Introduction. Avant-garde painting of the beginning of the 20th century is rich in new directions, trends, new aesthetic concepts of avant-garde artists. For a deeper study of the characteristics of avant-garde painting there is a need to expand the conceptual and methodological apparatus of aesthetics. We consider in this article the methodological foundations of the study of Russian avant-garde painting of the beginning of the 20th century, systematize those methods that are most effective in the philosophical-aesthetic and the art-critical analysis of visual art.

Methodology and sources. Based on well-known principles in the methodology of science, the article focuses on the specificity of art criticism methods, which together with philosophical and aesthetic create a unified methodological basis for considering avant-garde painting.

Results and discussion. The emergence of the avant-garde is primarily related to a departure from the classical tradition in art and the formation of new methods and means of artistic expression. Avant-garde art sought to create its own author’s «philosophy of art», to bring it to the general public, but like all philosophies, it remained an elitist and subjectivistic understanding of the world by individual artists. As a result of the understanding of existing aesthetic and art-historical methods of painting analysis, the article describes a complex system that includes a list of methods combining aesthetic and art-historical approaches to the study of works of avant-garde painting: historical-biographical method; method of comparative analysis; formal-stylistic method; method of criticism and connoisseurship; iconographic and iconological methods; structural-semiotic and semiotic-hermeneutic methods. This list can be continued, it is far from being exhausted by the mentioned methods, but in our study we define it as sufficient and necessary to achieve the stated goals.

Conclusion. The methodological bases of the study of Russian avant-garde painting from the beginning of the 20th century allow us to systematize a rather fragmented material concerning the study of fine art in the Silver Age, linking together philosophical-aesthetic and art-historical approaches.

Introduction. The relevance of the study lies in the fact that the idea of the world-system approach as an economy-centered paradigm, which has become widespread in the domestic scientific community, does not correspond to reality at the present stage. The purpose of the article is to analyze the formation of ontological and theoretical foundations for studying culture in the world-system approach.

Methodology and sources. The world-system approach is considered as a supradisciplinary paradigm that integrates knowledge from various scientific fields into comprehensive research programs (I. Lakatos). The development of ontology and theoretical foundations of culture in relation to the world-system is interpreted as a problem-shift in the development of the approach. Three problem-shifts in the development of the concept of “culture” are identified. The historical method was used to reconstruct the stages of problem-shifts. In this part of the article, based on the works of I. Wallerstein, the content of the first two stages is considered.

Results and discussion. The start of the first stage of cultural studies in the world-system approach dates back to the end of the 1970s, when I. Wallerstein and T.K. Hopkins attempted to describe the patterns of development of the world-system. They viewed the “cultural” aspect of the world-system dynamics as fundamental and co-equal with the “economic” and “political” aspects. At this stage, they establish conceptual connections between culture and the territorial dynamics of the world-system and indicate the presence of a cultural component in the institution of global hegemony. The second phase of the formation of the concept of "culture” begins in the late 1980s. I. Wallerstein develops the concept of “geoculture” in terms of world-historical development. At this stage, he criticizes the concepts of culture used in science and politics, and reveals the relationship between the dominant concepts of culture and the contradictions of the world-system. I. Wallerstein describes culture as a field of ideological struggle and a mechanism for resolving contradictions in the worldsystem, ensuring the stability of the order prevailing in the system.

Conclusion. The authors emphasize that the obtained results can provide a basis for analyzing the influence of world-system processes on changes in the content of Russian cultural concepts.

Introduction. The article is devoted to a philosophical-anthropological analysis of the phenomenon of the Home as a response to the technological challenge. The aim is to reveal the ontological status of the Home as a space of human existence, the boundaries of which are eroding in the context of digitalization. The scientific novelty lies in the development of the concept of “anthropic space” and the consideration of the Home as a topos of rootedness. The relevance is determined by the anthropological crisis associated with the delegation of cognitive and creative functions to technology.

Methodology and sources. The research is based on a phenomenological approach. The analysis draws on the concepts of M. Heidegger (dwelling, care), M. Scheler (corporality), M. Merleau-Ponty (phenomenology of perception), P. Florensky (the home as a “synthetic instrument”), and G. Bachelard (“the poetics of space”). The method of philosophical hermeneutics allows for the interpretation of the Home through multiple semantics: empirical, axiological, social, cultural, psychological, and mythological.

