Free Associative Experiment Research Articles

Асоціативні образи медіа і журналіста в мовній картині світу майбутніх педагогів

Media is an important component of the information society. The need to protect the territorial sovereignty of Ukraine after the full-scale invasion of the aggressor state, countering the hybrid war increased the importance of mass media. The object of our research is the associative image of the key concepts of the media industry - media and journalist, in particular, semantic shifts in these words, new connotative layering in the collective consciousness of Ukrainians. The purpose of the article is to analyze the associative images of the media and the journalist in the language picture of the world of higher education graduates of pedagogical specialties; on the material of a free associative experiment, associative fields of stimulus words were constructed, the most frequent, repeated and single associates were singled out and characterized. A free associative experiment was chosen as the main research method to collect reactions to stimulus words; descriptive and structural methods were used to analyze the associative field of the words media and journalist; statistical – for processing the obtained results, establishing the quantitative characteristics of the elements of associative fields. Results. The most frequent associations recorded because of the experiment are only partially correlated with the lexicographic characteristics of the stimulus words. Repeated reactions of future teachers represent semantic shifts in relevant concepts and connotational layering, which are relevant in the language consciousness of students of higher education. The associative fields of lexemes consist mainly of single reactions, a small number of which reflect the realities of martial law and well-known media figures. Such results of the associative experiment indicate the need to adjust and deepen the work with future teachers regarding the understanding of the information space, structure and content of the media. Originality. The relevance of our research is determined by the fact that the concepts of media and journalist are socially significant; they belong to the active composition of the lexical system, actualized in language practice by complex transformational processes in society. Among 262 reactions to the media stimulus word, 122 different associates were established. Modern lexicographic sources and industry reference publications equate the concepts of media, mass media. The associative image of the media in the language consciousness of future teachers primarily relates to information and channels and methods of its transmission, a significant part of the participants of the experiment expanded the concept. The associative field consists mainly of single reactions (79.5%). As a result of the free associative experiment, 286 word-reactions to the stimulus word journalist were obtained, of which 167 different associates, the most frequent reaction is news, single reactions make up 85.6% of the associative field. Repeated associates represent the image of a journalist in the language consciousness of future teachers, highlighting the conditions of professional activity and its results. The researched associative fields represent social stereotypes in the assessment of the media and the journalist.

PSYCHOLINGUISTIC INTERPRETATION OF THE CONCEPT OF HOME: UKRAINIAN REALITIES

Since the beginning of the war, Ukrainians have suffered many heavy losses and painful changes. One of the such changes in the usual way of life were forced to move to safer zones for accommodation, search for shelter, temporary home, which are the basic value in the psychomental environment space of Ukrainians. However, it is this concept that has undergone moral and ethical changes in the realities of war, semantic transformations in the conceptual and linguistic picture of the world of our compatriots. Identify this dynamic, find out the semantic dominants of awareness the analyzed concept, the vectors of its perceptual characteristics provides an opportunity to psycholinguistic interpretation, primarily an associative experiment that makes it possible obtaining "live", up-to-date models of processes of deep reconstruction of the environment the world. The object of research is the associative meaning of the concept of HOME as the basic one in the system value coordinates of Ukrainians, the subject is the perceptual specificity of this concept in the conditions of the Russian-Ukrainian war. The leading method used in the work was experimental-a free associative experiment, as well as an analysis of the obtained results and further synthesis for obtaining objective generalizations and verification author’s hypotheses related to the assumption of semantic dynamics of basic concepts under the influence of crisis exogenous factors. Component-based methods are also applied, descriptive and comparative analysis. Theoretical value and scientific novelty of the obtained results the results are determined by a certain contribution to the deepening of theories of psycholinguistics, semantics, linguoculturology, in particular problems of factors of dynamics of perceptual processes, their influence on the semantic transformations of basic concepts in projections on the specifics of the national mentality. The practical significance of the conducted research can to be implemented in the educational process in appropriate lecture courses, in lexicographic in practice and in the scientific work of applicants for higher education at various levels. Actual the material includes more than 200 reactions received from respondents from different social groups. The results of the free associative experiment, where the stimulus was HOME allowed us to form its associative field (2022), identify coincidences and discrepancies in the perception of the analyzed concept with the corresponding field represented in Ukrainian associative dictionary S. Martinek (2002-2005), find out the semantic dynamics and emotional-expressive halo of the word-stimulus in various extralingual conditions. So, it is common to understand the HOME as a ‘place of family’, ‘place of residence’, ‘apartment’, ‘room’, ‘house’, which dominate the structure of the associative field of the early 2000s. However, there are fewer semantic-related reactions in the 2022 associative field ‘home-house’, and much more reactions that have non-constant, neutral character, and show feelings, emotions in relation to this concept, having a bright connotative, for example, home is comfort, warmth, peace, protection, safety, comfort and others, as well as typical reactions only for modern realities like security, Ukraine, which illustrates heightened in the realities of war awareness of seemingly ordinary phenomena, but in reality — conceptual and fundamental values.

