Introduction. The paper deals with the problem of justification of professional morality. The emphasis is placed on professional and ethical problems of the activity of employees of internal Affairs bodies. The purpose of this paper is to create a version of the justification of the normativity of professional morality (for example, the ethics of an employee of internal Affairs bodies), which combines the traditional sources of normativity and the possibility of metaethical discourse. The need for an updated understanding of normative and professional morals stems from the need for a new methodology for creating a professional and ethical standard for an employee of internal Affairs bodies.

Methodology and sources. The paper offers a methodological justification of the professional morality of a law enforcement officer based on the ideas of K. Korsgaard and J. Thomson, who proposed in their works various options for justifying the normativity of morality. We proceed from the recognition that the professional and ethical standard, as well as its justification, is not the final version of our understanding of professional morality. Our approach to understanding them is based on the Tulmin’s principle of intellectual initiative, which allows us to rationally recreate existing constructs.

Results and discussion. The translation of professional and ethical issues into the discourse of metaethics creates the prerequisites for gaining the credibility of the requirements of professional morality. Normative ethics as the basis of professional morality is in good agreement with the metaethical response to the problem of normativity, referred to as ‘‘voluntarism‘‘. However, the latter adds little to the reflexivity of our beliefs. The position called ‘‘call for autonomy‘‘ is much more convincing. It is based on the Kantian proposition that moral demands take on reality in the individual's own will. It is the main source of normativity. An important step that gives integrity to the normativity of professional morality is to overcome the absolutism of ethical statements. This is the analysis of normative judgments, taking into account their reference to the context of a particular field of activity.

Conclusion. The convergence of the discourses of normative ethics and metaethics allows us to develop a justification of normativity, in which the formal description of the requirements of professional morality is combined with the internal ability of the individual to correlate his own actions and decisions with professional and ethical priorities.

Introduction. The modern educational space are transformed under the influence of many factors in the conditions of approaching V techno-economic paradigm. The determining factors are technological breakthroughs that qualitatively change not only educational practices, but also the nature of the educational space. The globalization of the educational services market, the growing economic inequality and the inequality of opportunities in different regions force large numbers of people to migrate in search of optimal educational conditions. In turn, the educational migration is increasingly turning into an economic mechanism for generating profit and it is becoming a kind of indicator of the regional educational systems’ competitiveness. The study of these processes is relevant today. The authors analyze the current trends and peculiarities of education migration in Russia.

Methodology and sources. The methodological basis of the work is the interdisciplinary approach. The range of attitudes has already been set forth within the framework of sociocultural and activity approaches (N. Yu. Harari, J. Knight), the economic layer of considering problems related to theory migration processes (E. G. Ravenstein, E. Lee, M. Piore, I. Wallerstein and others), studies of Russian economists, political scientists and sociologists (A. N. Dzhurinsky, I. V. Ivakhnyuk, etc.).

Results and discussion. The history of the national academic capital formation shows that today internationalization is a leading trend in its development along with the economic, technological and intellectual components. This means that educational migration as part of the internationalization process is becoming an indicator of the regional educational systems’ competitiveness. The general trend can be traced quite clearly: the higher quality of the educational services is provided and the ecosystem of the educational space is more comfortable, then the vector of migration is more relevant to this region. This tendency has just begun to be studied in Russia. But it is quite obvious today that the regional Russian educational space is clearly ‘‘skewed’‘, and the state educational policy carried out is not always contributing to its leveling.

Conclusion. There is a necessity for the realization of the positive potential of educational migration and the overcoming of its negative consequences: multivariate analysis of the processes of educational migration, not only at the level of individual universities and regions, but on all-Russian scale; the formation of such an education ecosystem in the regions, which would reduce the gap between the ‘‘Centre and the regions’‘ and as well as between ‘‘universities leaders’‘ and ‘‘universities of more lightweight category’‘.

