Introduction. The article is devoted to the philosophical analysis of the development of the instrumental structure of rational activity, taking into account the dynamics of the relationship between person and machine in the context of the intensification of industrial production in the second half of the 20th century and the transformations of subjective interactions in the digital environment. The authors consider rational activity in its specifically human function of a meaningful and transformative attitude to the life world, which is correlated in the social aspect with the instrumental support of productive labor.

Methodology and sources. The study of the structure of activity is carried out within the framework of a systematic approach using the historical-genetic method in the description of the conceptual development of ergonomics, which marked the beginning of an interdisciplinary synthesis in the development of knowledge about the structure of rational activity on the basis of an anthropological attitude in the design of modern technologies. The cognitive perspective of the system approach to the analysis of the structure of rational activity makes it possible to combine in a single concept a wide range of factors that motivate and regulate the individual abilities of a person as a real subject of action in combination with information databases and specific conditions that include them in the cognitive network of cognition and social interactions.

Results and discussion. The interdisciplinary attitudes of engineering psychology, the problem of the subject in the organization of an interactive digital space of rational activity are considered. The characteristics of the machine-centric and anthropocentric paradigms of designing human-machine interactions are presented. The transition to interdisciplinary attitudes of human ecology, taking into account the basic importance of the environment in these interactions, as well as to the attitudes of digital ecology in the design of the sphere of virtual interactions, is highlighted.

Conclusion. The study of cognitive attitudes in the development of ergonomics shows the origins of the interdisciplinary approach to the analysis of the structure of rational activity and its increasing relevance due to the need to conceptualize engineering knowledge, taking into account the sociotechnical, human-dimensional nature of modern innovative projects in all spheres of activity.

Introduction. The problem of analyzing the contemporary artistic space has its own evolution, its genesis is reduced to understanding different kinds of transformations in relation to the traditional art as a form of creative perception of reality based on spiritual values. As a result of the evolution of the creative process, most of the contemporary art practices, especially conceptual ones, «expel» anthropological and aesthetic origins from art. To understand why do such processes occur in the field of low-aesthetic reality, the author analyzes the problem of anthropological and aesthetic transformation of modern art, the main trends and place of a person in the contemporary artistic process.

Methodology and sources. The author uses, first, hermeneutic methodology of analysis of artistic texts and conceptual approaches of authors; secondly, a set of artistic-aesthetic and artistic-historical methods aimed at identifying and generalizing materials, Dedicated to specific works of art; and, thirdly, philosophical-anthropological methodical analysis of the postmodern cultural situation and place of a person.

Results and discussion. As a result of the discussions it was revealed that the characteristics of the current elitist conceptual practices of the postmodern period are: pluralism and offbeat from any canons; frank citation and borrowing; conceptualization of any gestures of the artist; the multiplicity of interpretations; multi-level perception; rejection of imagery; experimenting with new forms; creating the illusion of a «game of reality»; irony, pastiche, black humor and shock value; and finally, the author’s death and the loss of one’s own «I».

Conclusion. In modern culture conceptualism becomes an articularized form of expression of the artistic consciousness of postmodernism. As art moves beyond its boundaries, it completely transforms its ontological foundations, then its anthropological core disappears and the author’s «death» occurs. The products of conceptual creativity are some kind simulacrums of language, style or symbols, which simulate pre-existing human values. Such art neantisates person with traditional values, perverts the meaning of creativity itself, transforms the aesthetic and the anthropological attitudes of the creative process.

Introduction. Over the past twenty years, the terms “thanatopolitics”, “necropolitics”, “necroeconomics”, etc. have been actively used in socio-political discourse. But the definitions of these meanings remain blurred. In the last 4–5 years, they can be found in Russian-language articles, as well as in the public space of blogs and YouTube channels. Often, the use of these terms is associated with biased statements by authors from a nonacademic environment. The purpose of this article is to identify the area of use of the term “thanatopolitics” in the academic literature of recent years.