Associative field of the concept “power” in the social consciousness of young Ukrainians

Introduction: The concept of “power” is a fundamental element of social consciousness, shaping the worldviews and actions of individuals and collectives. Understanding how this concept is constructed and perceived within a particular linguistic and cultural community offers insights into the nation’s historical development and future trajectories.Objective: to investigate the associative field of the concept "power" in the mentality of young Ukrainians aged 17-20, elucidating the conceptual features of this social phenomenon that have emerged in the linguistic thinking of the country’s new generation.Methods: The main method employed was a free associative experiment with 100 participants aged 17-20, complemented by content analysis of a corpus of Ukrainian journalistic texts. Mathematical calculations established quantitative ratios, while descriptive methods facilitated result presentation.Results: The fundamental associative reactions of the notion were identified through analysis as follows: democratic, governing, state, money, and Verkhovna Rada. The youth’s practical, pragmatic perspective of power is suggested by a higher proportion of conceptual and figurative linkages over evaluative ones. Concentration in an elected body, democratic underpinnings, administrative responsibilities, political party and oligarch influence, and corruption were among the key philosophical elements. Disparities from the public conversation surfaced, including attributions of impunity, conflict, slyness, and indifference.Conclusion: The research exposed young Ukrainians’ critical evaluations of authority, which acknowledged the necessity of social supervision but denounced the institution’s ties to political parties and corrupt tendencies. Extensive research on national mindset is essential to precisely predict state-building orientations and processes in an independent Ukraine

Безопасность как ценность в российском обществе: диахронический аспект

The article is devoted to the study of the concept “safety” as a value in the Russians’ individual and public linguistic consciousness. The authors present the results of the research, the purpose of which was to reveal the content of “safety” concept and related concepts in the linguistic consciousness of Russian culture-bearers in different socio-political situations. The method of “Semantic gestalt” (proposed by Yu.N. Karaulov) and free associative experiment were used as research methods. The experiment was carried out in three stages, during periods of various global world upheavals, namely: 1) 2012–2013, the spread of terrorist attacks, 2) 2020–2021, the coronavirus pandemic, 3) 2022–2023, the beginning of a special military operation in Ukraine. The results of the research make it possible to describe the internal meanings that lie behind the studied images of consciousness and to trace transformations in their content.

Новые формы прецедентного текста в современной интернет-коммуникации

The article examines the phenomenon of precedence in modern communication conditions, among the characteristics of which the authors note “text violence” as a process of perception and interpretation of information in the absence of the recipient’s conscious intention and need to perceive the content of the text. It is noted that within the framework of Internet communication, individual “text violence” is one of the sources of precedence. Thus, Internet communication is considered as a source of new precedent texts and as a tool for their forced introduction into the consciousness of communicants. The authors distinguish three levels of precedence: auto-precedent, social-precedent and national-precedent levels. As a precedent text, this article examines the erratives included in memes and, therefore, they have become widespread and entrenched in the speech of communicants. The authors classify erratives of this kind as a group of precedent erratives, while the second group consists of occasional erratives generated by the user directly during a communicative act. In order to identify the images generated in the minds of recipients when perceiving errative units used in precedent Internet texts, the authors conducted an associative experiment. A quantitative analysis of the experimental material demonstrates that most of the subjects are not only familiar with the precedent memes proposed to them, but also understand them in the form of erratives, offering their own interpretation. Only a small part of the participants made an attempt to edit the erratives according to the norms of the Russian language. Qualitative analysis of reactions obtained during free associative experiment allowed the authors to divide the resulting reactions into two groups: “acceptance” and “non-acceptance” by the communicants of errative precedent texts. In conclusion, it is stated that the errativization of modern communication and the acquisition of the status of precedent text by erratives through their popularization is an ongoing process.

