Introduction. The paper substantiates the application of aesthetic characteristics to the examination of the image of Russian elders. It is proposed to move away from the traditional understanding of aesthetics only as a philosophy of art and beauty and consider it as a knowledge of the unique expressiveness of the essence of a sensually perceived phenomenon. The position is put forward that the phenomenal image of a person is a consequence of his lifestyle, and the image of the Russian elders, given the special way of their existence, is characterized by its original aesthetics of good-imaged beauty.

Methodology and sources. The author shows the interaction and interconnectedness of the “external” and “internal” in the human image. To do this, we study the substantial proximity of the ancient phenomenon of kalocagathy and the Christian phenomenon of good-imaged, each of which, however, embodies a fundamentally different understanding of man (cosmological-plastic and personality-visual). The author emphasizes the fundamental for Orthodox anthropology and mysticism understanding of light in Hesychasm and the unity of Truth, Love and Beauty. The provision of P. A. Florensky, that the revealed truth is love, and the realized love is beauty. The general methodological basis of the work is a philosophical-anthropological, phenomenological and culturalhermeneutical attitude in the study of the aesthetics of the human image on the example of the beautiful beauty of the Russian elders.

Results and discussion. The phenomenon of elderity is considered in the broad context of Orthodox and especially Russian history and culture, for which it is recognized in the most important archetypal type. Its main components and specific characteristics are considered. Particularly emphasizes the role in its occurrence and development of St. Nile of Sora and St. Paisiya Velichkovsky. The image of the Russian elder is regarded as an authentic embodiment of the practical implementation of the Orthodox mysticism of love, light and beauty. The special importance of the visual image of a person in Russian culture is emphasized. Based on the material of a wide appeal to the history of Russian senility, especially the XIX–XX centuries, a special type of spiritual asceticism, anthropology and educational communication is revealed. Defined by the experience of constant love, the image of the noble beauty of the elders (such as, for example, Leo, Macarius, Ambrose Optinsky) is recognized in Orthodoxy as a living icon of God, the ability is recognized through its visual perception to transform and improve people, and characteristic evidence is recalled about the effects of aesthetics this beautiful beauty.

Conclusion. At the end of the paper, the author explores the specific nature of the perception of Russian elders, highlighting the visual and aesthetic component of this perception and emphasizing the importance of the beauty of their spiritual and phenomenal well-being as an aesthetic embodiment of love for people.

Introduction. Digital Humanities (DH), formed in the mid-20th century, represent a dynamic direction of social and humanitarian disciplines that use computer technology in research and education. The actuality of the paper is to determine trends in the development of Social Science and Humanities in the digital age: hybridization of Humanities, transformation of subject and research goals, predominance of instrumental interdisciplinary in the methododogy of research. Despite the active growth of institutions, technologies, models and practices of Digital Humanities, researchers do not have a unity of views on this direction. The objectives of the study are to analyze approaches to the definition of the concept, typology and basic characteristics of DH. Scientific novelty is expressed in the proposed typologiy of paradigms, models and practices of this direction. The paper defines theoretical status of DH.

Methodology and sources. The paper uses Philosophical methodology for comparative analysis of the developing models (paradigms), including text analysis, quantitative research, digitization of image collections, Humanities Computer Science, as well as digital socio-humanitarian models and practices, such as Digital Philosophy, Digital History, Digital Social Research, Digital Self-Presentation, “Art and Science”, and others. Taken together, they represent the implementation of DH as the Global Network Project realization. The research is carried out on the material of Russian and foreign textbooks on Digital Humanities, scientific publications, and websites.

