Folk Speech Research Articles

Old Church Slavonic Multi-Word Nominations versus Compounds

The article is devoted to the study of the lexical inventory of the Old Church Slavonic language. The author proceeds from the idea of the lexical fund of the language as consisting not only of words but also phrases. The lexical inventory of the Old Church Slavonic language was created by the elite circle of literati in the process of translation (mainly from Byzantine Greek). Although the Old Church Slavonic language was based on the folk Slavic speech of the time, most of the Old Church Slavonic compounds and multi-word names were created by Slavic bookmen themselves. Many of these names appeared in the Old Church Slavonic lexicon due to the need to nominate concepts related to Christianity and “medieval encyclopedism”. The basis for the formation of these new names was the morphemic and phraseological calquing of Greek counterparts, which interacted with the mechanisms of nomination in the Slavic folk speech. The article demonstrates that the Old Church Slavonic nominations with multi-word names and compounds reveal “spheres of intersection”. As the author believes, these “spheres of intersection” were caused by the main and most difficult task that Slavic bookmen solved in translating both Greek compounds (or derivatives from compounds) and Greek multi-word names – the transfer of semantics of significant roots. Even within the epoch of the existence of the Old Church Slavonic language proper (i. e. 9th–11th centuries), there are variants of the translation of the same Greek compounds by both Old Church Slavonic multi-word names and Old Church Slavonic compounds. The occasionalisms that arose in the process of word-creation of bookmen in the form of compounds and multi-word names could subsequently be fixed in the usus of the language, but they could also remain hapax both within a certain text and within the entire corpus of Old Church Slavonic texts, which is not completely closed and has been studied extremely insufficiently.

ВОКАЛСКИ СИСТЕМ ГОВОРА СЕЛА СТАЈКОВЦА

In addition to the great study of the Prizren-Timok speaking area, there are still unknowns and misconceptions about them, which obliges us to continue working on their study. Encouraged by that, we decided to dedicate ourselves to studying the vocal system of speech in the village of Stajkovce in the municipality of Vlasotince. In this municipality, three speech types of this speech area face each other, so it is attractive for dialect studies. Stajkovce is the largest village in this municipality and is located in its lowland part. The Prizren-South Moravian dialect is represented in the speech of its inhabitants. We chose this part of the municipality of Vlasotince because there are no works in the literature that dealt with the study of this area and we believe that such research is necessary. The aim of this research is to examine the basic features of the vocal system of the speakers of this part of the municipality. The village of Stajkovce was chosen for the study of the vocal system as the largest village in the municipality. For the purpose of researching the speech of Stajkovcе, older speakers were selected, who linked their life and work to the village and rarely left it, which is necessary in order to determine the authentic features of the folk speech. The material was collected by recording spontaneous speech. It was determined that the vocal system of the inhabitants of the village of Stajkovce is extremely rich. This is evidenced by the existence of 11 categories within which the collected material is classified. These categories are: semivowel, posterior nasal, jat, vocal r, vocal l, vocal groups, vocal compression, vocal reduction (within which we singled out subgroups: aphresis, syncope, apocope and elision), moving vocals, vocal substitution and haplology. Exhaustive analysis confirmed the existence of all these categories in the speech of the residents of Stajkovcе. Тhe research can be extended to the consonant system, as well as to prosodic, morphological, syntactic, and even lexical characteristics of this speech. In addition, a sociolinguistic approach is also possible. Keywords: Serbian language, Vlasotince municipality, Prizren-South Moravian dialect.

