Introduction. The article deals with finding environmental patterns for the digital environment – at the moment, digital environments are more likely to bring a person closer to machine and technical requirements. The article poses a question (and a detailed answer is given) about how and under what conditions technology does not absorb a person, but gives her the opportunity to reveal her potential, turning it into existential capital.

Methodology and sources. Methodologically, the work is based on philosophical analytical research and precedents of the digital field, examples of research literature, methods of media philosophy, anarchic epistemology, and topological reflection are applied. In particular, the hypotheses of the digital space as simultaneously communicative and disciplinary (Habermas, Foucault) digital behaviorism by B. Fogg, the economics of forgiveness by D. Graeber, the anthropology of the game by R. Caillois, Internet animals by A. Pscher were analyzed: on their basis, the principles of digital ethology and ecology.

Results and discussion. The task of converting interfaces into ecological and pharmacological environments is the task of organizing by means of interfaces of various types of agencies. They should be organized in such a way that the modes of energy consumption and operation are replaced by modes of energy saving and care. In this case, the interfaces of digital devices could be not a continuation of the technical bureaucracy, but the conditions for comprehending and collecting the experience of the world. The project for this reorganization of funds – from exploitation to pharmacology – was proposed in the article. The article shows that the interface of digital devices can be not only a tool (techne) or a form of vision and cognition of the world (episteme), but also an ecological life-saving environment (pharmacy) for this it is necessary to take into account a number of factors: 1) counter-standardization and counter-personalization of the interface – it must to collide not with oneself, but with another, in all the radicalism of one’s otherness; 2) the ability to move from meaning to presence, and focus not on the consumption of ideological texts as standardized scenarios, but on the creation of contexts of existential interaction; 3) rejection of the agonality of digital consumption (which leads to emotional burnout) in favor of recognizing the uniqueness and incommensurability of experience, and, accordingly, creating conditions for mutual recognition and mutual trust, which are the main capital of a modern person in an era of semantic impenetrability in digital, the growth of suspicion and cynicism.

Conclusion. The interface turns from a disciplinary space into a field of care when it becomes possible by means of the interface to go beyond itself, when it grants the right to postponement, to inattention, to offline, when instead of a tool of intensifying life, it becomes a condition for its deeper living. To do this, one should turn from techniques of drawing attention in the interface to techniques of organizing and interpreting the experience of the world.

Introduction. This work examines the role of silence along the lines of the theoretical considerations suggested by L. Wittgenstein and M. Heidegger. It also focuses on the role of communicative silence in each of the six functions of language in the structural model of communication put forward by Roman Jacobson. Other important types of functions are considered.

Methodology and sources. Firstly, various philosophical and linguistic approaches towards the definition of silence are studied. Non-communicative silence, being outside the language domain, is differentiated from silence as part of communication, which is treated as a zero speech act in its own right. Finally, the paper analyzes the roles of communicative silence in the communicative model developed by Jacobson. Aesthetic function of silence is given special attention to. The poststructuralist view of silence is discussed.

Results and discussion. Silence, acting as a linguistic sign, could convey information in the referential function; it could express emotions and personal experiences while performing the emotive function. As far as the conative function is concerned, silence serves to exert direct pressure on the addressee. Regarding the phatic function, silence acts as a means of establishing or discontinuing communication. Poetic silence focuses on the message for its own sake and manifests itself in repeating elements, such as syntactic pauses of various lengths and in differing contexts. Aesthetic function of silence is studied in a broader sense and involves the implementation of the motif of silence or “quietness” in a work of art. Silence becomes an important tool to study the acoustic, rhythmical potential of prosaic and poetic texts. With regard to silence in the metalinguistic function, it focuses primarily on the code of communication, i. e. on the language and its structure. The view of silence in psychoanalytical practice is also taken into account.

Conclusion. The study of the phenomenon of silence allows to see a different number of functions it performs in situations when the speaker is either in a particular opposition to the speaker; or the situation is associated with a sense of respect, grief, humility. Silence could also accompany a number of emotive states, and perform a major role in prosaic and poetic texts when it stands out against the sounds that the main character hears around him allowing texts to bring out its acoustic properties. Psycho-analytical perspective allows to reveal more functions of silence.

Introduction. The article is devoted to the general theoretical analysis of Dziga Vertov’s cinema as a language of temporal reflection. According to essential hypothesis of this research Vertov’s work expresses the feature of the temporal regime of the culture of Soviet modernity.

Methodology and sources. The author uses the terms “temporal reflection” and “time regime of culture” guided by the A. Assmann’s work “Is Time Out of Joint? On the Rise and Fall of the Modern Time Regime”. The article is rethinking these concepts and point out as a methodological ground for the analysis of non-fiction cinematography.