Introduction. This article aims at analyzing the prose of Jerome D. Salinger ("Nine Stories" and "The Catcher in the Rye"). The main innovative element of this research is to study the prose by Salinger as an example of post-avant-garde American prose with the application of the philosophical concepts introduced by the French post-structuralist Gilles Deleuze. The benefit and importance of such research are determined by the fact that the prose developed by Salinger (especially in "Nine Stories") is characterized by a new type of narrative developed after the Second World War, similar to certain patterns observed not only in literature, but also in music and art.

Methodology and sources. The research method used is coined as structural-semantic analysis. Methodology also implies the use of the main principles of the metaphysics developed by Gilles Deleuze, which is reflected in his book "Difference and Repetition", and is analyzed in scientific works on the theory of post-avant-garde art and music.

Results and discussion. The fusion of the crystal-like, mirror-isomorphic structure of Salinger's prose ("Nine Stories") and fragments of the real experience rendered in his stories (such as feelings and sensations of the characters) do not even create their own "image", as I. Galinskaya writes, but manifest "a living, echoing shadow of the picture", which allows not only to interpret events, but create a special mood, sensation in the reader. In this sense, the remark of Hassan, a famous theoretician of postmodernism, is very accurate: in postmodern literature the place of "the Father God" (that is the "voice" of the reader) is occupied by the "the Holy Spirit" (that is the "voice" of the narrative beyond the actual wording). The meaning of the story (on a macro-level), as well as the pragmatic meaning of some of the statements and words (on a micro-level) lie somewhere beyond words and concepts, outside the storyline or composition, appears alongside with the predetermined structure, as if against the will of the author. Deliberate simplicity, minimal lexical workload or density, and the absence of obvious cause-effect relationships create a feeling of "trance", which makes the reader address the story again and again in an attempt to find an accurate interpretation.

Conclusion. In one of Salinger's saddest cycle of stories (in this analysis A Perfect Day for Bananafish) about the fate of the post-war generation, the feeling of an otherworldly, different presence arises. A series of repetitions gives a feeling of "difference", allows for understanding how close attention to a situation gives new opportunities for decisions, actions and meanings.

Introduction. The Russian higher education market in the sphere of Public Relations and Advertising is represented in the paper. The basic approach to the market is shaped by the vision on higher education in the frame of service paradigm. The need to analyze and implement professional communication activities while promoting university education organizations is stressed by the authors. A special attention is put to the necessity of professional communication technologies, such as branding, their application to universities, because it influence such institutions managerial efficiency, helps to systemize a share of their voice, and it is already the necessity for the present day society.

Methodology and sources. Theoretical and methodological basis of the paper was composed by scientific works of Russian researchers in the field of university branding, brand-management, including papers on Russian Federation regional universities branding. Empirical study base was designed by materials of regional leading universities, which give higher education in PR and Advertising. Underlying rationale for defining the leadership were the following: number of state-funded student places; 1st year students’ unified national exam results; the dynamics of prospective students in PR and Advertising on tuition payment basis enrollment. Russian regions, the most of enrollees are coming from to Saint Petersburg Electrotechnical University, were also unveiled. The elements of value-based branding platforms of departments responsible for Public Relations and Advertising education in regional leading higher education institutions are also brought in focus.

Results and discussion. Empirical study revealed that PR and Advertising education departments of the universities studied did not fulfill their scientific and methodological potential in practice to the full extent. The education institutions examined in the research mostly communicate their objective quantitative indicators positioning Public Relations and Advertising education rather than core value messages. Thus it does not seem possible to typify these communication components as examples of branding process and brand element of university. It would help to structure the market share and influence positively on university promotion.

Conclusion. Following the results of the study the authors conclude the necessity to apply communication technologies of brand development and brand management for structuring the market share and influencing positively on university promotion. It directly impacts on education institutions managerial efficiency and proves its relevance to modern society.

Introduction. The basic theoretical and methodological approaches to the study of the social well-being of the population of megacities as an integral indicator, as well as current trends in the development of new diagnostic methods are considered. The experience of empirical sociological research is presented, showing methodological algorithms for system fixation and processing of the main indicators-indicators.

