Introduction . This article examines the adaptation of Anglicisms within economic discourse, focusing on a variety of phonetic, morphological, and graphic methods. The objective of this study is to analyze in detail and compare the productivity of these methods in adapting English loanwords into Russian economic terminology. The scientific novelty of the research lies in the comparative analysis of these adaptation methods and the identification of the most productive ways to adapt Anglicisms. Methodology and sources . The study employed methods of structural-comparative, contrastive, and morphological analysis, alongside classification and percentage calculation techniques. Results and discussion . Phonetic adaptation is represented by 13 methods; the highly productive ones (60–85 %) include stress shifting, sound substitution, and the devoicing of word-final consonants. Graphic adaptation comprises 12 methods, with letter substitution being highly productive (81 %). Morphological adaptation encompasses 8 methods: the highly productive ones (72–92 %) are gender modification, declinability, and the erasure of morpheme boundaries. Conclusion . The results of the conducted research underscore the multidimensional and complex nature of the loanword adaptation process. Highly productive methods of phonetic, graphic, and morphological adaptation ensure the flexibility of new terms and their ease of comprehension by native speakers, thereby facilitating the more effective use of this terminology in modern economic discourse. Moderately productive methods exhibit certain limitations that may negatively impact the adequate comprehension of these terms by specialists. Low-productivity methods, in turn, result in terms that are unnatural in sound and spelling, hindering their integration into the Russian linguistic environment and reducing their frequency of use in professional contexts.

Introduction . The article explores the dialectic of the phenomenon of will and its interpretation in modern scientific discourse. Will is considered in the philosophical aspect as the ability of a person to meaningfully make a choice and strictly follow it, building a scenario of their behavior. The research hypothesis is that will is a complex and internally structured phenomenon (a system of predicates) of human behavior, determined by specific internal and external factors. Based on a system analysis, the correlation of the phenomenon of will and freedom, consciousness, love, fear, courage, education is determined in the context of a holistic philosophical reconstruction of this phenomenon. Methodology and sources . The problem of will has several aspects and is considered in science as a philosophical, pedagogical and psychological phenomenon. The research methodology is based on the method of dialectics and the use of induction, deduction, analysis, synthesis, ascent from the abstract to the concrete. Philosophical concepts of Aristotle, N.A. Berdyaev, I.A. Ilyin, I. Kant, K. Marx, V.S. Solovyov, A. Schopenhauer and others are used in the philosophical analysis of the phenomenon of will. Results and discussion. The article provides a justification of the phenomenon of will as a special spiritual tension of personality (the power of the human spirit), which appears (or is formed) in a person in a situation of choice, when they have to make certain decisions, develop a certain scenario of their behavior and bear personal responsibility for them. In the complex structure of the phenomenon of will, a certain hierarchy of its system-forming elements is revealed, its ontological, axiological and epistemological foundations are revealed. Conclusion . In conclusion, it is concluded that to cultivate the will in oneself means to form in oneself such spiritual principles that have absolute meaning, objective truth and determine for a person the fullness of his being.

Introduction . The relevance of studying the humanization of animal rights in contemporary Russia is determined by the influence of global trends and the societal need to strengthen and promote traditional values in Russian society. Their importance over the past decade has been demonstrated by the public agenda, the growth of social activism, and regulatory developments at the federal and regional levels. Methodology and sources. Documents from federal and regional government bodies of the Russian Federation (Federal Law No. 498, Presidential Decree No. 809), survey results from the All-Russian Public Opinion Research Center (2019–2024), and data from non-profit organizations and marketing research organizations were used, along with content and discourse analysis of media and social media. Publications by Russian sociologists were considered. A sociocultural approach was used to identify the connections between institutional changes and the dynamics of social perceptions of humanism. The explanatory potential of critical moral sociology was utilized. Results and discussion . This article critically examines indicators and indices of humane treatment of animals developed in Russian sociology and social psychology. It analyzes contradictions in the institutionalization of attitudes toward companion animals, stray animals, and the animal rights movement. A key question for achieving public consensus is formulated: which environmental and subjective indicators can and should be identified and enshrined as norms regulating animal care in human society, and which technically accessible and socio-psychologically acceptable oversight tools can be applied in this area. A categorical analysis of value-normative conflicts is proposed, distinguishing between ideological, normative, and innovative conflicts, and outlining possible ways to regulate them. The article substantiates the conclusion that consensus on the content of “humane treatment of animals” has not been reached; its institutionalization is not complete, but it has already become, in social perceptions, an element of traditional values in Russian society. Conclusion . Increased involvement of elites, scientists, religious thinkers, social activists, and citizens in the discourse on humane treatment of animals is predicted.

