The purpose of the study is to identify the cognitive and pragmatic specifics of the regional verbalization of the concept CULTURE. The article examines the lexical, cognitive and pragmatic representation of this mental fragment based on the virtual discourse of Kazan residents. The scientific novelty of the study is due to the appeal to the little-studied subgenre of Internet commentary in the social network VKontakte in Russian linguistics. For the first time, Kazan residents' comments on news publications posted on the VKontakte social network are analyzed from the point of view of cognitive and pragmatic linguistics. The analysis made it possible for the first time to describe the specifics of the verbalization of the concept CULTURE by the residents of Kazan. Based on the analysis of the material, linguistic units and dominant speech genres representing the concept CULTURE were identified and described. As a result of the study, it was found that this mental unit in the minds of Kazan residents has a certain structure, the so-called mental layers, which can only be captured by recording verbalization – they make up the inner content of this concept (periphery); nominalization of this concept is more positive, occurs through lexemes with a positive connotative meaning, as well as through evaluative speech genres of approval and praise.
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