Results and discussion. The paper presents an analysis of the DH development stages, provides justification for the concept and its main aspects. Analysis of approaches to the definition of DH reveals the main trends: a) DH represent a new interdisciplinary research direction that use information technology in traditional humanitarian fields to achieve meaningful goals; b) DH represent the ways of modeling and producing innovations. Their essential characteristics are: methodological and instrumental interdisciplinary and commercialization of innovations, transformation of the criteria of science (objectivity of knowledge, loss of disciplinary boundaries. The DH research typology criteria are defined according to basic paradigms, subject areas, research goals, and major institutions. An analysis of the main types of digital research is presented. The problem of the ambivalence of digital technologies used in DH is considered as the main risks: a) for the Humanities - “loss of focus” (technologization of language leads to the technologization of the memory of society; b) for a human (as a result of the predominance of the network forms of communication, the highest value for a person - freedom of choice and the meaning of being may be lost); c) for society (transformation of human communications into network forms of sociality).

Conclusion. The expansion of digital technologies use in scientific research, education, culture, in general – and in the Humanities, in particular, is due to the global technological trends of the fourth industrial revolution. According to experts, the definition of “digital” in various areas of Digital Humanities does not express their essence, but characterizes the “computing” technologies used in the Social and Humanitarian knowledge. Accordingly, they do not represent independent scientific disciplines, but are models and practices that use information technology as instruments to solve the objectives of the Humanities and exchange knowledge and methods between scientists, engineers, designers, and students. In general, those changes characterize the process of the new science image development in the network society.

Introduction. Socio-philosophical research of the patterns of conflict being in modern discourse needs to be clarified from the perspective of ontology. The conflict specificity of closed society from an ideological perspective makes it possible to discover the ontological foundations of self-conflict-being. For the purpose of empirical reinforcement of conflict research, the relationship between conflict and ideology needs to be discovered in specific cases. North Korean sociocultural realities are among the most visible forms of closed society in modern discourse and provide wide opportunities for understanding the conflict reality modeled by ideological instruments of influence on mass consciousness.

Methodology and sources. Methodologically, the work is based on philosophical texts on the themes of patterns, modeling, scientific instrumentation, the phenomenology of Husserl and Heidegger.

Results and discussion. The pattern is understood as a systematic repetition of elements in conflict reality that occurs with ontological necessity, regardless of the variable features of being-in-conflict. The integration of patterns into the epistemological grid allows us to achieve a more symmetrical arrangement of elements in the system of philosophical knowledge of the conflict. The author analyzes patterns in space and time taking into account the axiological component in a conflict angle.

Conclusion. The philosophical specificity of the conflict pattern consists in the ontological fixation of the perverted nature of Self and Other in relation to the initial stay in mutual harmony. In this regard, the epistemology of conflict acquires the opportunity to qualitatively update the structure of knowledge about the methods of difference between the existential mechanisms of existence of the Self and the Other. Therefore, characteristic distortions of harmonious moduses of i-in-conflict can be found in the corresponding patterns.

Introduction. The social practice of participativeness, active participation in the transformation of urban space in the interests of residents, is gaining popularity among the urban population. The study of this phenomenon is interest for obvious integration with management decisions. Expanding the practice of implementing social activity of the population and studying the components of participativeness determine the goal of writing the paper-the formation of a theoretical and methodological basis for studying this phenomenon.

Methodology and source. The paper presents a review of classical and modern sociological theories that reveal the potential of empirical study of aspects of the manifestation of participation of urban residents. Among the mentioned by the authors are the theory of social action, social solidarity, phenomenology, social constructivism.

Results and discussion. The problematic nature of living in cities and the penetration of these problems into the daily interaction of citizens forms the origins of solidary participation of citizens-individual and private interests form collective actions-processes. Multiple individual forms of citizens' activity on urban improvement are transformed into participativeness – institutionalized joint activity. Its participants can take differentiated positions in the social structure of the urban community according to the criteria of having a diverse experience of interaction, i.e. exchange, with the urban environment and taking a position in the city management structure, which determines the level of regulated authority to make managerial decisions. The problems of urban life that are common to different categories of citizens and the typification of social activity to solve them order the interaction of participants, organize and “produce” the urban space.

Conclusion. In the process of reasoning, a theoretical model of the formation of participativeness is presented, which allows us to trace the transformation of activity of the urban population into the right to the city and the formation of a favorable urban environment.