DIALECT PHRASEOGRAPHY IN THE CONTEXT OF LINGUISTIC STUDIES: HISTORY AND MODERNITY

The article is devoted to one of the rather young, but already formed and currently the most popular areas of modern linguistics – dialect phraseography. Against the backdrop of undying interest in sustainable turns of folk speech and their fixation, a review of publications devoted to general and particular problems of dialect phraseography, their analysis and systematization in close connection with the origins of the development and formation of dialect phraseography as an important scientific direction in linguistics seems to be extremely relevant. The purpose of the article is to review publications on dialect phraseography, review the most significant phraseological dialect dictionaries of the Russian language, highlight dialect phraseography in synchrony and diachrony. The object of the study are the most significant publications devoted to the phraseography of folk speech, dialect phraseological dictionaries of the Russian language and dictionaries of Russian folk speech, which have become the basis of modern dialect phraseography; the subject is the dynamics of the formation and development of dialect and regional phraseography in the context of linguistic research. The work uses both general scientific methods – induction, deduction, analysis, synthesis, and proper linguistic ones – mainly a descriptive method.Conclusions and prospects of the study. Based on the given data, the author traces the inextricable connection of dialect phraseography with the theoretical and applied foundations of general literary normative phraseology and phraseography, lexicographic description of folk speech, paremiography, identifies and characterizes a number of stages in the formation and development of Russian dialect phraseography, focuses on the problems facing modern phraseographers.

A GENERALIZED TYPE OF THE LANGUAGE PERSON OF THE MIDWIFE IN THE RITUAL DISCOURSE OF THE BIRTH OF A CHILD

The article is devoted to the modeling of the linguistic personality of the generalized type of midwife, who takes an active part in all rituals of the Ukrainian rite of childbirth. In ritual discourse, this woman reflects the norms of ethnic linguistic culture. The purpose of our research was to analyze the linguistic personality of the collective type of midwife on ethnographic materials and materials of folk songs that accompanied the rituals in the rite of childbirth. The object was the linguistic and cultural personality of the generalized type of Ukrainian woman, who took an active part in antenatal and post partum rituals, as well as during childbirth performed all necessary work to save the lives of mothers and children. The subject was modeled on the verbal and nonverbal communicative levels of linguistic personality of the midwife, grandmother, as she was called by the people. In the process of work we used the following general and special linguistic methods: analysis and synthesis, descriptive method, as well as methods of induction and deduction; contextual-interpretive method and the method of modeling the language personality of the generalized type. The main attention was paid to the linguistic and spiritual state of this woman. In ritual discourse, the midwife reflects the norms of ethnic linguistic culture. The collective type of such a linguistic personality is represented by an elderly woman who can no longer have children. She is revered and respected not only in the village where she lives, but also far beyond. Her craft is passed down from generation to generation within the family. The midwife, who is often called the grandmother, is a connoisseur of sacred texts. The article analyzes the verbal and non-verbal means of communication through such texts with supernatural forces, including God and the Mother of God. Midwife has the secrets of folk medicine, she gives advice to the mother before childbirth, helps to correct the situation if there are complications during childbirth, and when the family already has children and parents do not want to give birth, prepares contraceptives for women. Grandmother is a good psychologist, she feels the woman’s condition during childbirth and calms her down with her words. The midwife’s dialogues or monologues have a suggestive effect on the midwife, who calls her mother, entrusting her life and the life of the child to the grandmother. The midwife is a modest and responsible woman. She can never refuse a request for help during childbirth: she gathers quickly and always has a set of ritual items that she carries with her. These are bread, holy water, candles, cloth, and so on. In turn, the new parents give the grandmother, who can, but always give bread and a towel. After that, the midwife becomes a member of the family, she prepares the first bath for the child, organizes a ritual of purification for herself and the mother, participates in baptisms and more. Folk songs preserve the glorification of the grandmother and the boundless gratitude for her work, which this woman always does conscientiously, without expecting a reward. The collective type of such a linguistic personality is characterized by knowledge of oral folk art, free possession of elements of folk speech. In the future, we see it possible to model a generalized type of linguistic personality of Ukrainian women in ritual discourse in a broad sense.