Introduction . With the spread of generative AI (GenAI) in education, discussions on the “crisis of authorship” intensified. While most measures focus on prohibition, this paper examines how student subjectivity changes when AI is legitimized. It explores how interdictive (prohibition) and prescriptive (mandatory use with verification) attitudes modulate behavioral strategies, academic ethics, and responsibility. Methodology and sources . A controlled quasi-experiment (n = 10) was conducted within bachelor's thesis projects. Students were divided into two didactically isolated groups: mandatory conscious AI use versus an interdictive framework. Data collection included document analysis, reflective surveys, pedagogical observation, and verification metrics. Special attention was paid to correlating formal indicators and subjective interpretations. Results and discussion . Data demonstrate an association between AI legitimization and process-oriented ethics. The prescriptive group declared higher authorship, reduced ethical discomfort, and developed critical verification practices. Conversely, the interdictive group showed uncritical borrowing. Prohibition failed to stimulate autonomous ethical reflection. Legitimized AI catalyzed cognitive activity, transforming subjectivity from task performer to designer of the epistemic environment. Conclusion . Prohibiting GenAI fails to strengthen ethical responsibility, potentially promoting passive trust. Normative AI integration transforms academic subjectivity: the student becomes a “prompt designer”, “model operator”, and “arbiter of knowledge”. This requires rethinking educational practices and fundamental categories of authorship, responsibility, and competence.

Introduction . Social advertising is an important element of the modern cultural and linguistic environment, contributing to the formation of public consciousness and the transmission of cultural values. In this work, the authors aim to identify the key characteristics and patterns of social advertising in the Russian and French linguistic and cultural spaces, and to determine the factors that stipulate the differences and similarities in the approaches to creating and promoting social campaigns. Methodology and sources. The work is based on the methodology of an interdisciplinary approach, using discourse analysis and content analysis. The theoretical and methodological framework is based on works in the field of media discourse and linguoculturology. The empirical material includes examples of social advertising published in Russian and French sources from 2010 up to 2025. Results and discussion . It has been demonstrated that there are significant differences in the lexical and semantic field of social advertising in the French and Russian linguistic and cultural spaces. The French terminology focuses on emotions and individual responsibility, while the Russian terminology focuses on state interests and collective values. The analysis of the themes revealed significant similarities in the key topics: healthy lifestyle, road safety, addiction prevention, family support, and environmental issues, but with different emphases. French advertising focuses more on environmental issues, gender equality, and cultural heritage, while Russian advertising emphasizes the importance of patriotism, social stability, and traditional values. French advertising also highlights the involvement of corporations in social projects. The Russian segment of social advertising demonstrates a greater commitment to national projects and government programs. These differences are related to the historical features of the formation of structures and participation of the civil society and the development of social initiatives. Conclusion . The significant differences in the texts and themes of social advertising reflect the cultural traditions and historical factors of Russian and French society. However, both types of social advertising demonstrate effectiveness depending on the cultural context and audience expectations. The differences in approaches highlight the need to consider national specifics when developing social advertising strategies.

Introduction . The article is examined a model of cross-border migration discourse based on the English language on the example of the US-Mexican border. The relevance of the proposed research is related to the increasing interest of linguists in the complex migration phenomenon, as well as the fact that this type of discourse is first identified by the authors independently. The aim of the study is to build a linguistic model of cross-border migration discourse by using corpus technologies. Methodology and sources . Interpretation, categorization, systematization, and contextual and definitional analysis were used as the main research methods. The material for the work was the chapter “The border” from the book “Sovereign Violence: Migrants, Borders, and the Brutal Logic of Nationhood” by Lily Ana Chavez [1], with a volume of 65,600 pp. without spaces. Results and discussion . This study was carried out within the framework of migration linguistics, one of the tasks of which is to study the migration narrative, through which a certain attitude of the host society towards different categories of participants in migration processes and their images are formed. Based on the concepts of G.G. Slyshkin and V.I. Karasik, the authors identify the cross-border migration discourse as a special type of discourse and argue their position. The article is presented a model of this type of discourse, including 1560 lexemes, 15 semantic modules and 13 micromodules. Conclusion . As a result, the semantic modules “Migration participants” and “Border” belong to the core of the model of cross-border migration discourse. The near periphery includes “Law”, “Citizenship”, “Migration Policy” and “Security”. The far periphery includes “Theatricality”, “Economy”, “Ethnicity“, “Communication”, “Documents” and “Modern technologies”.