Methodology and sources. The study was carried out in the logic of the genealogical approach. The main subject of interest is gaps in discourse, when the same or similar terms are filled with new content or receive new interpretations. The analysis of English-language articles in the fields of political philosophy, critical theory, literary studies, gender studies, history and economics was carried out. It is in this linguistic and problematic field that the term has acquired definitions that are relevant today.

Results and discussion. Two approaches can be distinguished in English-language academic literature: 1) thanatopolitics – institutionalized state violence, unethical management technologies that allow the sovereign to convert death on his territory into resources and legitimacy. The authors who adhere to this approach to the problem use the concept of “necropolitics” instead of “thanatopolitics”, but there are exceptions. They rely on the essay of the same name by A. Mbembe and engage in leftist criticism of specific examples of neocolonialism; 2) thanatopolitics – the creation of social connections through the production of knowledge about threats to immanent life. The phenomenon when a community is formed due to the fact that it can disappear at any moment. This approach to the problem of thanatopolitics is typical for researchers of artistic culture and modern digital media.

Conclusion. The authors who use the term “thanatopolitics” and other terms related in their work study the power-death-knowledge dispositif. But its presence in the text cannot be an unambiguous marker of the researcher's position. Sometimes the choice of this term is a marker of critical attacks against specific political decisions of the state. But the authors who study the horizontal social connections generated by knowledge about death also write about “thanatopolitics”.

Introduction. The relevance of the study is determined by the importance of the process of self-organization in older age for maintaining activity, forming belonging, cohesion and community among the elderly. By older people, according to the current legislation of the Russian Federation, the authors mean people aged 55 and older. It clearly shows that opportunities for self-organization at the city level are being created for this group.

Methodology and sources. The authors rely on the results of a survey of leaders of selforganized clubs of the Moscow Longevity Centers (sampling of 203 people, age of respondents from 55 to 88 years, date: January 2024). The purpose of the research is to study the ability of representatives of the older generation to independently organize free time, build new external and internal social connections in an independently organized homogeneous social system of active longevity, based on individual motivation. The research hypothesis is that “Moscow Longevity” is a system based on the self-organization of the elderly.

Results and discussion. An extensive network of government institutions – Centers of Moscow Longevity (CML) – has all the conditions to satisfy the most diverse needs of older people in leisure and recreation. The novelty of the studied approach to self-organization of the elderly lies in the possibility of its interpretation as a way of constructing a new social reality/activity of older people, where state assistance involves abandoning the dependent scenario (“come and take what you can take”), providing opportunities for individual development patterns (“come and create it yourself as you like"). As such a social reality, the features of self-organization of the elderly are considered using the example of the “Moscow Longevity” ecosystem.

Conclusion. The leadership potential of elders, accumulated throughout life, and the willingness to organize their leisure time independently on the basis of the Moscow Longevity Centers are shown, and the specifics of self-organization of the elderly in the active longevity system of Moscow are revealed. There was made an important conclusion about the desire of the respondents to be active, and the effectiveness and interest of seniors in self-organization on the basis of the CML was shown.

Introduction. The purpose of this article is the finding social functions of older Russian citizens in economic, domestic and public domains and also assessment of the expression level of these functions in the Russian Arctic in comparison with the all-Russian situation. The importance of the article's topic is due to the steady trend of aging of the Russian population and the need to rethink the role of older citizens in various spheres of life. The research novelty lies in the systematization of data on the involvement of older Russians in labor, social and domestic and public activities, as well as in the comparison of related allRussian trends with the corresponding processes in the Russian Arctic.

Methodology and sources. The theoretical basis of the study is the papers of foreign and Russian authors specializing in the social aspects of aging, social practices in which the older people are involved, their reintegration into the economy and the public sphere. The empirical content of the article is based on a comparative analysis of state statistics, survey research and the authors' own data, obtained as a result of the in-depth interviews with older Russians, who living in the Russian Arctic territories.