Results and discussion. As a result of the analysis of both Vertov’s films and texts and theoretical works devoted to the study of his work, it is argued that Vertov’s non-fiction films could be considered as a symbolic language of temporal reflection. Particular attention is paid to Vertov’s both theoretical works and manifestos, and at the technical level – to the cinematographic techniques and means of expression of time. The temporal regime of modernity according to the Assmann includes features such as the turning point of time, the fiction of a new beginning, creative destruction, the emergence of the concept of “historical” and the acceleration of time. The analysis of the film “Man with a Movie Camera” (1929) given in the article demonstrates that Vertov’s work expresses these features. This conclusion is also confirmed by a number of theoretical positions in Vertov’s works, some of which are presented in the article.

Conclusion. Based on the analysis, it is concluded that Vertov’s cinematic experiments are inventing a new language for comprehending time of history and culture. This language functions on account of the mechanical reduction of reality and the synthesis of the resulting images-perceptions based on the principle of ideological and poetic advisability.

Introduction. This article analyzes the specifics of the perception of Italian brands in Russia. The starting point in the paper is the understanding that the evolution of Italian culture and the image of Italy itself has led to the perception of this phenomenon through the prism of both its numerous attributes and Italian brands in particular. Today Italy is associated with national cuisine, culture and historical heritage.

From a sociological perspective, brands are an important resource for the representation of national culture, especially for foreign consumers. To date, however, there has been little research into how this culture is transmitted through brands to society. In particular, little attention has so far been paid to studying the perception of brands and their relationship to the national culture of the country they represent.

The socio-cultural perspective of the study implies an examination of the dynamics of attitudes towards Italian brands, reflecting the variability of society itself.

Methodology and sources. The methodological basis is an interdisciplinary approach to the problem of studying and analyzing brands. The main research method in the work is the Internet survey. Thus, based on the theoretical concepts on the study of brands in sociology, in April 2020 on the platform ”Google Form” the authors conducted an empirical study. The purpose of this research was to conduct an online survey to identify the attitudes of Russian respondents towards Italian brands. The results of the sociological research conducted in the form of a questionnaire survey are presented. The sample type was random with the number of 150 respondents.

Results and discussion. According to the survey results, the main associations associated with the image of Italy are: Italian food, holidays, fashion and historical heritage. At the same time, about one fifth of respondents are not familiar with any of the Italian brands or cannot name them. Among those familiar with Italian brands, 80 % responded that they know Gucci, Fendi, Valentino, Versace, Moschino, Giorgio Armani, Prada, Roberto Cavalli, Dolce & Gabbana, Lamborghini, Maserati and Ferrari.

One of the key findings of the study was the conclusion that brand perception today is not directly related to its country of origin. The brand does not always represent the country, becoming multicultural. The socio-cultural model of consumption is changing, and the understanding of the Italian brand is divorced from the cultural foundation from which it originated.

Conclusion. In general, the authors of the article come to the conclusion that the perception of Italian brands in Russia is conditioned by the specifics of sociocultural development. In the early nineties, when the country had just opened up to Western brands, it was vital for the consumer to purchase products from well-known brands, in particular the «Made in Italy» category, firmly associated with the country of origin. Today, in the context of globalization and multiculturalism, many brands have lost their national identity, and for the consumer the consumer properties of the product come first, and not the brand itself.

Introduction. The ideology and methodology of solving the problem practically posed in modern Russia is discussed: to preserve traditional values in a high-tech modern society. The author substantiates the legitimacy of comparing the current global situation with the situation between the two world wars in the twentieth century and referring to the heuristic potential of the ideas about the essence of technology expressed at that time.

Methodology and sources. An attempt has been made to move from a categorical to a conceptual analysis of the interface between the traditional person and the imperative of technological development. A traditional person is described in a postmodern paradigm that configures several analytical perspectives: the “tradition and modernity” interpretation scheme, an individualizing method, a civilizational approach, a historical perspective, Orthodox anthropology, the concept of organ projection, transhumanism and posthumanism. The works of the 20s – early 30s of the XX century are used as sources for the analysis. “Man and Technology” by O. Spengler, “Man and Machine” by N. Berdyaev, “Organoprojection” by P. Florensky.

Results and discussion. Examples of interpretation of a traditional person are considered, which allow rethinking the linear scheme “from tradition to modernity”. 1. A traditional person belongs to a distinctive culture. Scientific and technological progress is a product of the Western European cultural type. The enslavement to technology is not a cause, but a symptom of its decay due to a lack of perspective and purpose. 2. A traditional person is a person who is changing, continuing the creation of the world and maintaining a connection with eternity. From the reflections of Berdyaev follows the methodological setting: to treat man at the same time as God and as nature. It has a heuristic significance for the analysis of modern technologies. 3. A traditional person is an ancient, classical person who has yet to be restored in its integrity in synergy with technology, not in piece or elite, but in mass incarnations. The ideas of pairing traditional man and technological growth – cultural identity, connection with eternity, synergy of man and technology in organ projection are considered as guidelines for possible scenarios for the development of modern technologies in the interests of man, alternative to trans- and posthuman projects of improvement or pre- overpowering man based on secular eschatology. A critical analysis of proactive experimental and bioconservative approaches to the development of new technologies is given.