Results and discussion. It is shown that the Home is a space of authentic existence where the “fourfold” (Geviert) gathers. It performs the function of an “external body” (exobody) for both the individual and the community, ensuring the subject's autonomy. The loss of the Home leads to the replacement of existence with mere functioning. It is argued that virtualization and mobility destroy the topology of the Home, depriving human existence of its rootedness.

Conclusion. The conclusion is drawn that overcoming the anthropological crisis is possible through the restoration of the Home as an “oikos” (a humanized cosmos). The response to the technological challenge is the integration of technologies into the space of existence, the center of which remains the Home. The preservation of the human essence is achieved through the effort of dwelling, care, and creativity within the boundaries of the Home.

Introduction. Contemporary Russian films about Soviet sports achievements are becoming an important tool for constructing collective memory and national identity. The aim of the article is to analyze the representation of the Soviet past in these films through the lens of the strategy of selective use of history.

Methodology and sources. The study employs an interdisciplinary approach, combining H. White's concept of the narrative form of historical representation, Z. Bauman's theory of retrotopia, and the model of selective actualization of the Soviet past developed by V.S. Avdonin et al. The source base includes the films “Legend No. 17”, “Going Vertical”, “World Champion”, “Mr. Knockout”, and “Rodnina”. The theoretical framework is based on the works of O.Yu. Malinova, M. Lipovetsky, T. Mikhaylova, A.A. Dupak and other researchers.

Results and discussion. It is revealed that the analyzed films demonstrate the deideologization of the Soviet past and its transformation into a transhistorical "cultural code" of the will to win. Through the “us vs. them” opposition, the images of sports officials as “internal enemies” and the narrative of “peaceful war”, a collective memory is constructed that legitimizes contemporary political confrontation. The evolution of these strategies from earlier to later films is shown.

Conclusion. It is established that Russian cinema, acting as an instrument of cultural policy, forms a retrotopian image of the past. This image replaces an uncertain future and offers the viewer a sense of historical security and national pride based on selectively chosen and artistically reinterpreted Soviet sports achievements. 

Introduction. In urban settings, religious communities remain significant actors in social life. They foster a sense of belonging, offer moral guidance, and create spaces of care and solidarity. This article explores how religious institutions are integrated into the fabric of metropolitan life in Moscow and Shanghai, and what social functions they perform under the conditions of digitalization, individualization, and fragmentation of urban experience. The aim of the study is to identify mechanisms through which religious organizations adapt to contemporary urban challenges. The scientific novelty lies in the comparative analysis of religious activity across two distinct cultural and political contexts.

Methodology and sources. The theoretical framework draws on the works of É. Durkheim, R. Bellah, R. Cipriani, and P. Berger, who conceptualize religion not only as a social institution, but also as a space of spiritual and emotional co-experience. The empirical basis includes legal documents, parish reports, and sociological studies from 2018 to 2023.

Results and discussion. The study identifies three main functions of religious organizations: support for vulnerable groups (through aid, education, and guidance), social integration (through cultural events, volunteering, and educational initiatives), and behavioral regulation (through the transmission of ethical norms and symbols of predictability). These functions are not always explicit but are often embodied in everyday practices – food distribution, silent prayer, or collaborative work.

Conclusion. In both cities, religion acts as a living mediator between the personal and the collective. It sustains forms of closeness that are increasingly rare in the urban landscape. This everyday presence makes religious institutions resilient and enduring actors in the modern metropolis. 

Introduction. The purpose of this article is to study the formation of a sports brand using the example of the Armenian Hockey League (AHL). The Armenian Hockey League (AHL) is an example of a promising sports project that aims not only to promote hockey in Armenia, but also to strengthen national identity through sports. At the same time, the current image of the AHL requires serious analysis and improvement, as the league faces several challenges: limited resources, low media awareness, a lack of a dedicated fan base, and the need to meet international standards.