Formation of the Associative-semantic Field «Covid-19»

This article deals with the problem of formation of the associative-semantic field “Covid-19” focuses on the peculiarities of the perception of the associative field “Covid-19”. The article describes a linguistic experiment that made it possible to identify frequency reactions to the concept of “Covid-19”, reflecting the peculiaritiesof the perception of this concept by different groups of respondents (the groups of the free associative experiment are divided into the following subcategories: age, gender, employment). The article presents the resultsof a free associative experiment, which make it possible to form the associative field of the analyzed concept and to identify the thematic dominants of the reaction field that are significant for the participants of the questionnaire. As a result of the linguistic experiment, the hypothesis was confirmed that the associative experimentreveals a change in the dynamics of association to the concept of “Covid-19”, that is, the results of a comparison were obtained: what reactions were immediately after the pandemic and how they have changed now.

Conceptualization of Shame in the Kazakh Linguistic Culture: Psycholinguistic Study

The article deals with the concept of shame as an integral part of the Kazakh culture and mentality. It embeds in the upbringing of a child and covers the whole life of the representatives of the Kazakh language and culture. The study is aimed at exploring the concept verbally represented by the lexeme “ұят” (shame) in the linguistic culture of the Kazakh nation. Mixed methods research combining lexicographic analysis, semantic and cognitive analysis, and a psycholinguistic experiment was conducted to determine the meaning, content of the concept of shame in the Kazakh language and its impact on daily life and culture of the nation. The participants of a free associative experiment, administered via Google Forms, included 63 representatives of the Kazakh language and culture (19 male, 44 female) aged 17-45 years. The participants of the experiment were asked to provide associations (words that came to their mind as reactions) to the stimulus word “ұят” (shame). The number of associations was not limited. The experimental data were quantitively analyzed and further categorized for modelling the associative field of the concept under study. The results of the study demonstrate how extensive and diverse the concept of shame in the Kazakh linguistic picture of the world is.

The image of Russia in the minds of native speakers of the national Syrian version of the Arabic language

The present study is devoted to the reconstruction of the image of Russia in the minds of native speakers of the national Syrian version of the Arabic language on the basis of data from a free associative experiment with a word روسيا ‘ Russia’. The purpose of the article is a semantic analysis of associative-verbal networks of the associative field روسيا ‘ Russia’ and the identification of frequency, collective characteristics of the image of Russia, as well as the analysis of individual representations of respondents based on the material of individual associates. The conducted free associative experiment made it possible not only to reconstruct a significant fragment of the Syrians' linguistic picture of the world – the image of modern Russia, but also to identify common, average representations of speakers of Syrian linguistic culture due to the following extralinguistic factors: military-political, cultural, scientific and educational contacts between Russia and Syria in the last few years. The main research method was a free associative experiment conducted using the Google Forms resource. 116 Syrian citizens, aged 18 to 60, who are receiving or have received higher education, were interviewed. The respondents were asked to write 3 first reactions to the stimulus روسيا ‘ Russia’. An analysis of the data obtained showed that, first of all, in the minds of speakers of the Syrian linguistic culture, Russia is a cold but beautiful country that is a reliable friend and ally of Syria. It should be noted that among the 319 reactions obtained, only 3 differ in a pronounced pejorative value. For Syrians, Russia is a country with a rich history, diverse culture and vibrant traditions, a country that provides an opportunity for personal development, including higher education. It was also found that for Syrians, the image of Russia is strongly associated with its capital, Moscow. In general, it can be argued that an exceptionally positive image of a strong and independent Russia has developed in the minds of speakers of the Syrian linguistic culture. The prospect of the study is to conduct an associative experiment with Russian-speaking respondents to reconstruct the image of Syria in the minds of native speakers of Russian linguistic culture and compare the results with those given in this article.

