that the comparative intercultural research of a value-based concept use in different linguocultures may reveal in its linguistic representation not only sociocultural factors of its formation but ethnopsychological as well. Linguocultural analysis of the concept "Family" in the selected mediatexts was held on grammatical (morphosintactic) and lexical-semantic levels. As a result there were defined characteristics of the concept "Family" realisation in Russian and foreign media discourses.

Conclusion. Comparative analysis of semantic realisation of a complex concept "Family" enables to reveal in linguistic features of its representation essential characteristics of the social background peculiar for modern Russian, Danish and Finnish societies.