INTRODUCTION . Cause-and-effect relationships (CER) are primarily examined in philosophy, logic, and linguistics. Studying CER at the current stage of language science development is relevant in the context of mental and linguistic structures interaction. The aim of this study is to propose CER modeling from a cognitive perspective, to describe conceptual structures and their representation in language. MATERIALS AND METHODS . The research material was acquired from literary works in English, the British National Corpus, and online services with access to dictionaries. The study employed cognitive modeling and conceptual-representative analysis. RESULTS AND DISCUSSION . Interpretation of CER is a basic human cognitive activity. Constructing linguistic means that convey CER and relate to events comprehension, the speaker operates with propositional structures. Having this in mind and using the speaker’s comprehension of two events as a constraint, we identified four main models. The models reflect the order of CER development: from cause to effect, from effect to cause, and reciprocal order. Their representation in language includes complex and compound sentences of various nature, sentences with absolute, causative, subjective-predicative constructions, and supra-phrasal units. CONCLUSION. The possibilities of propositional CRE modeling are open due to the number of events reflecting CER, their perception as a chain of causes and effects.

INTRODUCTION . Etude-painting op. Sergei Rachmaninov’s 39 No. 5 in E-flat minor was the composer’s last composition completed in Russia before emigrating. The principles of modernity (ornamentation, the cult of refined beauty, the intrinsic value of texture) are embedded in the musical fabric of this work and symbolism (the multiplicity of figurative content, the idea of art synthesis, and understatement), the more important it is to turn to a comprehensive analysis of the Art Nouveau style and the aesthetics of symbolism in Rachmaninov’s piano work. The purpose of the study is to prove the hypothesis of a deep connection between the musical language of the Sketch and the painting op. 39 No. 5 with the artistic principles of Art Nouveau and symbolism, which confirms the synthetic nature of the composer’s style. METHODS AND METHODOLOGY . A set of musicological methods has been used: a holistic musical and theoretical analysis, a historical and cultural approach, and a comparative stylistic analysis to identify the specifics of the implementation of stylistic features of the era. RESULTS AND DISCUSSION . The specific elements of the musical fabric of the sketch are analyzed and systematized, revealing the features of Art Nouveau (ornamentation of texture, intrinsic value of sound matter) and symbolism (multidimensional figurative content, harmonic variability). It is established that the dramaturgy of the play, built on contrast and the absence of positive resolution, reflects the key worldviews of the era – tragic premonition and existential crisis. The methodological approach formed and the conclusions obtained can be applied in further musicological studies of the work of Rachmaninov and his contemporaries, as well as in pedagogical practice in the study of Russian music at the turn of the 19–20 centuries. CONCLUSION . Etude-painting op. 39 No. 5 is an organic synthesis of the late romantic tradition and new stylistic trends, where the principles of Art Nouveau and symbolism become decisive for the composer’s artistic expression in a crucial historical period, organically translating the philosophical depth and complex imaginative sphere of his time.

INTRODUCTION. Today, an electronic greeting card is an essential attribute of the socio-cultural practices of any holiday. Being a polycode text, an electronic postcard reflects society’s ideas about a particular holiday, captures the value meanings of society through benevolence and visual images, and forms a media image of the holiday. The purpose of the study is to consider the transformation of the socio–cultural practice of sending greeting cards using the example of the Russia Day holiday.MATERIALS AND METHODS. The research material consisted of 110 postcards selected by continuous sampling on popular open access sites, and 49 postcards sent to the author by respondents on June 12, 2023. The work also uses materials from interviews with respondents. The main research methods are: description, hermeneutic analysis of text and image, semiotic analysis, comparison.RESULTS AND DISCUSSION. The considered postcards’ analysis shows the following trends: the dominance of the visual component over the verbal; the overcentralization of visual images; the construction of a timeless image of Russia through the semantic units of heterostereotypes that developed mainly in the Soviet era; the thematic component of the postcards are the folklore component, the Orthodox theme, symbols of statehood.CONCLUSION. The analysis of electronic postcards for Russia Day makes it possible not only to trace the transformation of practice in the festive and ritual complex, but also to identify the prevailing attitude towards the holiday in society. The study can be continued using the example of other holidays in the Russian calendar.

A review of S.E. Biryukov’s monograph is given, which presents a number of theoretical and historical-literary problems related to the process of Russian avant-garde poetry formation. The monograph is unique not only in that it becomes a generalization of the researcher’s many years of work, but also in that it presents an evolutionary concept of the relationship between theory and practice of the avant-garde, implemented, among other things, in transformpoetics. The terminology proposed by the author of the monograph is analyzed, the personalities presented in the study are evaluated, and the sphere of the avant-garde is highlighted as a special cultural phenomenon.