Actualization of Interpretational Potential of a Common Noun with Abstract Semantics (based on an Associative Experiment)

The article proposes the following idea: a word (common noun) is a component of the interpretational activity of the addressee perceiving the lexeme and creating interpretational speech utterance. The language speaker’s association appears as a condensed (potential) interpretational discourse. The results of a free associative experiment are presented. Common nouns with abstract meanings were used as stimuli. Key lexemes were obtained, allowing for the unfolding of a discourse of a common noun with abstract semantics. Using the associative series of lexemes ‘fear’ and ‘pleasure,’ referential areas actualized during the realization of the interpretational potential of the lexeme were described. The analysis of the semantic structure of the mentioned lexemes showed that the obtained associates actualize both direct (dictionary) and indirect (interpretational) meanings of words. A significant portion of the obtained reactions demonstrate meanings not fixed in the dictionary entry. This proves that during interpretation, there is a complication of the semantic structure of a common noun, where the initial (dictionary) meaning is supplemented and enriched with additional components related to personal meanings, values, existential attitudes of the interpreting subject.

Образ мира сквозь призму оценочной лексики: трендовое исследование

The article describes the subjective semantics of the associative fields of two axiological stimuli and their role in the formation of the image of the world of Russian speakers of different ages in the trend mode. The associative fields “good” and “bad” are explored in the aspect of sociocultural changes in the axiological part of the image of the world among students of four generations. The research material was taken from the corresponding associative fields of the Dictionary of Associative Norms of the Russian Language ed. by A.A. Leontyev 1977), Russian Associative Dictionary ed. by Yu.N. Karaulov (2002), Russian regional associative base (Siberia and the Far East) ed. by I.V. Shaposhnikova 2008–2023), as well as the results of free associative experiments conducted by the authors in 2023. The purpose of the article is to analyze the associative fields of the stimuli good and bad in the indicated dictionaries and in the free associative experiment (2023); to identify common and different perceptions of these stimuli by native speakers of the Russian language from the point of view of time (the line of generational changes); determine the features of the subjective semantics of the vocabulary under study taking into account stable / dynamic components and the specifics of reflecting changes in the image of the world (the general line of trend research in semantics). The use of a trend approach to establish zones of constant response and possible reasons for changes in the subjective semantics of stimuli made it possible to consider the “associative profile” of images of consciousness that is “specific” to a given culture and language (N.V. Ufimtseva), to identify the sociocultural differences of respondents that influenced their image of the world, connect with changes in life and the historical situation in Russia, the expansion of civil liberties and freedom of speech, the transformation of interests, value guidelines, attitudes towards work and education, the active introduction of foreign cultural values, the spread of borrowed and slang vocabulary. It was found that some of these differences can be traced in dynamics from generation to generation and show in which direction the axiological part of the image of the world is changing.

Transformation of the Basic Value Mitleid (Compassion) in German Linguoculture

Today, scientists from various sciences are studying the content of basic values. At the same time, scientists believe that values, being a factor consolidating society, should remain stable. The linguistic analysis used in the work indicates a rapid change in values in modern linguistic culture, which begins with a change in the emotional-evaluative component. Diagnostics of such processes is extremely relevant. The purpose of the study is to determine the psychologically relevant content of the basic value Mitleid (compassion) in German linguistic culture, as well as its dynamics. The main research method, along with the method of semantic analysis, is a free associative experiment, which is considered an effective method for determining the content of a word that represents the basic value with the same name. A free associative experiment was conducted with speakers of German linguoculture in 2023. Respondents aged 17 to 23 years old had to give the first reaction that came to mind to stimulus words nominating basic values of the same name, among which was the word Mitleid (compassion). Due to modern extralinguistic conditions, the free associative experiment was conducted in the format of Google questionnaires. During the experiment, 614 reactions were obtained. As a result of the study, it was found that a large number of conceptual reactions indicate the respondents’ understanding of this concept and indicate the assimilation of this concept and the ability to explain it. At the same time, the data obtained indicate the absence of this concept in the speech activity of individuals, as well as the dynamics of basic value, which manifests itself in negative reactions.