Results and discussion. Employment of the older people shows declining dynamics until –20 both in Russia as a whole and in the Russian Arctic. At the same time, in the Arctic the proportion of working older citizens has remained consistently higher than the Russian average over the past decade. In the social and domestic sphere, the importance of the elderly in caring for children is high - in Russia in recent years about a 1/3 of the older people perform this function. However, in the Russian Arctic, the share of such people, conversely, has decreased and equal less than 1/5. The activities of public associations involve a minimal number of older citizens. The majority of them are members of trade unions, and in the Russian Arctic they constitute more than half of the total number of those involved in public activity.

Conclusion. The implementation degree of social functions of older people has the specific in the Russian Arctic territories, caused by the unfavorable demographic situation, shortage of labor resources and high cost of living. This explains the higher older people employment in the arctic regions compared to Russia on average. Other indicators reflecting the social functions of Russian Arctic' older residents are close in their values to the all-Russian ones.

Introduction. The digital world is reshaping established realities by enabling social entities to manifest in the online world. Within this evolving framework, reputation increasingly detaches from the individual being assessed, influencing both the dynamics of social interactions and the norms that develop through these exchanges. Concurrently, an individual’s virtual identity has gained prominence, often rivaling the importance of their real-world image. As research interest in concepts of image and reputation grows, the tendency to use these terms interchangeably becomes notable. This convergence highlights the need to clarify and differentiate the meanings of these abstractions under examination.

Methodology and sources. This study employs sociological, socio-psychological, linguistic, and interdisciplinary methodologies, drawing on specialized literature, scientific research, and online resources. These sources facilitate an examination of the concepts of image and reputation within the digital society, analyzed through the lens of management sociology.

Results and discussion. The analysis of the concept of “image” reveals its intrinsic connection to visual perception and its role as a purposefully constructed and relatively stable phenomenon, based on stereotypes of mass consciousness. Image, as an artificially created symbolic construct, is directed at a specific audience, aiming to guide the perception of that audience in a predetermined manner. Its function is to distinctly define and differentiate an object, while simultaneously shaping audience expectations. In contrast, reputation is not entirely within the subject’s control and cannot be deliberately crafted. It emerges organically from the exchange of opinions and public discourse, serving primarily as an evaluation based on comparing expectations and the outcomes of interactions with individuals or organizations.

Conclusion. A sociological examination of the concepts of image and reputation has uncovered intersections across multidisciplinary research and highlighted the distinct sociological dimensions of each. An image, in essence, functions as a simulacrum crafted by the subject to position its object as desirable and engaging for the public. In contrast, reputation emerges as a verbalized evaluation shaped through social interaction within a pragmatic context, acting in the digital society as a tool for modulating control. The image functions as an “entry point”, drawing attention from audiences unfamiliar with its subject. Within a culturally and pragmatically relevant context, image and reputation can synergize effectively to advance the agent's interests. However, conflicts between symbols that image conveys, the expectations it constructs, and the experiences informing reputation may undermine the latter.

Introduction. At the beginning of the XXI century, information and communication resources appear, under the influence of which the intensive digitalization of society begins and, as a result, the transformation of most social phenomena: processes, institutions, communities, etc. The purpose of the article is to analyze digital inequality as a type of social inequality based on existing sociological approaches in domestic and foreign science. The main problem lies in the lack of systematization of scientific publications analyzing approaches to defining the concept, mechanism of occurrence and social consequences of digital inequality.

Methodology and sources. The research methodology is based on a sociological and interdisciplinary approaches. The reports of the United Nations, the Okinawa Charter of the Global Information Society, and the World Bank are used as a source base. In the domestic field, the development of a methodology for research on digital inequality was undertaken by O.M. Slepova, T.S. Martynenko, O.N. Vershinskaya, O.V. Volchenko and others. Western discourse is primarily represented by the ideas of the J. Van Dijk, P. DiMaggio, M. Castells, E. Hargitay, D. Garip. The works of Chinese researchers Huang Rongui, Gui Yun, Chen Yongson, Yan Hui, etc. are analyzed.

