Abstract
The article considers one of the onomastic concepts - “Ugra” - in the linguistic consciousness of the region's inhabitants. The conclusion is made that the conceptual areas “natural environment” and “local population” can be considered as invariable components of the concept of “Ugra” in diachronic terms (from the recollections of 19th century exiles to the linguistic picture of the world of modern residents of the region). Fundamental changes consist in the fact that the conceptual approach “practically unsuitable for life” is replaced by the end of the XX - the beginning of the XXI century with the vision of Ugra as a region rich in natural resources, actively developing thanks to the efforts of the authorities and the population.
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