Methodology and sources. The analysis of the theoretical and methodological foundations for diagnosing the social well-being of residents of a metropolis as an integral indicator is carried out on the basis of a set of scientific approaches. They combine the characteristics of objective and subjective indicators in a single research procedure that ensure the integrity of the external and internal characteristics of the object of study.

Results and discussion. From the methodological point of view, the diagnosis of social well-being is built as a system analysis of three groups of data. Firstly, the protection of residents of St. Petersburg from social dangers and threats can be measured on the basis of indicators such as environmental threats; harassment due to gender and age; arbitrariness of officials; infringement due to nationality and religious beliefs; arbitrariness of officials; political persecution; poverty; loneliness; crime. Secondly, satisfaction with life is diagnosed by referring to such parameters as attitude to the region of residence; satisfaction with life in general. Thirdly, the degree of social optimism is revealed on the basis of appeal to such parameters as confidence in the future; comparison of the present and past lifestyle; future life forecast.

Conclusion. This paper captures an important point in methodological and methodological unity in approaches. In the research methodology, the integral nature of social well-being involves an appeal to theoretical and conceptual principles that are aimed at exploring such unity. Further, the same trend is continued in integrated methods for the integrated diagnosis of social well-being.

Introduction. The purpose of the paper is to justify the possibility of developing ontology of augmented reality as a special sphere of social space. A comparative analysis of approaches to the interpretation of reality in philosophy and theoretical sociology is carried out. The original provisions of the conceptual model of social reality and social actuality have been formulated. The concepts of actual and virtual social actions are introduced and analyzed.

Methodology and sources. The main provisions of phenomenological sociology are used as the methodological basis of the study: A. Schutz's interpretation of social reality as a fragment of being translated into the world of intersubjective, and P. Berger and T. Luckmann's characterization of the reality of society as a process of its construction in practical activities. The features of augmented reality, revealed in the works of R. Azuma, P. Milgram, A. F. Kishino, H. Papagiannis, A. M. Larsen, S. A. Glazkova, O. N. Kislova and other researchers, are taken into account. Descriptions of the characteristics of augmented reality devices are derived from reports from research center heads: the descriptions of the characteristics of augmented reality devices are derived from reports from the heads of research centers involved in the development and implementation of digital technologies: universities in London, Tokio and Toronto, Hasso-Plattner Institute in Germany, Finnish company Senseg, company Disney Research, company High Fidelity, MIT self-assembly labs, MIT Media Lab Group, San Francisco-based Detour startup, Google and Microsoft etc.

Results and discussion. The environment shaped by augmented reality is much more complex than it is in its immediate perception. It includes four spaces: 1) subject world, 2) the mental world and 3) the hybrid world as a symbiosis of real and imaginary worlds, or 4) symbiosis of real-world fragments – torn in space and time and combined with technology in devices that give the individual's ability to be present when observing their combined existence.

Conclusion. Augmented reality complicates virtual reality, adding to its content in addition to fictional characteristics the content of practical actions. Augmented reality, using the virtual reality resource, becomes reality as the basis of practice. Augmented reality not only “begets” the world, but is in direct practical contact with it, thus becoming a special side of social reality.

Introduction. The actuality of the declared topic is due to the search for a way out of the protracted crisis in Ukrainian society and Russian-Ukrainian relations. The purpose of the paper is a theoretical understanding of the civilizational choice of citizens of Ukraine during the “revolution of dignity”.

Methodology and sources. When studying this topic, the author relies on the civilizational and formational approaches recognized in sociology and other humanities that explain the development of societies and states. In addition, the events of 2014 are interpreted taking into account the theory of revolutions. Herewith, the author addresses both theories developed long before the “revolution of dignity” in Ukraine, as well as contemporary Russian and foreign authors who are exploring this problem. The author focuses on the result of this process, considers the next “colour revolution“ in Ukraine as a stage in determining the civilizational future of Ukraine, as a “civilizational revolution“.