Methodology and sources. The study focuses on the role of cultural context, digital strategy, and institutional factors in the development of a sports organization.

Results and discussion. The article examines the process of building and promoting a brand in the context of regional specificity and global competition. The study concludes that the AHL has a high growth rate and holds a leading position among similar leagues, and highlights the key role of regional marketing and socio-economic context in strengthening the position of a sports organization at the national and international levels.

Conclusion. The authors have found that the use of economic indicators such as ROI and CPL allows us to conclude that AHL's digital activity is effective and yields sustainable results. 

Introduction. Currently, research aimed at studying the integration of diasporas in the host community is becoming particularly important. The purpose of the article is to study the features of integration of representatives of the Azerbaijani diaspora through the prism of socio-cultural, socio-political behavioral practices of the ethnic community. The object of the study is members of the Azerbaijani diaspora who live in the Republic of Mordovia, including citizens of the Russian Federation of Azerbaijani nationality and Azerbaijanis who do not have Russian citizenship and a residence permit in the Russian Federation. The research topic of the article is based on data for 2024, compared with data for 2017.

Methodology and sources. The socio-cultural features of integration are characterized by the degree of involvement of representatives of the Azerbaijani diaspora in the life of society. In this article, the features of integration are measured by a number of indicators: the use of the native (national) language in communications and the degree of proficiency in the Russian language, the social identity of the diaspora, value orientations, etc. The study of the degree of socio-political integration of the Azerbaijani diaspora focuses on the participation of Azerbaijanis in socially significant events.

Results and discussion. The study is based on the results of a sociological survey conducted in 2024 by the Scientific Center for Socio-Economic Monitoring State Institution of the Republic of Mordovia among representatives of the Azerbaijani Diaspora (n = 274, target sample). In order to compare the results, information from a similar study conducted in 2017 (n = 100, target sample) is used. The specifics of socio-cultural and socio-political attitudes of representatives of the Azerbaijani diaspora are revealed.

Conclusion. A number of factors attest to the success of the integration processes of representatives of the Azerbaijani diaspora living in the territory of Mordovia: actively forming all-Russian identity, active involvement in communication through the use of the Russian language, similarity of basic values, participation in significant socio-political events, etc. With a significant level of integration, the Azerbaijani diaspora demonstrates a high degree of internal cohesion. 

Introduction. The problem of information disseminated through the word-of-mouth in predigital epoch and nowadays is discussed hereafter. The relevance of the study is related to permanent interest towards this sort of things and our commitment to find any regularity and to take control as far as possible. The word-of-mouth might seem very effective and nearly free means to distribute information. However, the lack of proper attention to such processes can lead us to results that are dissatisfactory.

Methodology and sources. The method of comparing the semantic features of word-ofmouth information typical of discourses in different eras is the main research method. The text of M.A. Bulgakov’s novel “Fatal Eggs” is used as the source illustrating the features of the word-of-mouth discourse in the pre-digital era.

Results and discussion. We can monitor the mechanism of spreading rumors in society basing on the example of M.A. Bulgakov’s anti-utopia dating back to the 1920-s, the time of economic and political instability in our country. The fear of possible disasters and famine, causes widespread panic and prompts reckless actions, which eventually leads to the catastrophe. The processes of spreading word-of-mouth information are considered both in the context of pre-digital era (M.A. Bulgakov’s epoch) and in relation to our time. Some recommendations on how to control the feedback of processes are also given hereafter.

Conclusion. We come to conclusions that the mechanisms of word-of-mouth distribution in different epochs have a lot in common. Nevertheless, the statistical tools currently at our disposal make it possible to take into account some of the features of such discursive processes, and therefore regulate them. However, despite the availability of word-of-mouth, this mechanism cannot always be properly regulated and never totally controlled. Thus, it may not be applicable to all kind of processes. 