Conclusion. A shift in the attention of researchers and practitioners – in education, upbringing, management from traditional methods of social reproduction and personal development to technical improvements of a person – is fixed. Which again makes the question of the normativity of human nature urgent.

Introduction. Orientation of the Russian to innovative way of development requires the provision of the state of human resources – qualified specialists with a certain set of qualities, skills and competencies. Researchers studying the matter, concluded that such a resource is the youth as the most active and creative social and demographic groups. Important components of the innovative potential of young people are the open mindedness, self-interest and involvement in innovative processes.

The author carries out a case study, the aim of which is to study the attitudes and engagement of young people of the Ivanovo region in innovation activities.

Methodology and sources. The methodological basis of this work is the sociological researches conducted by the author. The subject of these studies were representatives of youth of the Ivanovo region in age from 14 to 30 years. During the research, several sub-groups divided the youth group: senior pupils, students and representatives of working youth. Sampling error does not exceed 5 %, for a given level of significance of 95 %.

Results and discussion. The study showed that only half of the youth in the region would like to take part in innovative activities. At the same time over the past 3 years, about 44 % of young people have taken part in some form of innovation activity. Revealed that innovative practices are most common for pupils and students. Young people engaged in professional activities in more than half of the cases had no experience of participation in innovative activities.

Conclusion. The results of the author of sociological studies show varying degrees of readiness of youth to innovative activities. Pupils and students largely than older youth, interested in innovative practices, due to its involvement in these processes through the use of new educational technologies. The interest of working youth is determined by the content of the profession.

Introduction. The article compares the methods of researching political discourse with special attention to linguistic methods, in particular, to discourse analysis and cognitive and rhetorical approaches. These methods are widely used to study political speeches, statements, texts. Increasingly, political discourse is seen as a social phenomenon, not only at the discursive but also on the cognitive and rhetorical levels. The object of this study is methods of analysis of political discourse allowing to study the position of a politician in the discursive sphere and to identify the character of his audience. The subject of the analysis are examples from Joe Biden's political speeches, seen as an instrument of influence, persuasion in the process of speaking to the electorate. The relevance of the work is determined by the need to develop arguments to choose a particular approach to political discourse, especially cognitive and rhetorical, as well as discourse analysis, which allow to reveal veiled meanings of political statements and consider the methods of persuasion of the electorate.

Methodology and data sources. The subject of the analysis are examples of Joe Biden’s political speeches, seen as an instrument of influence, persuasion in the process of speaking to the electorate. To compare approaches the study of political discourse, descriptive and comparative methods are used, the effectiveness of different approaches and methods is illustrated by specific examples of linguistic interpretation of discursive features of publications and speeches, revealing the ambitions of the politician most fully. A method of quantitative counting is also used.

Results and discussion. The use of descriptive and comparative methods makes it possible to compare different approaches to the study of political texts and speeches, to discuss the relationship of heterogeneous methods, to identify the most effective methods of studying discourse. The result of the article was the conclusions about the effectiveness of different approaches to the study of the language of politicians at discursive, cognitive and rhetorical levels. Comparison of methods of research of political discourse distinguishes discourse-analysis among other methods of analysis. The use of discourse analysis to study political discourse reveals the functions of discourse, for example, manipulative, selective and combined functions related to political goals. The use of critical discourse analysis allows you to identify these functions most fully.

Conclusion. The study of political discourse can be carried out at different levels, but the discursive level compared to cognitive and rhetorical levels is the most effective from a linguistic point of view. Discourse analysis allows to explore political discourse at more qualitative different level than rhetorical and other linguistic methods of research. Discourse analysis is presented as a method of researching hidden meanings in politics in this article.

Introduction. This article is devoted to the consideration of American media-political discourse in the context of the migration crisis and is a fragment of a large-scale study of migration, racist, media-political and crisis discourse, as well as the discourse of enmity. The relevance of the study of migration discourse is evident, as migration processes and, in particular, the migration crisis have a significant impact on modern society and raise a number of serious, sometimes unmanageable issues for politicians. The article provides an analysis of discursive strategies typical of migration discourse, including an evaluation information strategy and discrediting tactics, as well as the role of cognitive metaphor in their implementation. Consideration of the actualization of migration discourse strategies at the linguistic-cognitive level, in the context of the theory of conceptual integration, allows us to distinguish various ways of metaphorical understanding of migration and the migration crisis, which constitutes the novelty of this study.