Своеобразие дворовых именований сельских семей в южнорусском говоре

In this research, a folk name-book is presented. The purpose of the study is to describe anthroponymic units that name rural families in the yard, which go back to female nicknames, given by appearance, speech and voice features, attitude to work, character traits and temperament, special skills, material condition, communication with a pet, name, culinary preferences, resemblance to famous people; establishing their semantic meaning; determining ways of education; clarification of the nominative and evaluative function, variable nicknames, demonstrating originality in the South Russian dialect of the small village of Vysoky, Voronezh region. The subject of the study is the yard naming of rural families in their diversity. Vysokovsky dialect and its features become the object. The language material is the folk speech of the old-timers and centenarians of the settlement, recorded by the author of the work during conversations in the field. During the study, methods were used: stationary observation, survey and interviewing, description, analysis and comparison. The results of the work are expressed in 46 onomastic units classified by value into 10 groups. Small and large groups, the method of formation and productive formants are indicated. It is proved that associations and emotional coloring are transferred to family and yard nicknames from those names to which they go back. It is concluded that the tradition of village communication through household names has been preserved to this day. Naming is based on a creative approach. This material is introduced into scientific circulation for the first time.

The encyclopaedia of V. I. Belov’s That’s How It Is [Privychnoe delo]: A monograph

The Encyclopaedia of V. I. Belov’s ‘That’s How It Is’ [‘Privychnoe delo’] appeared fifty years after the novella’s publication in the Sever journal (1966). An exhaustive product of seven researchers, the monograph earned its place among such landmark philological projects as The Encyclopaedia of ‘The Tale of Igor’s Campaign’ [Entsiklopediya ‘Slova o polku Igoreve’], The Onegin Encyclopaedia [Oneginskaya entsiklopediya], and The Oblomov Encyclopaedia [Oblomovskaya entsiklopediya] currently in preparation by the Pushkin House. The scholarly commentary reconstructs an impressive context in its historical, cultural, social, spiritual, and psychological dimensions. The encyclopaedia’s lexical scope comprises thousands of vibrant words of the distinctive Vologda dialect. The spoken language functions in a literary space, evoking the ancient culture of Russian folk speech. The metaphysical inseparability of Life and Soul engenders Lad (a harmonising category crucial for the writer) that receives a lot of attention in the encyclopaedia as its key concept.

Robert A. Georges (1933–2022)

Robert A. Georges (1933–2022)

Russian School of Poetic Translation: the path from letter to Image

The subject of the research in the article are the principles of literary translation of foreign authors in our country. The object of the research are the works of famous Soviet and Russian translators of foreign literature, as well as the views on the translation art of such outstanding researchers as K. I. Chukovsky, I. A. Kashkin, S. F. Goncharenko, A.V. Fedorov, E. G. Etkind, etc. Special attention is paid to the problem of translating folk speech. As an example, the authors of the article consider translations of the "Poem about One Day" by the Spanish poet and thinker Antonio Machado, made by I. Tynyanova and N. Gorskaya. Biographical, descriptive and cultural-historical methods were used in the work. The scientific novelty of the research is determined by the fact that for the first time a comparative analysis of two versions of the translation of one of the works of A. Machado is carried out. The relevance of this article is due to the importance of the problems of literary translation in Russian culture, the insufficient level of research of A. Machado's creative heritage in Russian Spanish studies and the lack of a detailed analysis of translations of his works into Russian. The main conclusions of the work confirm the refusal of domestic translators of foreign poetry from the "literalist" approach to translation, the desire to convey the spirit, images, and rhythm of the poetic text by means of the native language. This is also confirmed by the comparison of two ways of transmitting live folk colloquial speech in the analyzed translations.

REPRESENTATION OF BLACK RHETORIC IN ORAL FOLK WORKS

The article describes the influence of black rhetoric on human life. In oral folk speech, the emphasis is on providing black rhetoric and their interpretation. Recalling that the ancient Kyrgyz associated with magic or sorcery such hitherto unrecognizable questions of reality, in which everyone tries to assess everything that happens in nature in a reasonable way, we are talking about the fact that curses carry to some extent a didactic, educational burden.