Sociolinguistic Insights from Free Associative Experiment Data

This study delves into the intricate relationship between language, cognition, and society by employing a multidimensional approach. It combines free associative experiments and sociolinguistic analysis to offer a nuanced perspective on concept configuration. By focusing on the intersection of sociolinguistics and psycholinguistics, the research explores how sociocultural factors influence the way individuals associate concepts, exemplified through the study of “Altruism” in English native speakers. The findings underscore the significant impact of variables like age and gender on the concept configuration, revealing the fact that social variables shape linguistic consciousness. This integration of methodologies provides a comprehensive understanding of the concept configuration, emphasizing the need for a multidimensional approach in the study of language intricacies. In summary, this article highlights the importance of merging free associative experiments and sociolinguistic analysis to unravel the influence of social factors on concept associations. It contributes valuable insights into the dynamic nature of language, cognition, and society while emphasizing the relevance of age and gender variables in such investigations. This research lays a foundation for further exploration in the fields of sociolinguistics and psycholinguistics.

ТРАНСФОРМАЦИЯ ОБРАЗА СТАРИКА В СОЗНАНИИ МОЛОДЫХ НОСИТЕЛЕЙ РУССКОЙ ЛИНГВОКУЛЬТУРЫ

The purpose of this article is to model the image of an old man in Russian linguistic culture, that is, to identify the conceptual, figurative and value features of the OLD AGE concept, verbalized by the old man lexeme. The main research methods are: conceptual and definitional analysis of the old man lexeme based on the material of lexicographic sources and reconstruction of associative-verbal networks of the lexeme-verbalizer of the concept; the analytical algorithm also includes the method of free associative experiment. The study revealed significant changes in the consciousness of young Russian speakers in perceiving of the old man stimulus. Semantic transformations primarily affected the value and figurative signs of an old man, namely: reactions describing the appearance of an elderly person became frequent: a gray-haired grandfather with a beard leaning on a cane. It was also found that in the minds of young speakers of Russian linguistic culture, the old man appears to be a kind, weak, sick, lonely person in need of help from others. Russian linguistic culture speakers’ consciousness can be penetrated by the results of the study and the potential associative characteristics of a significant fragment of the Russian linguistic world view can be reconstructed.

The Image of the Family in the Minds of Russian-Speaking Representatives of the Republic of Kyrgyzstan

The article deals with the identification of the image of the family in the minds of the Russian-speaking representatives of the Republic of Kyrgyzstan and with the comparison of the resulting image with the image of the family in the minds of representatives of Russian culture. The relevance of the study is determined by the insufficient research of the Kyrgyz linguistic picture of the world from the point of view of psycholinguistics.Free association experiment and semantic gestalt technique were key research methods. The author analyzed 259 associations obtained in the course of a free associative experiment and the results of a directed associative experiment in which 82 participants took part. The identification of the image of the family concept in the minds of the bearers of Russian culture was based on the the associations recorded in the associative dictionaries of the Russian language (the Russian Regional Associative Dictionary Thesaurus and the Slavic Associative Dictionary) were analyzed. A total of 1130 associations from two dictionaries were analyzed. The data obtained during the free associative experiment, as well as the associations recorded in lexicographic sources, were analyzed using the semantic gestalt technique of Yu. N. Karaulov.As a result of the study, the structure of the associative field of the stimulus word family among representatives of modern Kyrgyz culture was determined. In the course of a comparative analysis, similarities and differences in the associative gestalt of representatives of Russian and Kyrgyz culture were identified.The theoretical and practical significance of the work is due, first of all, to the fact that the methodology used in the work, can be successfully applied in organizing and conducting further psycholinguistic research of both the Kyrgyz and any other culture. The obtained results can be used in the course of studying courses in the theory of language, psycholinguistics, linguoculturology, intercultural communication.