Methodology and data sources. The study was conducted using the American periodicals. Texts were selected by a continuous sampling method. The study was conducted in the context of a critical approach to the analysis of discourse at the linguistic and linguistic-cognitive levels. The linguistic plan of the discourse was considered through the study of communicative strategies and tactics involved in media texts, using methods of discursive analysis, and semantic-stylistic/lexico-semantic analysis at certain stages. The main method of studying the linguistic-cognitive plan of discourse was cognitive-discursive analysis of the conceptual metaphor within the framework of the blending theory.

Results and discussion. In the American migration discourse, a persuasive strategy has become widespread, which is often implemented through the evaluation information strategy. One of the main means of implementing the evaluation information strategy is the mechanism of cognitive metaphor. The conceptual signs identified during the analysis of the metaphor as a natural phenomenon of the water element can be explained by the natural characteristics of water as liquid and correlate with the number of migrants: the heating of water to the boiling point correlates with the critical mass of the number of migrants, the sharp breakthrough of water through the dam is compared to an excessive increase in the number of migrants. Also, the identified conceptual signs are associated with the effect of the surprise of what is happening (an unexpected influx of migrants as a bursting of the dam), a gradual and inconspicuous development of events (undermining the foundations of society and oppressing migrants as a slow destruction of soil by groundwater).

Conclusion. The migration crisis is one of the key social problems of modern American society. The research conducted within the framework of blending theory provides an opportunity to identify specific ways of metaphorizing the migration crisis and to analyze various implications and background knowledge that are actualized as two scenarios of the same metaphor are implemented and displayed in the emergent structure of the blend.

Introduction. The aim of the research was to study didactic, linguistic and socio-cultural approaches in the process of organizing extra-classes activities in a foreign language at a non-linguistic university by the example of the creativity competition dedicated to the International Mother Language Day. The relevance of the work springs from the increasing importance of encouraging respect and tolerance to the language and cultural diversity existing in the world today. The novelty of the research lies in the fact that the effectiveness and urgency of the proposed form of extracurricular work was proven.

Methodology and data sources. The authors have researched the works on ethnopedagogics and the internationalization of the learning process at a university by Kondratyeva T. N., Starodubtseva O. G., Stefanenko T. G and others. From the viewpoint of linguodidactics and sociology of culture, the works submitted by the students for the creative competition “International Mother Language Day” were analyzed. The competition was held at St. Petersburg State Chemical and Pharmaceutical University in February 2021.

Results and discussion. The research has shown the role of the competition in the process of the development of the students’ socio-cultural competencies. The creative works presented for the competition demonstrated the students’ great interest in their native language, the desire to share the wealth and diversity of the national language and culture, and to creatively present the beauty, history and peculiarities of the language. It was asserted that solving the practical tasks of the competition resulted in building up such soft skills as teamwork and presentation skills. The authors plan to organize the creative competition “International Mother Language Day” annually and to attract participants from the other universities of Russia, as well as from the countries of near and far abroad.

Conclusion. It was concluded that presentation of the national language contributed to an increase in motivation of learning a foreign language, and the use of digital technologies and social networks made it possible to show the importance of fostering positive interethnic relations by means that are relevant to the younger generation.

Introduction. The article considers the official and regional Germanic language varieties of Wallonia. As researchers mainly focus on the confrontation of the French and Dutch parts of Belgium when analyzing sociolinguistic processes in the country, studying the linguistic situation in the Wallonia regions where German, Luxembourgish, Ripuarian (Plattdütsch) are widespread might be of great current interest.

Methodology and data sources. The research methodology is based on Russian and foreign approaches towards studying pluricentric and regional languages. Through the example of Plattdütsch the current state of the concept of dialect continuum boundaries was analyzed. A continuous sampling method was used to search for examples showing lexicogrammatical peculiarities of the Germanic language varieties common in Wallonia.

Results and discussion. The article presents the diversity of the Germanic language varieties widespread in Wallonia. The history of the German language in Belgium and its current state have been explored. The correlation of the Limburg language and Ripuarian dialects has been studied. In an attempt of linguistic identification of Plattdütsch, the Germanic language varieties of East Cantons have been reviewed, the role of Low German dialects (Plattdeutsch) in the evolvement of German-speaking regions in Belgium has been analyzed. Lexical and grammar peculiarities of the Luxembourgish language in comparison with German and Limburg have been summarized. The Limburg language is presented as one of the foundations of Plattdütsch.

Conclusion. Whereas the German language is an official language in Wallonia, Luxembourgish and Plattdütsch have the status of regional languages, notably, the latter is often used for political manipulations, which hinders its linguistic identification. By presenting it as a special language, French-oriented politicians aim at downgrading the role of Dutch in East cantons. Limburg is a variety of Dutch both in Belgium and the Netherlands, the Ripuarian language in Germany represent German, however the Wallonia government prefers to point out uniqueness of Plattdütsch.