Introduction. This study offers an analysis of the polycode strategy reperesentation in modern English-language fiction. The article aims at examining polycode strategy as a textual strategy in contemporary fiction. The research focuses on the attempt to investigate the role of implicit and explicit mechanisms of polycode strategy implementation in the works by such writers as Neil Gaiman, Margaret Atwood, Kurt Vonnegut, and Markus Zusak. The relevance of the study is accounted for by the increasing role of polycode strategy in modern fiction; nonetheless, the status of the polycode phenomenon in the semantic structure of a literary text has not been established yet. The article puts forward and proves a hypothesis of the polycode mechanisms used in modern fiction as a text-building strategy. Polycode strategy is implemented by authors of fiction both in its traditional implicit form and in more experimental forms, referred to in the study as an explicit mode of polycode strategy.

Methodology and sources. The methods used in this work include elements of linguosemiotic, cognitive discourse and stylistic analyses. The empirical basis of the work consists of text fragments by contemporary English authors. The research uses the novels by Neil Gaiman, Margaret Atwood, Kurt Vonnegut, and Markus Zusak to showcase a range of polycode mechanisms employed by the writers of the XX–XI centuries.

Results and discussion. The polycode strategy in a literary text could be represented by an author in either an implicit or an explicit form, depending on their choice of bound (verbally) and free semiotic resources. The usage of verbally bound resources, such as font, colour, page design, represents implicit mechanisms of implementing the polycode strategy, whereas the introduction of photographs, diagrams, and figures into a literary text indicates the explicit character of the polycode strategy.

Conclusion. In fiction, polycode strategy is viewed as a text-building strategy implemented in implicit and/or explicit forms. Depending on the interpretation program employed by the author, polycode strategy is expressed in different ways (via semiotically bound and unbound resources, in an implicit or explicit form, respectively), and it also serves a multitude of functions in fiction ensuring its coherence. The research has made an original contribution to Polycode Studies by identifying such textual functions of the polycode strategy as attractive, expressive, characterizing, ludic, and emotive. 

Introduction. The article is devoted to the study of poetic discourse as a synergetic system aimed at representing axiological dominants. The discourse is presented as a complex structural and semantic formation, actualization of the interaction of text structures with extralinguistic factors.

Methodology and sources. The methodological basis is the ideas and developments of the researchers in the field of discourse theory (V.Z. Demyankov, V.I. Karasik, A.V. Olyanich, Yu.S. Stepanov, T.A. van Dijk, etc.), linguoconceptology and linguoculturology (S.G. Vorkachev, N.A. Krasavsky, V.A. Maslova, G.G. Slyshkin, etc.), cognitive linguistics (N.D. Arutyunova, N.N. Boldyrev, E.S. Kubryakova, etc.), linguistic synergetics (V.Y. Barbazyuk, V.G. Budanov, V.L. Malakhova, etc.) and philological hermeneutics (G.I. Bogin, V.P. Litvinov, S.N. Bredikhin, etc.). The analysis was carried out by means of contextual and linguistic-hermeneutic methods, quantitative analysis techniques, crystallization technique.

Results and discussion. The main thing in poetic discourse is the metaconcept of humanism, implemented in texts through various images, concepts and conceptospheres, which act as axiological system identified through quantitative and qualitative analysis. Axiological dominants are verbalized in accordance with the uniqueness of spiritual and social culture, in close connection with linguistic and pragmatic components. Linguistic structures confirm the fact that humanism implies the ability of people to think creatively, assess the dynamics of the world, and transform reality, taking into account the diversity of existing relationships and interdependencies in the world.

Conclusion. Poetry creates an alternative human reality based on an axiological system with a wide range of functions, including: a mental function, an aesthetic function, a predictive function, a deontic function. Language specificity, based on the synergy of language levels, is aimed at forming a synergistic worldview and human creative thinking. 

Introduction. The article presents an overview of approaches to the interpretation of the concept of “genre”, considers various genre classifications of political and media discourse. The relevance of the topic of this study is determined by the genre diversity of mediapolitical discourse, represented by a wide range of political and media genres that require consistent study and typologization. The aim of the article is to carry out genre stratification of modern English-language media-political discourse based on the author's own typology.

Methodology and sources. The methodological basis of the article is represented by works in the field of genre studies, discourse theory, English language stylistics, cognitive linguistics, media linguistics, political discourse. The study is an analytical review of works devoted to the genre differentiation of media, political and media political discourse, with the subsequent development of the author's classification of genres of English-language media political discourse.