Introduction. This paper analyzes how the journalists’ professional identity is changing in the reality of hybrid media system. Understanding of journalists’ professional identity is based upon the conclusion that information environment is building the journalists’ characters today. The mixing of media and digital technologies leads to the hybridization of media in its basis. Journalist’s activities within the present media system lead to contradictory and sometimes odd effects.

Methodology and sources. The comparison and generalization of expert interviews, public opinion polls and official documents and media texts were applied. Content analyses of journalist’s papers and discourse analysis of theoretical studies were also used to study the professional identity of journalists.

Results and discussion. In this paper we try to answer how does the global digital environment affect the conditions, goals and effects of journalist’s professional activities? How the journalist’s professional activity changes? What characteristics of journalist should be included in the professional identity that appears in the hybrid media system? We consider such factors affecting political journalists’ self-identification as recruiting organization and its founders’ proximity to the power structures, pool of experts, party allegiance and journalist’s skills including the level of technological equipment and understanding the modern network principles of the life of information.

Conclusion. Due to the increasing amount of information social uncertainty is rising and it is becoming harder and harder to forecast media impact on the public consciousness. Studies among journalists in Russia, Europe and USA show that professional selfidentification is blurred within personal, professional and virtual roles and results in hybrid identity that sometimes consists of mutually exclusive values. It is possible to suggest that structure changes in professional identity structure will affect the components of professionalism in the future.

Introduction. Diagnostics of social identification strategies in social groups of various types has not lost its relevance for many decades. In modern conditions, the discussion and development of the methodology and methods of applied diagnostics of identification strategies in small and large social groups receives a new direction of development, thanks to the development of the theory and practice of network methods. This is due to the fact that two multidirectional processes are simultaneously developing in a network society: on the one hand, globalization, which integrates the values of people of various social entities, and, on the other hand, differentiation, dividing the society into many social groups –-social networks, striving to preserve their values and differences. Under these conditions, network diagnosis of identification strategies has several advantages.

Methodology and sources. The research methodology for network diagnostics of identification strategies in social groups is formed from a combination of theoretical principles and methodological procedures that combine the advantages of a number of sociological theories: firstly, theories that consider social groups as an object of direct research; secondly, theories, which show the role and importance of identification strategies that influence the success of social identification; thirdly, theories that show the methodological principles and approaches to the formation of technologies for network diagnostics of identification strategies.

Results and discussion. Network diagnostics of identification strategies is built as a set of principles and research technologies aimed at collecting and analyzing information about the goals, means and results of mastering patterns of behavior and imitation by members of social groups. Its object is the social mechanism for determining the direction and use of means of mastering standards, assigning these standards and forming behaviors that integrate and include the individual in social groups, achieving on this basis a unifyingcommon, allowing to correlate, compare and unite with groups - to achieve identity. Network diagnostics, formed on the basis of the study of values, involves the study of identification strategies as a process that can be organized in different ways. In the most general sense, these strategies are formed as conscious or unconscious standards, goals and actions leading to the result – identification. Identification strategies in a social group may differ in direction with identification strategies that are proclaimed by organizations within which, for example, small groups appear. These strategies may also differ in the goals and benchmarks of large social groups.

Conclusion. There are discusses the theoretical foundations of constructing network diagnostics of identification strategies in the paper, also it contents the empirical experience of using such a technique. A modern networked society is formed as countless small groups arising on a common basis. Network identification diagnostics has several advantages of studying the standards of unity, which allows a purposeful and planned study of the success of identification in social groups.

Introduction. The visualization of scientific knowledge dating back more than one century, nevertheless, for each new generation of scientists it turns out to be a topic of acute interest. This is due to constantly changing technical and technological means of presenting scientific data, as well as a change in the communicative space of science itself. Modern scientific life and the activities of scientists are constantly in the zone of acute conflict between preserving the principles of elitism, integrity, exclusivity, and the principles of openness, general accessibility, and massization that are equally necessary for its existence. An analysis of the place and role of visualizing scientific knowledge allows us to discover resources and models for managing this conflict in the field of scientific communication.