INTRODUCTION. In the context of a decreased audience attention to advertising caused by the increasing volume of information, advertising strategies aimed at increasing consumer interest in the advertising product are being formed and developed. Involving celebrities in advertising campaigns is an up – to-date technology that ensures consumers focus on advertising information and their loyalty to the brand. The company’s long-term advertising collaboration with a well-known (media) personality, the “star”, allows for the creation of advertising in the format of an advertising series. The aim of the study is to identify the advantages of advertising in the format of a celebrity- featuring advertising series using the example of MTS advertising series with consideration of the role and functions of celebrities, narrative aspects of the advertising story, and the risks of attracting celebrities to the brand’s advertising strategies.MATERIALS AND METHODS. Research material – MTS advertising (print, outdoor, video commercials) from 1993 to 2013, promotional videos for 2023–2025 in the format of an advertising series with the participation of actor Dmitry Nagiyev, media publications dedicated to MTS advertising activities and its ambassadors. The methods used were: historical, philological, discourse analysis, narrative analysis.RESULTS AND DISCUSSION. The format of an advertising series allows for the creation of complex narratives, the development the of a celebrity image and the strengthening of an emotional connection with the audience. The main factors for the success of an advertising story are: the authenticity of the celebrity image, alignment with the target audience’s values, and the quality of integration into the branded narrative. The choice of celebrities for an advertising campaign is determined by their image, audience recognition, while the transformation of the image of the invited “star” image may lead to a change in public attitude towards the company’s brand, which shapes the development of collaboration strategies between organizations and famous personalities.CONCLUSION. An analysis of MTS’ advertising activities has shown that the company has tested various types of advertising, but the practice of long-term use of the advertising series format allows us to conclude that it is effective in advertising a product, building brand awareness, and creating audience loyalty. The key aspects of the development of the MTS advertising series are: positioning of new products and services integrated into the story, which develops through the creation of new storylines united by the main character (the role of Dmitry Nagiyev), the introduction of new characters (played by celebrities), highlighting current societal trends, focusing on human values, and reflecting the interests of various audience groups. MTS’ practice of interacting with celebrities shows that this cooperation is fraught with risks, which can be minimized by monitoring the celebrity’s activities, image, and reputation, and defining and consolidating the terms of cooperation at the legal level. Thus, the findings can be used to improve the quality and effectiveness of advertising communication.

INTRODUCTION. The relevance of modern trends in Russian children’s cinema study is due to the need to comprehend its role in shaping the value orientations of the younger generation, as well as to analyze those strategies that allow Russian fairy-tale films to compete with global media products. In recent years, there has been a noticeable in the growing number of films being released, a variety of genre approaches, and the active use of new technologies. However, against the background of these changes, the question arises about national identity preservation, the balance between entertainment and educational functions, as well as how traditional fairy tales can be reinterpreted in a modern context. The aim is to identify and analyze the key trends determining the children’s national cinema development using the example of fairy tale films of recent years.MATERIALS AND METHODS. The analysis of scientific literature and theoretical works on the problem under study, comparative analysis (classical and modern film adaptations), cultural approach and semiotic analysis of visual and narrative elements are used.RESULTS AND DISCUSSION. The research examines the following aspects: the themes’ and issues’ evolution, technological innovations, the influence of the socio-cultural context on the content and form of film productions, as well as the prospects for further development of the genre.CONCLUSION. This study examines children’s cinema as an important tool for the socialization, education and cultural development of the younger generation. It is noted that the digital technologies’ development, changes in the socio-political environment and media preferences of young viewers require the adaptation of traditional forms of children’s cinema to new conditions. The research aims to identify and scientifically substantiate the main directions of the transformation of modern Russian children’s cinema using the example of film tales published in the period from 2017 to 2024. As a result of the study, it is found that modern Russian children’s cinema, considered on the example of film tales, has undergone a significant transformation relative to the Soviet period. Changes have occurred both at the production level and at the content consumption level. Producers of film stories have to find a balance between following the letter of classic plots and the audience’s habit of perceiving a dynamic, visually vivid, humor-based type of content. They draw attention to their product by creating unique worlds and characters through the abundant use of computer graphics. At the same time, they strive to expand the audience from children’s to family by focusing on the entertainment component of the stories offered, exploiting more universal themes and humor. The most noticeable trend in the adaptation of fairy tales is the computer graphics use. With its help, the expressive possibilities of cinema are expanded.