The problem of dictionary interpretation of the names of natural objects in the context of data from an associative experiment

Background. Difficulties in constructing dictionary definitions for nouns — nominations of natural objects — are caused by the fact that in the process of learning about such realities, people discover many different aspects of them. Among them, it is difficult to single out those that could be considered the most essential or integral. Because of this, the definitions of the same language unit in different dictionaries differ significantly in terms of the number and content of differential features.Contribution to the research field. The authors have the idea of identifying correlations between the results of associative experiments and the content of the definitions of natural objects, which are given in explanatory dictionaries of various languages.Purpose. The purpose of the study is to show to what extent data on a certain natural object, obtained directly from the native speaker of linguistic and cultural consciousness during associative experiments, correlate with definitions in general (non-terminological) dictionaries.Methods. A free associative experiment with further analysis of its results, a component analysis of definitions from explanatory dictionaries, as well as procedures for comparing the data of the experiment and the results of the component analysis were applied.Results. The authors came to the conclusion that in the minds of speakers of the Ukrainian language, the concept of a comet is represented as a complex combination of minimal scientific knowledge and ideas, which are transmitted in society mainly orally as elements of traditional folk culture. The analysis of 14 definitions, which were selected from dictionaries of Bulgarian, English, Polish, Russian and Ukrainian languages, showed that lexicographers prioritise scientific knowledge about the comet, ignoring the pragmatic meanings that speakers associate with this celestial body.Discussion. The authors of the study believe that a direct appeal to the consciousness of the speakers by means of an associative experiment can give lexicographers information about the current ideas of the speakers about certain realities. The experiment allows identifying those conceptual features that have the status of being relevant.

Relevant content of the basic value <i>Liebe / love</i> in the German linguoculture

The object of the research is the associative field of Liebe / love, representing the same basic value, the subject is the psychologically relevant content of the value, as well as the content dynamics of the basic value, reflected in the nature of the associates. The aim of the study is to establish the psychologically relevant content of the basic value of Liebe / love in the German linguoculture. A free associative experiment is used as the main research method. The experiment was conducted with representatives of the German linguoculture at the age from 17 to 23 in Vechta, Potsdam, Baden-Baden and Freiburg in 2022. The stimulus word Liebe was followed by 200 reactions, which we are going to share in accordance with the research methodology for reaction-concepts, reactions-representations, emotional-evaluative reactions, formal and cultural reactions. The research is based on sequential comparison of data from lexicographic sources (including etymological sources) and data from a free associative experiment. The author verifies the obtained results using an inverse associative experiment. Research data can be used in sociological research, in teaching translation studies, intercultural communication, cultural linguistics, ethnopsycholinguistics, in a practical course of the first foreign language (German), in a workshop on the culture of verbal communication, etc. The obtained data can be used in the development of various types of educational manuals and educational reference books. The results of the study have shown that the concept Liebe / love is relevant and significant for representatives of the German linguoculture. Moreover, it is realized in a variety of reactions-representations reflecting the individual experience of respondents. The relevance of this concept is verified by the data of the inverse associative experiment. However, the meaning of the concept Liebe / love, which represents the basic value, changes: the correlation between love and the object of love becomes relevant. Liebe / love unites other value characteristics for the respondents: trust, loyalty, harmony, attention, tenderness towards another person on the basis of common value integrative characteristics. It also has a positive connotation for the respondents.

Семантика фразеологизмов как объект психолингвистического описания (на примере устойчивых сочетаний из древнегреческих мифов с компонентом «имя собственное»)

The aim of the research is to develop a methodology for describing the semantics of phraseological units in the Russian linguistic consciousness. Using the example of set expressions borrowed from ancient Greek mythology with a proper name component (the Augean stables, Achilles’ heel, herostratic fame, the prophetic Cassandra, the Trojan horse), the paper demonstrates the potential of using the results of psycholinguistic experiments to describe the psychologically real meanings of phraseological expressions. The psycholinguistic meanings of the studied units are formulated based on the semantically interpreted data from a free association experiment. The paper compares lexicographic and psycholinguistic definitions. The research is novel in that it is the first to develop a methodology of psycholinguistic description of the semantics of set expressions in the everyday linguistic consciousness of Russian native speakers, to determine the types of psycholinguistic sememes in the set expressions. As a result of the research, it has been found that the psycholinguistic meaning of each phraseological unit in the linguistic consciousness of the native speakers is wider than its lexicographic version. Three types of psycholinguistic sememes of the phraseological units have been identified: phraseological, mythological and contaminated.