Methodology and sources. The culturological approach in describing the stages of scientific illustration development, as well as methods of comparative, typological, contextual analysis became the methodological principles of the research. For writing the work we used sources that allowed us to analyze the history of formation and the current state of scientific illustration, as well as a variety of types of visualization of scientific knowledge. Information sources were the research of Science Art in the context of solving the problems of popularization of scientific knowledge.

Results and discussion. The object of this study is scientific illustration as a visual practice aimed at overcoming the boundaries between science, art and education. The development of scientific illustration includes 4 fundamentally different periods: the use of illustration as a tool for working with information that is difficult for the human eye (primarily in the interests of medicine); with the advent and development of photography, the drift of scientific illustration in the direction of fine art with the increasing importance of the artist (painter), and not the subject of the image; with the complexity of the species diversity of the visual representation of scientific information, the stimulation of the figurative component in the search and presentation of scientific knowledge as a specific task of scientific illustration; scientific illustration as a necessary component of the process of convergence of scientific-cognitive and artistic-visual techniques in scientific communication.

Conclusion. In the 21st century, scientific illustrations are technological products created jointly by scientists, artists, their direct customers and society as a whole. Representing one of the types of visualization of scientific knowledge, scientific illustration performs its own educational and communicative functions. Liberalization of image tools, development of educational comics, information visualization and data visualization, as well as the appearance of SciArt movement – all these factors make the problem of professional selfidentification of scientific illustrators urgent.

Introduction. The present paper aims at revealing and describing the linguistic means of creating the inventor’s image in the English language science popular discourse. The study also describes the use of image creation strategy and solidarity strategy. The relevance of the research is defined, firstly, by unconditional and ever-increasing public interest in scientific knowledge in the era of technological progress. Secondly, regarding the obvious importance of the human factor in the presentation of an invention from the creator’s point of view makes it possible for the mass reader to interpret the science news in various ways and see the modern inventor’s most typical features. Thus, analyzing the specific representation of the invention in popular science media texts the authors offer their own original conception of a modern innovator, which defines the novelty of the study. Special attention is focused on credibility and competitive nature of science popular discourse which are its integrative features.

Methodology and sources. The research is based on the English language sciencepopular media texts – Popular Mechanics, Mit News Education, Science Daily, Interesting Engineering, SciTechDaily. For the selection of technically-focused media texts the continuously sampling method was used. The general methodology of studying image creation strategy and solidarity strategy also includes the method of semantic analysis, the method of semantic-stylistic analysis, elements of communicative-pragmatic analysis and the method of contextual analysis.

Results and discussion. Image creation strategy and solidarity strategy are implemented in science popular discourse mainly on lexical and syntactic levels and imply the use of stylistic devices. Each of the strategies mentioned above matches a certain type of science popularized texts about inventions and discoveries. The first type is about the selfpresentation of the innovator, and has its own linguistic features. The second type includes the description of an invention from the position of scientific community. The significant result of the study is the conclusion about the diverse nature of the inventor’s media image.

Conclusion. The study of the linguistic specific of the inventor’s image allows a deeper understanding of the anthropocentric nature of an invention itself. The last one is inseparable from its creator being the result of scientific activity and professional ambitions, as well as the personal growth condition. The chosen methodology can be applied for further research and to similar studies of the creator and his creation based on texts of different profile.

Introduction. The paper deals with the concepts of a term and terminology as they considered both in classical general theory of terminology and cognitive linguistics. The field of English economic terminology provides extensive material for the terminologists to develop and clarify theoretical guidelines helping to understand the nature of scientific and professional nominations that constitute the aim of presented reseach. The processes of term formation viewed through the cognitive approach are considered in connection with conceptualization and categorization and help to reveal the creative nominative models of marketers as it is seen vital within an antropocentric focus of linguistic studies.