INTRODUCTION. This research examines the multi-layered mechanism of meaning formation in a work of art, which is represented through various modes of expression: images and symbols, biblical motifs, parallel storylines, and intertextual parallels. At the semantic level, the text is understood, summarized, and its hidden and explicit meaning, as well as the overall picture, are identified. The aim of the research is to reveal the content of the semantic level mechanism in Mikhail Bulgakov’s novel “The Master and Margarita”, which contributes to the formation of multilayered meaning and the polyphony of the text, reflecting the author’s unified artistic and philosophical concept and the novel’s deep philosophical, religious, ethical, and esthetic meanings. MATERIALS AND METHODS. The research material is Mikhail Bulgakov’s novel “The Master and Margarita”. The comprehensive analysis used is based on contextual, semantic-stylistic, and interpretive methods. RESULTS AND DISCUSSION. The multi-layered mechanism of meaning formation operates to reveal various semantic relationships between text contexts, structure the content, and contributes to the creation of the ambivalence of the images of Woland, the Master, and Margarita, reflecting moral and philosophical ideas and the search for spiritual truth. The presence of parallel storylines ensures a dialog between history and modernity, while intertextual references broaden the horizons of the novel’s perception. CONCLUSION. Analyzing a literary text using a semantic level mechanism ensures that special significance is attributed to objects, processes, and phenomena in human life, which forms the basis for the development of personal meanings and the reflection of life needs. The study of the novel “The Master and Margarita” delves into the significance of symbolism, intertextuality, religious motifs, and parallel storylines in shaping the novel's multi-layered semantic structure and focuses on the formation of ethical meaning in the novel “The Master and Margarita”, which contributes to further research into the meaning-making mechanisms of literary texts.

INTRODUCTION. The aim of the work is to study the functional aspect of regional oikonymy (names of settlements) in the works of writers of the Volgograd region.MATERIALS AND METHODS. The main research methods are descriptive and analytical, represented by a combination of the following techniques: observation, comparison, generalization, commenting and interpretation of empirical material, and aspectual, represented by functional and contextual analyses. The research material was the author’s file of regional oikonyms (a total of 120), extracted from specific texts by B.P. Ekimov, S.N. Sinyakin, A.I. Egin and some other authors.RESULTS AND DISCUSSION. The concept of the oikonymic dominant of a literary text is proposed, and the conditions that influence the acquisition of dominant status by an oikonymic unit are described. This concept appears to have a conceptual value in the study of a local text (in our case, the triad “Tsaritsyn – Stalingrad – Volgograd”) and in the functional analysis of proper names. It is established that many oikonyms of the Stalingrad text perform localizing and identifying functions, some – plot-forming and semantic. Special attention is givento the analysis of oikonymy in the works of B.P. Ekimov, showcasing the toponymic diversity and nominative variability of geographical names. A characteristic feature of many of his works is the paragraph-long accumulation of oikonyms associated with the realization of motives of loneliness, memory, desolation or disappearance. Oikonyms in his prose are capable of fulfilling mnemonic, emotional-evaluative and didactic functions.CONCLUSION. Works by regional authors, who focus on the onomasticon of their homeland when creating the space of the artistic world, sometimes preserve vanished (having undergone any territorial and administrative changes) toponyms, variants of names (official/ unofficial) of the settlement and its inhabitants, not recorded by specialized dictionaries, include versions of the origin of the name, often folk etymological. For toponymic lexicography, such texts are traditionally of interest. For literary toponymics, the study of the poetics of regional oikonyms against the background of the poetics of non-regional ones is an important task in understanding the writer’s onomastic laboratory. The prospects of the study are related to the further refinement of the concept of “oikonymic dominant”, which is potentially capable of replenishing the terminological system of literary onomastics.