The Soviet Lubok of the First Half of the 1920s as a Form of Propaganda among the Peasantry

The lubok of the 1920s is a little-studied page of Soviet art. The tradition of using lubki (popular prints) and folklore for revolutionary propaganda goes back to the 19th century. The first part of the article examines the cases of using the lubki in the revolutionary movement. The Narodniks were the first who used the lubok literature form for revolutionary propaganda among peasants. The Narodniks’ “ryazhenaya” (“mummer”) literature masked in lubok clothing both for the purposes of conspiracy and for attractiveness for the peasantry. Before the October Revolution, the lubok had been mainly used by the Narodniks and Socialist-Revolutionaries who positioned themselves as a peasant party. After the revolution, the Bolsheviks also used the lubok form when it was necessary to broadcast Marxist ideas to the countryside. For this purpose, they used Soviet popular prints (Soviet lubki) and lubok books (propaganda prints). The second part of the article is dedicated to Soviet popular prints. At first, the Soviet lubki were oriented in their pictorial form on old traditional folk prints, and in their texts — on folklore. They imitated folk speech and took over ditties (chastushki) from the new Soviet folklore. From the second half of the 1920s, the Soviet lubok started changing its form, transforming into a reproduction from realistic easel paintings. The third part of the article considers the lubok books and agro tales for peasants. There is shown that the Soviet lubok books in their form also resembled pre-revolutionary ones.

Socio-cultural phenomenon of childhood in the aspect of ethnopedagogy

The paper is devoted to the functioning of the socio-cultural phenomenon of childhood in the Pskov folklore discourse. Pskov tales were chosen as the object of study, since narrative texts are the most important units of communicative dialectology, and it is the dialect system of the national language that explicates traditional culture. A fairy tale is a result of collective creativity and at the same time retains individual creativity features. The work was carried out in the aspect of philological regional studies problems - the study of Pskov folk speech and Pskov folklore. The paper examines the traditional model of the family and its hierarchy as a basis for folk culture constancy, forms a collective image of the child, focuses on the issues of ethnopedagogy. The specificity of the material sharpens the discursive aspect of the topic and allows one to study verbal forms of being in the sphere of childrens, as well as the ways of its representation in the language. The authors come to the conclusion that fairy-tale texts reflecting the world of childhood are built according to the principle of oppositional relations, traditional for folklore genres. The dualism of good and evil, life and death, ones own and anothers act as culturological constants around which private transformations are built, reflecting the semantics of the subculture of childhood: parents - children, daughter - son, native - non-native, large families - childlessness and other oppositions. The subculture of childhood of the rural population of the Pskov Region appears as a complex socio-cultural phenomenon, organized according to the principle of binary oppositions, which is an integral part of traditional culture.

Мужской деревенский именник одного говора Воронежской области

The study is devoted to the study of a person in the aspect of the anthropocentric paradigm. The purpose of the study is determined by the description of male nicknames, given by name and surname in the dialect of the village of Vysoky Talovsky district of the Voronezh region, clarification of their meaning, metaphor names with associative links, determination of expressive-stylistic coloring, part of speech, ways of forming words. The subject of the study was the unofficial names of men and their reflection in folk speech. The object is the South Russian dialect. The linguistic material is the dialectal speech of older representatives, recorded by the author of the article in the process of direct communication. The work used the following methods: survey and interviewing, stationary observation, analysis, description and comparison. The research results are reflected in 90 anthroponyms that make up the village name list. In it, some street names act as metaphors and are associated with representatives of the animal world, birds, and objects of the surrounding reality. The expressive coloration of anthroponyms speaks of a different linguistic palette, from tenderness to rudeness. The illustration of the data obtained by means of the Russian dialect revealed the functioning of different ways of forming nicknames, among which the suffix and shortening of the surname are productive. The established tradition of communication between people in a rural environment is a convenient and stable structure over time. It became part of the local dialect system. The material is being introduced into scientific circulation for the first time.