Introduction . The question of the territories and temporal reference of the origin of ethnic groups that are part of the Indo-European (IE) community remains open up to nowadays. This is due to the difficulties in localizing the area of the Proto-Indo-European (PIE) language, from which the origin of the IE languages is assumed. The article proposes the derivation of IE languages from the archaic dialect continuum, bypassing the stage of the simultaneous existence of a hypothetical PIE language. The relevance of the article lies in the reduction of uncertainty in the ideas about the ethnogenesis of the IE peoples. Methodology and sources . The time of the beginning of the emergence of ethnic groups from the ancient dialect continuum is determined by paleogenetic data. To determine the areas of emergence of ancient ethnic groups, data on the original names of copper ore/copper, livestock and cultivated plants, etc., were used in conjunction with data on copper deposits, areas of cattle domestication, plant cultivation, etc., the ancient areas of the carriers of which are considered to be quite well known. Results and discussion . The emergence of IE ethnic groups began in the 9th-7th millennia BC in the Fertile Crescent zone and was associated with the transition of mobile huntersgatherers to the sedentary lifestyle of farmers. The ancestors of the Slavs, Balts, Latins and Germans emerged earlier from the Middle Eastern dialect continuum in the vicinity of the Semitic, Hurrian-Urartian and Kartvelian tribes and ancestors of the Turks. Conclusion . The complex application of linguistic, archaeological, and paleogenetic data makes it possible to clarify the history of the emergence of a number of IE ethnic groups without using the hypothesis of a common PIE ancestral homeland. The separation of particular histories of ethnogenesis in space and time makes it possible to exclude some inconsistencies such as “Wanderwörter”.

Introduction . The article examines the evolution of phatic communication means in Englishlanguage film dialogue over nearly ninety years (1930–2018). The relevance of the study is determined by the need to investigate the dynamics of discursive practices reflecting socio-cultural changes in society. The scientific novelty lies in the application of diachronic corpus analysis to phatic markers in film speech to identify trends towards colloquialization and democratization of communicative norms conveyed through mass art. The aim of the research is to identify quantitative and qualitative changes in the use of phatic units based on the Movies corpus and to interpret them in the context of the evolution of communicative practices. Methodology and sources . The research is carried out within the framework of diachronic discourse studies and corpus linguistics. The material is the Movies corpus, containing dialogues from English-language films of 1930–2018 (total volume about 200 million words). The analysis was conducted in three stages: 1) compiling a list of phatic markers based on preliminary film viewing and theoretical works; 2) calculating the normalized frequency of the selected units by decade, followed by consolidation into three periods (1930–1960, 1961–1990, 1991–2018) and computing the weighted average frequency taking into account the size of subcorpora; 3) interpreting the obtained data. Results and discussions. The analysis of the dynamics of phatic markers revealed a steady trend towards colloquialization and democratization of film speech. This is most clearly manifested in the change of dominant greeting and farewell formulas: formal good morning and goodbye consistently give way to informal hi and bye . In the group of markers reflecting inquiries about the interlocutor's state, the ritualized formula how do you do? is being replaced by more colloquial equivalents how are you doing and what's up? . Discourse markers and fillers imitating speech spontaneity show a significant increase. Politeness formulas consistently decline, giving way to shorter and more direct analogues. The obtained data indicate that film dialogue gradually moves away from theatrical conventionality and approaches live conversational speech, reflecting real language changes and the transformation of communicative norms in society. Conclusion . The conducted research confirmed that phatic communication in Englishlanguage film dialogue has undergone significant evolution. From the formal, ritualized structures of the 1930s–1960s, film speech has shifted towards colloquial forms imitating spontaneous oral communication. Starting from the 1960s, a decline in the frequency of etiquette clichés and an increase in discourse markers, fillers, and reduced forms is recorded, reflecting the general trend towards language democratization and the enrichment of film speech with elements natural to real communication. Phatic means become an important tool for creating a credible speech portrait.