INTRODUCTION. As society changes, so do the forms and strategies of education, the challenges faced by educators, and the perception of their role. These changes are reflected not only in sociological research, statistical data, and media sources, but also in works of screen art. Examining the portrayal of teachers in animation is relevant in light of the transformation of their role, functions, and significance in society.MATERIALS AND METHODS. The research material includes more than 50 domestic animated films and series created from 1927 to 2024. The study employs the methods of frequency and comparative analysis, as well as contextual, thematic, and iconographic approaches, which allow for examining the iconography of images, the frequency of use of specific details, comparing images, and identifying constant and changing elements, as well as tracking the transformational changes in the portrayal of teachers in domestic animation.RESULTS AND DISCUSSION. Throughout the 20th and 21st centuries, there has been a change in the perception of the teacher's image, which has transformed from a non-personal and sacred figure to a caricatured and mocking one. The roles of the teacher have also evolved, ranging from a mentor to a guide to a new world, from a knowledge-bearing figure and an organizer of the learning process to a supervisor and a punisher for academic negligence. The gendered portrait of a teacher is changing: the image of a male teacher, which was dominant in animation until the 1970s, is gradually being replaced by the image of a female teacher. In the portrayal of teachers, animation tends to use various comedic techniques and intonations, which can range from gentle irony and parody to outright mockery.CONCLUSION. In domestic animation, the teacher's portrait is presented in a schematic manner and is based on stereotypical representations. The image of the teacher as the main character in the story has not yet been developed. In films, the teacher is almost always portrayed in secondary or episodic roles. Modern Russian animation portrays negative perceptions of teachers, which is associated with the decline in the profession's authority in society.

IMPORTANCE. The study presents experimental experience in art project design as a prospective component of educational work in the general piano class. It synthesizes knowledge from the theory, history, and domestic and international practices of using art management technologies within the system of professional university-level music teacher education. The aim is to substantiate the potential of a repertoire-based approach grounded in regional cultural heritage for integrating art management technologies into the educational process of the general piano class as a means of student socialization and self-realization.MATERIALS AND METHODS. The main research material is the theoretical and educational-methodical practice of introducing innovative methods into the system of professional education, in this case music-pedagogical. The main method of achieving this goal is design. The result of the educational activity is an art project that introduces various cultural languages into the traditional organization of educational communication, which a student-musician needs to master for successful self-realization and self-promotion in a market economy.RESULTS AND DISCUSSION. Based on the analysis of modern research in the field of music pedagogy and socio-cultural activities, various definitions of the concept of art management as a useful part of the educational process are interpreted, as well as mental stereotypes that prevent the introduction of innovative technologies into mass music teaching practice. Information and educational activities are positioned as the basis of art design, facilitating the interaction of pedagogical and artistic processes. The individual approach is specified in the methodological means of organizing the general communicative process, in which artistic creativity (art) is interpreted as an “epistemological breakthrough” aimed at the public (consumer). The history of art management and its entry into music education is briefly described, while it is noted that in the field of academic music, unlike pop music, examples of the use of art management technologies are unique. The problem of globalization of the education system is highlighted in various aspects, one of the tools of which is art management, which arose in the competitive conditions of the postmodern era. There is a wide range of threats, challenges and conflicts that the globalization of the education system is fraught with. The emphasis is placed on the threat to the sovereignty of domestic musical and pedagogical technologies. The successful domestic practice of understanding the advantages and disadvantages of art management is positioned as a way to protect pedagogical sovereignty. An experimental version of the use of art management information technology is proposed, which preserves the equal coexistence of innovative experience acquired in the context of the globalization of the university education model and traditional methods inherited from the “old masters”. The introduction of the concept of intangible cultural heritage into the process of global strategic macro-planning is positioned by us as a perspective for an ecologically balanced organization of the educational process. The art project “Boratynsky and Music” is proposed as an experimental example. The art project solves the problems of choosing a repertoire based on the use of cultural heritage resources, in particular musical reflections on Boratynsky’s work, in connection with the 225th anniversary of the poet and the “Year of Boratynsky in Tambov”. The global nature of art management and the local experience of art design are harmonized by referring to the strategic information basis – the topic “The nature of the language of poetry and music: universals and specifics of semantic expression”. The laws of the interaction of words and music are presented in the latest results of neuroesthetics. Students’ personal art projects within the framework of a common theme provide examples of creative artistic reflection on the movement of cultural meanings. The result of expressing the semantic movement of cultures is the specific results of mastering creative tasks in the general piano class of a music pedagogical university. Personal maps (pedagogical routes) focused on a personal theme, which the student implements as an art manager, are proposed as the main tool for organizing innovative student activities. Each such development is a sub-theme of the general art project “Boratynsky and music”. The stages of the implementation of art projects are proposed, at each stage a control section and correction are provided, for which “Personal checklists” are introduced. The personal maps provide a holistic structural analysis of the acquired professional competence, performing and art management. Our list of topics for students' personal art projects is as close as possible to the individual artistic and intellectual preferences and interests of future professional musicians.CONCLUSION. The results of the experimental development are proposed as a way of introducing innovative practices, as well as a means of motivating and socializing students of a music and pedagogical university.