The image of Russia in the Minds of Modern Youth Through the Perception of the Stimulus Words "Globalization", "Culture" (Based on the Materials of an Associative Experiment)

The article is a comprehensive analysis of the image of Russia, based on theoretical research and the results of an associative experiment conducted with two groups of subjects: the main (17-25 years old) and control (26-50years old). The aim is to study the perception of the image of Russia in the context of modern globalization and the change of the socio-cultural paradigm. The object of study is representatives of the modern generation of Russianyouth. The subject of the study is the image of Russia formed in the minds of modern youth under the influence of external and internal factors. The relevance of the research is due to the need to study the relationship in the triad of man-culture-globalization, in which an active youth stratum occupies an important place, acting as an indicator of public mood and a determinant of cultural values. The novelty of the research lies in considering the image of Russia through the prism of perception of the words-stimuli "globalization", "culture" according to the results of an associative experiment carried out using two methods – a free associative experiment and a directed associative experiment. The analysis of the obtained data is carried out within the framework of an interdisciplinary approach: psycholinguistic, linguophilosophical and sociological. The method of hermeneutical and comparative analysis of the words image and εἷδoς is used. The question is considered: what dominates in the linguistic consciousness of representatives of modern youth regarding the image of Russia: "image" as an artificial construct imposed from the outside, or constructed by the efforts of the mind and spirit of "eidos"? According to the results of the study, a number of associative reactions to stimulus words were obtained, showing that the image of Russia in the representations of the main age group is formed mainly under the influence of external factors caused by the modern media space (Internet, social networks), and not as a result of internal factors (the work of will, spirit and mind).

Комуникативни и социокултурни особености на представата за успех сред дигиталните потребители в България

Abstract: The paper presents the results of a survey among digital consumers in Bulgaria. The text proposes a concept of a four-dimensional model of the perception of success among digital consumers in the country. The model includes four sociocultural categories: well-being, happiness, achievement and social capital. The hypotheses are, first, that the sociocultural notion of success includes concepts belonging to at least one of the four dimensions of the success model; second, that the notion of success is associated with topics in respondents' daily lives, such as income size and employability. The aim of the study is to approbate whether and how many of the replicated associations fall into the four sociocultural categories. The study was conducted from January to June 2023, it covers 265 Bulgarian citizens who use the social networks Facebook (Meta) and LinkedIn. The methodology includes a combined questionnaire of a free association experiment and a close-ended questionnaire. The paper communicates some of the results of the free association experiment. According to the results the respondents’ answers belong to all four categories of success. There is a significant difference in the total number of reactions, produced by men and women, which belongs to the social capital category. The following conclusions are drawn at the end of the paper: the digital generation needs to understand its own values and attitudes to have a better quality of life; knowledge of notions of success is useful for team managers and HR professionals; and the new digital generation’s motivation differs from that of the so-called analogue generations. Keywords: success, sociocultural feature, digital users, associative experiment, achievement, well-being.

ОСОБЕННОСТИ АССОЦИАТИВНО-СЕМАНТИЧЕСКОГО ПОЛЯ СЛОВА-СТИМУЛА «РОССИЯ»

The article presents the data of the free associative experiment conducted at the Irkutsk State University among international students of the preparatory faculty, studying Russian as a foreign language. During the experiment, the students filled in a questionnaire, which was aimed to identify words-reactions to the word-stimulus “Russia“. The article substantiates the idea that the words-reactions to the word-stimulus «Russia» are connected with cultural linguistics. Based on the data obtained associative fields of the word-stimulus “Russia“ and reference models of this concept were developed. The result of the study was to create the reference models of the word-stimulus “Russia“ and to identify new meanings of words-reactions to the word-stimulus “Russia“ through the already existing meanings.