Methodology and sources. A general theory of terminology is based upon the approach in which the nature of concepts, conceptual relations, the relationships between terms and concepts and assigning terms to concepts are of prime importance. But in fact, terminology is closely linked to an activity carried out within the field of knowledge and thus it is inseparable from its social context and its obvious applications. Methods of cognitive analysis applied for the study of terminilogies are supposed to overcome contradictions of the previous century of terminology studies. English marketing terms under consideration were extracted from the professional dictionaries and handbooks. The thematic group chosen as the illustrative example is consumer terminological group.

Results and discussion. Nominative originality of marketing terminology has been revealed within the idea of continually changing specific autonomous and self-sufficient consumer models reflected in micro-systems of terms nominating and verbalizing holistic concepts of the authors. Nomination of the typical individuals (customers) by the terms discussed in the presented paper reflects deep and various psychological characteristics of individuals. As it seems, all these parameters form the foundation of the professional domain of modern markets in accordance with the existing conceptual knowledge, verbalized by terms.

Conclusion. The study is relevant since the research of conceptualization and categorization in the professional fields of knowledge seems to be an understudied area. The more interdisciplinary is the area of professional knowledge, the more integrated are specific features of terminological nomination, and the more sophisticated is the termformation used by the experts.

Introduction. The universal classification of onomatopoeic words was first introduced in 1969 by Stanislav V. Voronin. In the course of the following fifty years it has been tested on the material of typologically different languages both by the author himself and by other researchers. The aim of this article is to provide a full description of the classification (which has never been published in English before) and to examine its key points critically. The bulk of empirical data collected in the recent years calls for yet another update on the classification. There is a logical contradiction between such classes of onomatopoeic words as frequentatives and frequentatives-(quasi)-instants-continuants. They overlap typologically. This and other minor issues are solved in the present paper.

Methodology and sources. The method discussed and applied in the classification is the method of phonosemantic analysis introduced by S. V. Voronin. Empirical data from English and other relevant languages are used for supporting the proposed changes into the classification.

Results and discussion. The critical analysis of the Voronin’s universal classification of the onomatopoeic words revealed the presence of overlapping classes and hyperclasses within it, as well as other minor inconsistencies. The empirical typological data allowed to introduce some minor corrections while retaining the main principles of the classification.

Conclusion. Introduced half a century ago, Stanislav Voronin’s classification of onomatopoeic words still remains a useful tool of typological research. Critical additions and proposed changes do not lessen its impact on studies in linguistic iconicity. The first part of this paper is devoted to the description of the classification and to the discussion of its advantages and limitations. In the second part of the article some possible solutions to the detected problems are suggested.

Introduction. Phonosemantic interference is a phenomenon in imitative word coinage in which the sound shape of a single imitative sign can be conditioned by several categorically different motives of nomination. Several phonosemantic studies have reported this effect; however, a clear definition of the term, the description of the existing models of motive combinations, as well as possible explanations behind this phenomenon have yet to be developed. The objective of this article is to attempt to formulate the definition of this term and to describe the mechanisms of phonosemantic interference using new linguistic material (artificially constructed lexis).

Methodology and sources. The study is conducted within the framework of the phonosemantic approach developed by Stanislav Voronin on the material of artificially constructed words from well-known fictional languages Lapin, Klingon, Elvish, and Navi. Methods of the research include the method of continuous sampling, typological comparison, and the method of phonosemantic analysis.

Results and discussion. Using the material of artificially constructed lexis, the examples of the combination of several motives of nomination for a single sound-imitative sign are demonstrated and the motives of their coinage are studied. The typological comparison of the artificially constructed words against imitative words of natural origin has revealed similar models of multiple motivation both in artificial and natural word coinage, which suggests that multiple nomination is a regular way of primary nomination. The definition of the term phonosemantic interference has been provided.

Conclusion. Multiple motivation reflects the complex nature of the intermodal perception of extralinguistic objects. In the case of phonosemantic interference, the phonetic form of a word is the product of a co-operative action of several senses. The reflection of several denotata in a single sound form increases the variety of primary forms and meanings and helps explicate subtle semantic contrasts. The notion of phonosemantic interference enables analyzing, describing, and understanding the mechanisms of complicated cases of imitative word coinage within the framework of the already well established phonosemantic taxonomy.