Results and discussion. There had been revealed a direct dependence between the growth of the level of economic development and the growth of the level of digital inequality. The role of digitalization, which makes cardinal adjustments to the classical criteria for analyzing the social structure of society, was also revealed. It is shown that, in contrast to the growth of digital inequality, social support connections are formed, which involve equalizing relationships to the potentials of the information space.

Conclusion. Digital inequality, as a phenomenon that appeared at the turn of the century, continues to intensify and has a direct impact on the development of new forms of social inequality. New criteria of inequality are being added to the traditional ones, and a new profile of social stratification is being formed.

Introduction. The main objective of this study is to produce a comprehensive description of Yemsa conditional constructions. The existing studies do not describe conditional clauses in Yemsa. This study aims to fill the gap in the description of the internal structure conditional clause of Yemsa.

Methodology and sources. The data were collected through the elicitation technique through informant interviews about the conditional clause in Yemsa. The data were analyzed using a descriptive approach without considering any particular theoretical framework. The data was described and analyzed in light of general definitions and typological classifications of conditional constructions in the linguistic literature.

Results and discussion. Antecedent and consequent clauses are attested. The morphemes occur in different types of conditional clauses. Canonical and non-canonical forms of conditional have been identified. The semantic-based classification of Yemsa conditionals is dealt with in light of Thompson et al.'s typological view. Real, unreal, counterfactual, hypothetical, concessive, and exceptive conditional are discussed. In Yemsa, the protasis of the real conditional clause type differs from the unreal protasis conditional clause type. A subordinate clause (the protasis) states some condition, the truth of which is not asserted, under which another main clause (the apodosis) holds.

Conclusion. The study will provide some syntactic data to researchers in the comparative syntactic description of the Omoto languages about conditional clauses. It will serve as a good resource material for further theoretical studies concerning conditional constructions in general.

Introduction. The article is about identifying structural and pragmatic features of references to belief presented in scientific dialogue that involves the verbal interaction of scientists and develops in a spontaneous way at a scientific forum of any format in order to discuss and solve a scientific problem. The relevance of the analysis is predetermined by a number of factors: the focus of modern pragmatics on the study of various types of statements (including references to belief), the importance of an integrative approach to the analysis of communicative processes and phenomena and the need for a total description of scientific dialogue as a socially and linguistically significant type of communication as well as by the necessity to study similarities and differences between national variants of the same type of communication.

Methodology and sources. The methodological basis of the research is made up of the works by N. A. Alexandrova, E. G. Zadvornaya, L. N. Maslova, E. S. Troyanskaya, L. V. Slavgorodskaya, N. V. Solovyova and others devoted to the study of scientific dialogue. The source of the research material is made up transcripts of Russian and English scientific discussions in various fields of knowledge (from 2000 until now). The analysis is based on the structural, semantic and functional research methods.

Results and discussion. The work reveals the structure of both the dictum and mode parts of references to belief (messages with an elliptical and expanded dictum as well as with an introductory, independent, subordinate and implicit modes), defines the pragmatic and expressive properties of various structural types of statements with the mode of belief (appellative and reflexive messages as well as more expressive and less expressive ones).

Conclusion. The conclusion about the structural diversity of statements with the mode of belief (which indicates the importance of the phenomenon under study) as well as about some differences between Russian and English references to belief has been made.

Introduction. Media is closely related to discourse. Female metaphor in the media is not a simple reflection of the objective world, but a selective and conscious construction of female image in social reality. This study explores the metaphorical construction of Chinese female images in the blessings for women on “Women’s Day” through the media.

Methodology and sources. While some words similar to the meanings of “Women’s Day” were selected as keywords, the researcher searched the Wechat platform for articles with the title including these keywords. Then, a total of 306 female metaphors were manually identified and selected as a corpus. With word frequency statistics of the corpus, this study sorted out the categories of Chinese female metaphors and analyzed female image constructed in the media.