Results and discussion. In the scientific community, the signs of the “classical revolution“ are usually understood by the authors quite clearly, although not without exception. The author provides definitions and interpretations of the category of “revolution”, which are widely used at present to explain the revolutionary social upheavals of the late XX – early XXI century. The general and special in the above interpretations are analyzed to explain the Ukrainian events of 2014. In addition, the provisions of the civilizational approach of the theory of states are extrapolated to the Ukrainian events of 2014 in order to determine their social significance and character.

Conclusion. The concept of “civilizational revolution“ is currently quite vague and ambiguous. It is proposed to interpret the events of 2014 in Ukraine as a “civilizational revolution” in the context of the civilizational approach of the typology of states. Currently, the most acute stage is observed, accompanied by the loss of territory, armed conflict between supporters of the Western development vector and the Russian or Slavic vector.

Introduction. The paper continues a series of publications on linguistics of relations (hereinafter R–linguistics) and is devoted to questions of the formation of a language from a linguistic model of the world. Moreover, the language is considered in its most general form, without taking into account the grammatical component. This allows you to focus on the general problems of language formation. Namely, this allows us to show why language adequately reflects the model of the world and what are the features of the transition from model to language. This new approach to language is relevant in connection with the formation of an understanding of the common core in all natural languages, as well as in connection with the needs for the formation of artificial intelligence subsystems of interaction with humans.

Methodology and sources. Research methods consist in the formulation and proof of theorems about language spaces and their properties. The materials of the paper and the given proofs are based on the previously stated ideas about linguistic spaces and their decompositions into signs.

Results and discussion. The paper shows how, in the most general form, the formation of language structures takes place. Namely, why does language adequately reflect the linguistic model, and what is the difference between linguistic and language spaces? The concepts of an open and closed form of the language are formulated, as well as the law of form. Examples of open and closed forms of the language are shown. It is shown that the formation of the language allows you to compensate for the lack of real signs in the surrounding world while maintaining the prognostic properties of the model.

Conclusion. Any natural language is a reflection of the human world model. Moreover, all natural languages are similar in terms of the principles of forming the core of the language (language space). Language spaces standardize the models of the world by equalizing real and fictional signs of categories. In addition, the transition to language simplifies some of the problems of pattern recognition and opens the way to the logic of natural language.

Introduction. The paper focuses on the linguistic concepts of terminology and a term system, provides the views of linguists on the definition and differentiation of these terms, explains the semantics of the word and the term, as well as the role of the cognitive approach in modern terminology. The scientific work defines a concept and a category, and describes the role of the processes of conceptualization and categorization in English terminology. As more than 90 % of new words appearing in modern languages is vocabulary for special purposes, it is increasingly important to study the ways of their formation. The research is relevant since it provides a deeper understanding of the structure and content of concepts that underlie the formation of language categories, the mechanisms of interaction between cognitive and language structures in the process of forming the terminological meaning.

Methodology and sources. In light of the cognitive approach to understanding the semantics of a word the authors emphasize anthropocentrist thinking, language picture of the world and lexical-semantic variants of the word. The cognitive approach allows us to reveal the causes and mechanisms of dynamic processes in the field of professional nomination, taking into account the changing cognitive and communication needs of people. The research is made using corpora data.

Results and discussion. It has been found out, that cognitive categories are linked to conceptually defined prototypes that are crucial for the formation of categories. The necessary to define the central elements of prototypical categories has been proved, as they make the category logical, understandable and convenient, since all members of the category meet a given list of characteristics. As a result of the research it has been proved that in an investment terminological system a prototype turns out to be the best representative of a category.

