Abstract
This paper is intended to analyze the semantics of the word мо∂а ‘fashion’ in Russian and its use in different subsystems (standard language and dialects). The evolution of its meanings is traced in Russian dictionaries. Special attention is paid to the appearance of the meaning ‘custom’, typical only of Russian dialects. Text examples of the word usage fixed in archival records of the dialects and the Russian National Corpus are analyzed. It is shown that the word мо∂а has been used in Russian for three centuries and incorporated into its lexical system. It is evidenced by the diversity of its meanings. In Russian dialects, it has experienced semantic evolution different from the system of its meanings in the standard language. The idea of the model, the standard by which anything is measured and reproduced (clothes are made, preferences of human collectives are formed, human behaviour and the everyday life of people community is organized) is presented most vividly in all of its meanings.
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