Окказиональное слово- и фразеотворчество в художественной прозе С. А. Есенина

The language of Sergei Yesenin’s prose is still poorly studied. The article aims to analyze Yesenin’s individual authorial formations extracted by the method of continuous sampling from the story Yar, the short story “Bobyl and Druzhok” and the novella At White Water. The main methods of analysis were descriptive, component, and contextual ones. As a result of the study, we identified Yesenin’s individual authorial lexemes, bilexemes and phraseological units. We recorded occasional names of everyday objects, natural phenomena, as well as names of people, animals and body parts formed by suffixation, prefixation and suffixation, and composition. For the derivation of adjectives the writer uses suffixation (with various suffixes, sometimes unproductive), occasional patterns (with missing stages in the derivation chain), and composition. To coin verbs, Yesenin chooses mainly prefixation-suffixation and prefixation-suffixation-postfixation methods. He also adds a derivational morpheme to an onomatopoetic word, which is occasional by nature. When coining participles and adverbs, Yesenin uses mainly traditional schemes, but takes the stems of occasional and dialect verbs as generating ones. His adverbs are mostly lexical occasionalisms and are formed mainly by prefixation-suffixation. We also recorded authorial particles and interjections in Yesenin’s prose. A features of the writer’s individual creative manner is the presence of the so-called bilexemes his works. Yesenin’s prose contains occasional phraseological units, in which a unit’s component is replaced, a unit is part of a comparative construction with a completely replaced predicative component, a unit is broken, a unit’s composition is expanded, several units are combined, a unit is shortened or dephraseologized. A separate group is units with the concept “God” – these are modified set phrases and formations created by Yesenin himself. The structural and semantic analysis of the transformed and authorial phraseological units showed their main functions: emotive, evaluative, transmitting additional information and saving speech resources. Transforming a phraseological unit, Yesenin introduces various semantic clarifications, enhances expression and achieves a comic effect. Occasionalisms are found both in the author’s speech and in characters’ remarks. The performed analysis of Yesenin’s individual authorial formations from literary prose, as well as the appeal to the poet’s lyrics give us grounds to conclude that, for Yesenin, occasional words and phrasess are not just a means of expression, but an integral element of his individual style that, on the one hand, emphasizes the originality of his language, and, on the other, brings it closer to the poetic traditions of folk speech, which indicates the versatility of Yesenin’s talent.

WOMEN'S UNOFFICIAL NAMES IN VYSOKY VILLAGE AND THEIR REFLECTION IN THE DIALECT PICTURE OF THE WORLD

Statement of the problem. The study examines the anthroponyms that represent women in appearance, inferiority, speech and voice, character traits, temperament, culinary preferences, occupation, position, attitude to work, and their reflection in the dialectal picture of the world of the inhabitants of the small village of Vysoky Talovsky district of the Voronezh region In the process of work, the peculiar features and characteristics of the image of the fairer sex were determined, which are approved and disapproved in the village society. The appeal to the living folk speech, functioning in the mouths of the indigenous villagers, with the aim of studying with the subsequent preservation of linguistic materials, is relevant, since it contains modern information about a whole generation of people and their relationships in the team. Results. During the survey, 43 unofficial names were described, represented by 7 thematic groups. The most productive group has been identified - anthroponyms, data on a person's appearance, and the smallest - street naming for inferiority. It was revealed that 5 people have 2 nicknames, 1 woman is considered the owner of 4 nicknames, which she received for features of appearance and behavior. The names-metaphors, marking their carriers, have been established. They are represented by a multitude of emerging associations: with a dragonfly, a planet of the solar system, an installation for processing meat or fish, an ironing object, a river, a weapon, a bird, a poisonous plant, a supervisory institution, a rock band, etc. Functioning anthroponyms are expressed by nouns and adjectives, formed in two ways: suffix and base addition. With the help of the considered lexical units, an ideal female image with its inherent features is presented. The qualities of its antipode are demonstrated. Conclusion. The carried out research has determined the use in the folk language of the peculiar street names of women, which are part of the dialectal picture of the world of Vysochan. It is subject to certain conventional norms and rules, known only to local residents, developed by themselves for convenience in interpersonal communication. The reflection of the picture of the world through nicknames testifies to the rich vocabulary, imagination and fantasy of dialect carriers. It also reveals the state of the local dialect in our time - living, actively developing, original. The world of each and every one individually, naturalness and simplicity - such is the content of the picture of the world of a village man. The presented research supplements the few available works of Voronezh linguists-dialectologists and onomasts and contributes to the study of local anthroponymy.