Introduction . In the context of the rapid digitalization of society, social scoring and social rating are becoming key tools of algorithmic surveillance, radically changing the interaction between individuals, the state, and digital systems. While social ratings were initially created as a system for incentivizing socially approved behavior (an example is the Chinese model of 2014), social scoring expands this practice, becoming a universal tool for assessing individuals based on their digital footprint. From a philosophical and anthropological perspective, these processes require a rethinking of human subjectivity: the boundaries of freedom, identity, and autonomy in the context of digital control. Michel Foucault's concept of biopower and Gilles Deleuze's ideas of the "society of control" allow us to consider social scoring as a manifestation of a new form of power, operating through a person's internal agreement with algorithmically determined norms. Methodology and sources . The study is based on hermeneutic and critical-analytical approaches, as well as methods of philosophical interpretation of the concepts of digital subjectivity and algorithmic governance. The works of M. Foucault, G. Deleuze and B. Stiegler are used, as well as contemporary studies of digital culture (M.T. Sablin, Yu. Tsvetkov, A.A. Lazarov). The empirical basis is provided by social scoring practices in China, the United States, and Russia, including the domestic experimental social rating platform “We", developed by the Russian State Social University as a test model for assessing citizens' social status. Results and discussion . Social scoring creates a new type of subject, whose identity is constructed based on digital data and predictive analytics algorithms. A phenomenon of digital conformism is emerging: people base their behavior on algorithmic expectations, striving to maintain a high rating, while, the boundary between moral choice and calculated utility disappears. The lack of transparency in algorithms increases the risks of discrimination and inequality. Russian practice demonstrates a trend toward expanding digital control under the guise of ensuring security, raising ethical questions about the permissible limits of state surveillance. Conclusion . Social scoring and social ratings represent a manifestation of a new paradigm of digital power, within which the subject loses autonomy and becomes the object of algorithmic assessment. They influence these relationships, transforming social trust into a manageable digital resource, and subjectivity into a product of computable rationality. Preserving the human dimension of digital society requires a philosophical and normative framework aimed at protecting dignity, freedom, and the right to anonymity. The humanization of technology and the transparency of algorithms are becoming crucial conditions for preserving the autonomous individual in the era of digital control.

Introduction . The current problem of mastering Mikhail Bakhtin's rich scientific legacy is to fix the unified approach that, albeit implicitly, provides a paradigmatic unity to the extremely wide range of topics proposed by the thinker and the diverse set of concepts he synthesized. Methodology and sources. Emerging within the broad framework of the “linguistic turn”, which set the basic trend for the development of the humanities in the 20th century, Bakhtin’s theory methodologically accumulated all the approaches associated with this turn, including phenomenology, ontology, hermeneutics, psychoanalysis, Russian formalism, and structuralism. Results and discussion . The broadest range of humanities phenomena – from linguistics, communication theory, and the concept of the novel to specific works of art – is induced by Bakhtin’s paradigm of understanding along the trajectory of “logic – grammar – poetics”. In this algorithm, the “normative” center is first identified, which, in its self-identity and pronominal immobility, appears in the absolute status of an “eternal” substance; then, in relation to the “logical” center, the “grammatical” existence of the dynamically active periphery is described in terms of the uncertainty of immediate becoming. In the modus of poeticization, this dichotomy, in which one side claims subjectivity and dominance, while the other plays the role of a dependent but predicate-rich entity, forms an alliance on the path of “poetic” abolition of the immanent dichotomy of center/periphery, without eliminating the ontological tension between them, which is filled with the energy of transcendent meaning. Conclusion . Bakhtin's linguo-ontological approach clarifies the presence on the same axis of the field of logical descent, which synthesizes the pole of the monological subject in its domination over the present world and the other as its predicate relative to the pole of I/is, and the poetic ascent in the modus of the dialogical equivalence of the metaphorization of the predicative world, in which it condenses into an aesthetic image, and the metonymization of the egocentric subject, which shifts the latter to the periphery of poetic contemplation.