Results and discussion. According to the results of the review, a genre is a class of communicative events united by a certain communicative purpose. The problem of singling out speech genres and typologizing genres are among the controversial issues of modern genre studies. The main reason for the complexity of genre stratification of political discourse is the heterogeneity and multifaceted nature of this type of discourse. The criteria for classifying the genres of political discourse can be the channel of information transmission, function, communicative purpose, and other parameters. Media discourse has a field structure, including the center (with prototypical genres) and the periphery (with marginal genres, heterogeneous in their structure). Modern media practice is constructed not only by traditional journalistic genres but also by new Internet genres, which complicates the problem of genre stratification. Researchers emphasize the diffusiveness of media genres, the constant genre dynamics that deprives genre of stability, and the blurring of genre boundaries in media space. Formal, micro- and macro-textual characteristics may be the basis for a possible typology of media political genres.

Conclusion. The genre stratification of media political discourse proposed in this study is represented by three groups of genres: mediatized, politicized, and media-political genres. Media-political genres constitute the center of media political discourse, while mediatized and politicized genres belong to its periphery. The criteria of genre differentiation of media political discourse are the channel of information dissemination, intentional dominant and discursive personality formed on the basis of these two parameters. 

Introduction. Political discourse plays a key role in shaping public opinion and mobilizing the electorate, particularly during electoral campaigns. In the context of an increasingly complex political landscape, there is a need to expand analytical tools for examining candidates' rhetorical strategies. One such tool is proximization theory, which focuses attention on the construction of discursive space.

Methodology and sources. The research is based on proximization theory, formulated and developed by Polish scholar Piotr Cap. This theoretical approach provides instruments for analyzing discursive strategies used to influence recipients. The research material consisted of a corpus of texts from public speeches by French politician Éric Zemmour, delivered during the 2022 electoral campaign in France.

Results and discussion. The study identified thematic groups that structure discursive space based on a clear opposition between in-group (IDS) and out-group (ODS) discursive subjects. IDS markers unite concepts related to national identity (France, French people, Republic, Homeland) and traditional way of life (countryside, village, farmers), while ODS markers encompass representatives of the current government, European institutions, urbanized territories, and migration processes. Temporal organization follows a three-component model of “heroic past – crisis present – prosperous future”. The axiological dimension demonstrates a dichotomic opposition of value systems: traditional national values (power, sovereignty, freedom, democracy) are contrasted with globalist attitudes (bureaucracy, technocracy, immigration, federalization), which serves to construct the “us versus them” opposition.

Conclusion. Analysis of Éric Zemmour's electoral discourse through the lens of proximization theory revealed a complex application of three strategic dimensions. These include spatial strategies (opposition between “us” and “them”), temporal strategies (contrast of heroic past, crisis present, and prosperous future), and axiological strategies (dichotomy of traditional national and alien globalist values). These strategies are aimed at constructing an image of immediate threat to national identity and legitimizing a radical political program. 

Introduction. The article describes the experience of development and implementation in practice of a set of activities for the formation of intercultural communication skills in foreign language among pharmaceutical university students. Currently, the ability to negotiate, including at the international level and related skills are an undoubted advantage of pharmaceutical graduates in the labor market, which determines the relevance of the developed complex.

Methodology and sources. While developing the set of activities, the authors applied such research methods as content analysis, logical and semantic analysis, systematic and creative approach, as well as modern methodological approaches to foreign language learning using authentic materials.

Results and discussion. The presented complex includes classroom and extracurricular classes, combined with practical work of students: training course in English “Management of a pharmaceutical organization in English”; work programs of disciplines for all bachelor’s degree courses “Business communication in a foreign language"; an additional educational program “Business Communication in English”; discussion club in English; creative contests in foreign languages for students; excursions of military-patriotic orientation. The Lingvapharm youth community has been created and operates within the complex, which currently unites more than 400 people.

Conclusion. Pharmaceutical students who actively participate in the programs of the complex, take prizes in international Olympiads and competitions in foreign languages each year, demonstrating excellent proficiency in foreign language, presentation and report skills, ability to behave in public and to answer questions rationally.