Oriental Elements of Russian Folk Speech and Folklore

This study analyses the Eastern character of the Russian folklanguage and folklore which connected whith the character of national mentality. The cultural contacts of Russian people with the Turkish and Finno-Ugrian people in the Volga basin were presented by N. S.Troubetzkoy (1927) who formed the new theory-from Russian culture. Our scientific investigation of the Russian folklanguage and folklore is motivated by the works, which demonstrated the insufficiency of this domain. The results of our comparative investigation prove the Eastern traits of Russian folklanguage and folklore, namely, we discovered the parallel structures in the Eastern languages and folklore.

A Study of Bagobo Tagabawa Folk Speech Using Murdock’s and Eugenio’s Classification

Around 60, 000 in number, the Bagobo people constitute one of the indigenous peoples in Davao, Philippines. This study analyzes the Bagobo Tagabawa folk speech, specifically their proverbs and riddles. Also, this study aims to help in preserving the Bagobo Tagabawa folk speech and fostering a better understanding and appreciation of their life, literature, and people. The researcher analyzed the 90 proverbs and the 97 riddles in form and style using the classification of the riddles of George P. Murdock and the category of proverbs used by Damiana Eugenio. The concept of cultural anthropology by Franz Boas was employed in the study to determine the cultural contents of each literary piece of the said indigenous group. Findings reveal that the Bagobo people have rich and varied folk literature, constituting an important part of Philippine national literature that could vanish amid modernization. This study has contributed to the preservation of the cultural materials of the Bagobo Tagabawa. Thus, it is hoped that it will make it easier for non-Bagobo Filipinos and the rest of the world to know and appreciate Bagobo folk speech. Furthermore, the researcher recommends that this study be disseminated among folklore enthusiasts to enrich the Bagobo Tagabawa folk speech analysis. This research can help the National Commission on Indigenous Peoples (NCIP) promote, protect, and recognize the culture of the indigenous peoples, particularly in the territory of Mindanao.

Evolution of the scenic speech in the domestic cultural and historical process

The purpose of this paper is to examine the evolution and transformation of Ukrainian scenic speech according to the scheme: folk speech — literary speech — scenic speech in the context of the historical and cultural process.
 The relevance of the research is that the analysis of the peculiarities of the Ukrainian scenic language, the study of its formation and its role in the domestic cultural process will help overcome the crisis of speech culture caused by ethnic heterogeneity and politics of modern Ukraine.
 The methodology. The author has used historic and theatric approaches that made it possible to identify the characteristics of scenic language as an important component of the culture of the ХХ century, which allows us to explore the relationship between the current state of the scenic speech with the language culture of the XXI century. Also chronological analysis was used, which allows to reproduce the process of evolution of the Ukrainian scenic speech in chronological order.
 The results. As a result, we can introduce the evolution process of the Ukrainian language according to the scheme: folk language — literary language — scenic language. The historical and cultural reasons of the language situation in Ukraine from the beginning of the Christianization of Kyivan Rus’ to the present are analyzed. Special attention is paid to the period of the end of the XIX — first half of the XX century as the most important stage in the formation process of the general principles of the scenic speech in the context of the historical and cultural process.
 The topicality. An attempt is made for the first time to identify the main phase of the formation of scenic speech in the context of the historical and cultural process.
 The practical significance. The key results of this research can be used by theaters and higher educational institutions of culture and art of Ukraine for further improvement of studying, researching process and practical activity.