Results and discussion. It was found that the source domains of female metaphors mainly include plant, animal, daily object, fictional character, nature and environment. The female metaphors can be analyzed from the following categories: Woman is a Flower; Woman is Water; Woman is Half the Heaven; Woman is Light; Woman is a Fairy; Woman is a Book; Woman is a Tiger; Woman is a Jewel. Among them, “Woman is a Flower” is the most frequent one and dominates the female metaphors, while the beauty of “flowers” reflects the beauty of women, the blooming of “flowers” reflects the youth of women, and the aroma of “flowers” reflects the charming of women. “Woman is Water”, “Woman is Half of the Heaven”, “Woman is Light” are also frequent female metaphors, constructing the tenderness, high social status, unique charm and outstanding contribution of female. Other female metaphors also play a certain role in the construction of holiness, wisdom, independence, confidence, strength, precious character of female image. These metaphors construct diversified images in terms of the appearance, character, ability and value of women, and most of the women constructed are beautiful and gentle.

Conclusion. It can be seen that the construction of female image in the media becomes diversified on the one hand, on the other hand it still follows the traditional thinking pattern. The paper suggests that gender discourse in the media has been diversified and improved, but still needs to strengthen the construction of equal female image in the harmonious society.

Introduction. Currently, the Russian value picture of the world is changing under the influence of American culture as the leader of globalization. Borrowings in different types of discourse become an expression of these changes, the perception of which is formed in media discourse, playing an important role in understanding these borrowings. The purpose of the study is to investigate the features of the media representation of English borrowings of pedagogical discourse.

Methodology and sources. The basis of the research was the collected thematic corpus of texts of different genres: texts of forums, articles of media educational platforms and media texts themselves with a total volume of 42 thousand words.

Results and discussion. This article examines the features of the media presentation of the key imported concepts of pedagogical discourse “trend” and “rating”, which express the key idea of competitiveness for American culture. The borrowing “trend” is closely related to the contexts of the use of other borrowings included in its content structure: “know-how”, “startup”, “hackathon”, etc. and includes in its interpretative field the concepts of “innovation” and “modernization”, which receive an assessment depending on the subject of the assessment qualification. The interpretative field of the "rating" concept includes words such as “bullying”, “pressure”, “competition”. In most media texts, it is negatively assessed as contributing to a pragmatic approach to gaining knowledge, causing rivalry and negative emotions in children, causing psychological trauma and problems of relationships in the team. The basis for the metaphorical conceptualization of the processes taking place in education is the basic metaphor “man-nature”, as well as the metaphor of computer games and value, which allow us to highlight the value accents of perception and the attitude of society to the phenomena being mastered.

Conclusion. It is revealed that the borrowings “trend” and “rating” have figurative and value characteristics, have pronounced evaluative labeling and metaphorical conceptualization. The study of borrowings of pedagogical discourse indicates the importance of the discursive factor in understanding concepts.

Introduction. Since language acquisition is a gradual process, younger children have gaps in their mental grammar and mental lexicon. In order to be understood well while communicating with other people, they sometimes resort to creating new words, known as innovations, which remain unusual for the language norm. This article expounds the nature of children’s speech innovations and presents the analysis of their constructing.

Methodology and sources. The research is based on data gathered within psycholinguistic experiment with participation of Russian-speaking children from three to six years of age. Such experimental methods of psycholinguistics research as picture description and story retelling were used.

Results and discussion. It was found out that despite formal abnormality of speech innovations they are getting constructed according to rules existing in the language. Thus, innovations may include standard morphological units, which are combined with nonstandard ones with regard to their distributional features and restrictions. It means that morphemes commonly appearing, for example, on verbs will be used by children within this lexical category only. Moreover, a gradual increasing complexity of constructed forms is observed occurring with the age.

Conclusion. Speech innovations cannot be conceived as errors, as they are constructed based on children’s knowledge about the language system and contain standard elements. Innovations analysed in this paper might be used for larger-scale studies on language acquisition and remain supplementary material for researches in this area.