Conclusion. It has been concluded that the study of conceptualization and categorization processes is extremely important when analyzing terminological systems in general, and investment terminological system of English, in particular, because it allows to identify the basic concepts underlying the formation of terminological systems. The study of the principles and mechanisms of categorization of language units makes it possible to identify and analyze their prototypical semantics in terms of their common properties with the prototype of the category. This possibility is of paramount importance for research in the field of cognitive linguistics, since it is the prototypical semantics of language units that largely determines their use in a sentence to convey a particular meaning.

Introduction. The purpose of the paper is to prove the semantic integrity of the meanings of polysemous words based on the use of the concepts “semantic network“ and “lexical invariant“. The relevance of this study lies in the lack of sufficient support of semantic integrity of lexemes, since there are contradictory linguistic data in favor of the so-called list theory of word representation in the mental lexicon. We put forward the hypothesis of network structuring of word meanings based on the “lexical invariant“, understood as a set of dominant basic semantic components, which underlie contextual meanings in one of their configurations. We pointed out the characteristic features and advantages of the network model of polysemous words as an open system capable of building an unlimited number of connections. The study is also concerned with the determination of the way the meanings are mapped in the semantic space of the lexicon by means of revealing the content of the semantic structures of the polysemous words.

Methodology and sources. The paper presents an empirical invariant-component method of analyzing a polysemous word “key“.

Results and discussion. The main results of the study indicate that there are numerous interconnected semantic networks of polysemous words in the lexicon. They function as multi-level configurations of meanings, which are cemented by dominant invariant meanings. Invariant meanings are eventually formed as a result of multiple use of all metaphorical meanings clusters, which allow native speakers to effectively navigate in the surrounding language environment.

Conclusion. The results of our study have proved the idea that native speakers do not need detailed information (numerous semantic components) to interpret this or that meaning. The number of components they use in everyday communication is limited but sufficient for general understanding of the words and texts contents. The research results enabled us to draw a conclusion that in order to preserve the semantic integrity of a word structure, the number of meanings must remain within the limits of the invariant semantic components. The invariant lexical components form clusters of integral and differential types that combined in different configurations form a word desired meaning.

Introduction. The paper considers the specifics of filmonyms’ translation in the modern film discourse. The purpose of this paper is the analysis of the translation strategy for filmonyms’ negativisation. Scientific novelty consists in a new, cognitive approach to the analysis of translation activities, carried out at the level of consciousness with the analysis of cognitive concepts behind the translated material. The object of this research is the variety of foreign film industry filmonyms, which had been translated with the introduction of the negative connotation. Actuality of work is determined by the demand for the efficient introduction of the foreign content in its harmonious balance with the home content in the situation of a fierce international competition.

Methodology and sources. Cognitive-discursive approach to the film discourse is used in the paper, being carried out through synchronous comparison of home and foreign variants. The methodology of estimation objectification is applied for the demonstration of the degree of convenience and ease of the resulting translation in the receiving culture. The filmonyms’ translation analysis is based on the transcreational method of reconceptualization, accompanied by the domestication of filmonyms in the home culture. The source for the analysis is found in the tree-year collection of 400 non-equivalently translated filmonyms from the home periodical “Peterburgsky telezritel’ “ of 2017-2020.

Results and discussion. The analysis of negatively coloured filmonyms in home film discourse was based on the cognitive-discursive method, demonstrating meaningful statements behind the source and the translated material. The analysis of the negativity in the filmonyms’ translation has demonstrated, that the best is modified as the worst, the degree of danger is magnified, and fair game is turned into an unfair one, while the examples of amelioration in translation are rare. This is explained by the tendency for the pejorative valuation and results in the general viewers’ distrust for the film industry.

                . The use of the cognitive-discursive methods allowed to define the degree of the evaluative variability of the filmonyms’ translation, as well as the trend for the pejorative evaluation, reflecting the cultural specifics of the receiving culture in its contrast with the positivity of the culture of the original filmonyms. As a result the conclusion was formed, declaring the formation of the interpretational dialect of the film industry, which is lowering the level of the consumer preferences, which consequently leads to the growth of isolation and to the syndrome of the “social exclusion“.