Тайная «Страна Бондалетия» (Рецензия-обзор на сборник памяти Василия Даниловича Бондалетова)

In the paper, the collection of scientific works and memoirs of colleagues and students of Professor Vasily Danilovich Bondaletov is described. The analysis of the articles presented in the memorial collection shows that the directions of the studies of V.D. Bondaletov reflect promising trends of modern linguistics: the study of social dialects, argotic vocabulary, folk speech, onomastics, stylistics of the Russian literary language. Considering the two-part composition of the collection, which combines biographical notices and scientific studies, the author denotes the importance of memorial publications for the academic sphere and comments on the possible readers of the collection, such as linguists, historians, culturologists, and other specialists.

LINGUISTIC AND DIDACTIC FUNDAMENTALS OF DEVELOPING PUBLIC COMMUNICATION SKILLS OF STUDENTS MAJORING IN NON-LINGUISTIC SPECIALITIES

Developing communicative competence of future teachers majoring in non-linguistic specialities is a priority of the progressive educational paradigm. Nowadays in linguodidactics the perfect mastery of professional communicative skills, the skill of text creation in different discourse conditions is especially relevant. Taking into account the linguistic and didactic characteristics of higher education seekers is the basis for the development of public communication skills that correlate with the requirements of the time, the needs of society, the tasks of modern education.
 Substantiation of the phenomenon of “public communication” in terms of linguistic didactics is important for the development of guidelines, concepts and models for teaching the theory and practice of public communication, for the selection of effective methods and techniques. Speech is a necessary basis for thinking. Public communication especially foregrounds significant mental-speech operations: analysis, synthesis, abstraction, concretization, reproduction of material, text creation. The method of developing public communication skills focuses on solving problems related to the perception of educational material, awareness of the essence of rhetorical concepts, text creation. Effectiveness is ensured by synergy with psychological research on the patterns of mental operations that underlie the perception, memorization and reproduction of prepared material. Approaches to the development of public communication skills are largely based on well-known ancient theories, including those based on folk speech culture. The analysis of the basic concepts of classical rhetoric and practice of public communication (logos, ethos, pathos and topos) require innovative methodological and methodical elaboration and directing at the communicative competence of the contemporary teacher majoring in non-linguistic specialities.
 The character of the linguistic personality is determined by typical communicative national features, existing in the form of thought forms / formulas, concepts, value lexical and semantic dominants. The university should ideally mould a speaker ready for different types of public communication, to create a discourse in any time and space, who knows language norms and communicative qualities of oral and written speech as indicators of speech culture, text technology, speech etiquette. Age features, openness to the perception of information, self-expression in competitive speech situations, ambition, search for authority, the desire to overcome negative stereotypes in the perception of the teaching profession are the very linguistic and didactic aspects that should be relied on while working on communicative competence. We see the prospect of further research in the development of a system of work on the development of the idiosyncrasy of public communication which underlies the formation of a personal brand of the teacher.

Ethnolinguistic nature of folk etymology and taboos

The purpose of the article is to analyze the Ukrainian nominations due to the internal form of the word. The names of literary language and vernacular on the basis of ethnolinguistic phenomena – folk etymology and taboos are involved in the analysis. The relevence of the study is due to the need to clarify ethnolinguistic phenomena associated with ambivalent tendencies – the vivid imagery of the word and its concealment and reproduction in linguistic concepts. Research methods. In the article as the main general scientific methods of analysis and synthesis are used, as well as linguistic – descriptive, structural and comparative and historical methods. Conclusions. For ethnolinguistics the phenomenon of folk etymology is important, which testifies the desire of speakers to explain the name, illustrates the subconscious attempt of native speakers to poetize the word, to inspire the word with poetry. In folk speech etymology motivates primarily toponyms and nicknames of people. Under the influence of folk etymology the literary language and folk words change their sound composition. Ethnolinguistic character has such a phenomenon as taboo: the word "hides" the internal form. During the Christmas holidays the speakers of the Bukovinian dialects had a taboo on the pronunciation of the word poppy. Taboo was widely used in folk birth rites. Euphemisms are associated with the phenomenon of taboos. In vernacular the word “devil” has many “substitutes”. Periphrases are close to euphemisms. In literary language there are established periphrases which emphasize the feature of the concept.