Picture Of World Research Articles

MOTORCYCLE WASH BUSINESS TRAINING: Business Inspiration for Beginners among Teenagers

Building a business is not as easy as turning your palm, especially for beginners. As a new person, of course you don't have a lot of knowledge, experience and expertise in running a business properly. Then the right step is to start a small-scale business. This is done as a learning medium, in order to provide a real picture of the business world. So that a business spirit is born which in the future can become a provision to build a better business. This activity was carried out to provide knowledge and reference for youth in the village of Caruban, Kebumen. The method of activity is explanation of the material, giving examples and simulations. The number of participants who took part in this activity were young children in the village of Caruban, Kebumen, with 47 people. The result of the activity was an increase in the knowledge of the participants about entrepreneurship, especially for beginners. So that the participants have references in building a business according to their capacity, for example by running a motorbike washing business. This training also provides skills provision as one of the assets in living life in the future.

ІМПЛІЦИТНА КОНЦЕПЦІЯ МУЗИКИ В "DE CONSOLATIONE PHILOSOPHIAE" БОЕЦІЯ

The paper is an attempt to demonstrate the possibility and necessity of an implicit conception of music in Boethius. An explicit conception is something that is obviously present in a text. That is what is usually studied within the 'history of ideas'. Contrary to this, an implicit conception is an unconscious picture of the author's world, in which the basic concepts of explicit conception are grounded. Therefore, the implicit conception is a condition for the possibility of any explicit text. So, the well-known text of Boethius' "De institutione musica", which but replicates mostly Pythagorean views of music, is an explicit conception. We chose "De consolatione philosophiae" as the most representative and semantically loaded text by Boethius to look for his implicit conception of music. It is based on different but unconscious grounds. We read this text to look for unconscious semantics associated with the concept. Thus, the unconscious semantics of music should be studied using the psychoanalytic approach in its broadest sense. The approach asks for the cues of connotations of the terms used by Boethius. The history of reception of the text, including different translations, can show the way. We should bear in mind, too, that the text we read is the record of an internal dialogue, which brings forth a different ontological horizon. Besides, we should see the text as a texture of signs and symptoms, pointing to unconscious notions Boethius had developed. The necessity of such an approach and the relevance of the results obtained within it are discussed in the article. The guidelines for the reconstruction of the implicit conception of music in Boethius are outlined and the elements of this conception are proposed. By further development of the method demonstrated and applied in this paper we shall be able not only to understand Boethius better, but we can reveal the intrinsic contents of the basic concepts describing the realities culture scholars are working with.

ФЕНОМЕН ДОЛГОЖИТЕЛЬСТВА В СТРУКТУРЕ ГЛОБАЛЬНОГО НАРОДОНАСЕЛЕНИЯ

Significance. One of the main features of the demographic picture of the modern world is the population aging, which is becoming one of the most significant factors of the current and future socio-economic and cultural agenda of the global development. Despite the fact that the population aging is accompanied by increased life expectancy, reaching the age of ninety and over is yet a rare phenomenon. Identification of the factors determining the level of longevity remains an important medical and social objective. An important role here plays the understanding of spatio-temporal features of the longevity, which provide the basis for identifying and analyzing factors that can shed light on the causes of this phenomenon. The purpose of the study is to assess spatio–temporal features of the global longevity. Material and methods. The information base of the study was data of the UN Department of Economic and Social Affairs, as well as scientific publications in periodical information sources. The study used general logical, analytical, statistical and cartographic methods. Results. At the turn of the XX–XXI centuries, there was a rapid increase in the number of long-livers on the planet. If in 1950 the share of people aged 90 and over equaled to 0.05% of the world population, by 2020 it added up to 0.27%, having increased almost six-fold. According to moderate projections of the UN Department of Economic and Social Affairs, 0.79% of the world population will survive until ninety and over by 2050, and 2.14% - by 2100. In the 1950-2020 timeframe, all macro-regions of the world show a positive trend in the share of population aged 90+. The increase in the share of long-livers is especially noticeable in Europe, North America and Oceania (Australia). Against this background the indicator the increase in Africa is less pronounced. The phenomenon of longevity is spatially represented rather heterogeneously, and clearly correlates with the country socio-economic status, and, as a consequence, with the population reproduction trends characteristic of this status. Longevity is most pronounced in the countries of the so-called "rich North" ("golden billion"). Of the "top ten" countries in terms of the share of population aged 90+, eight countries represent the European Union. Japan tops the list of the leading countries (1.88%). Russia ranks 37 with the long-liver share adding up to 0.53%. In the 1950-2020 timeframe, the increased longevity index was registered in all macro-regions of the planet. It has highly increased in the North America countries, Europe and Oceania. A relatively low increase in the longevity index was registered in Asia and Africa. At the country level, today, the maximum longevity index is registered in Japan, Uruguay and European countries. The global Top-10 includes 8 European countries, with France, Spain and Italy taking the lead. African countries remain the traditional outsiders. Longevity is determined by a complex set of hereditary factors and environmental conditions. According to experts, out of factors that determine life expectancy, heredity accounts for 15-20%, while other factors account for 75-80% including lifestyle, environment and habits. There is a relationship between the quality of life that includes physical (activity, daily activity, ability to perform activities of daily living), mental, emotional and social well-being of the individual, and life expectancy. The level of economic development can be considered as one of the predictors of longevity. Over the past seventy years, the maximum increase in the share of long-livers has been registered in the "golden billion" countries where the current number of people over 90 has reached 1% of the population, and is projected to increase up to 4-5%.by the end of the century. Genetics, constancy of the internal and external environment factors, quality of life, healthy diet, physical activity, regular work, and sense of purpose of one's own life and value-based attitude to life are important factors that determine the longevity level.

Not All Picturing is Picturing

This article examines selected texts in which Martin Heidegger thematizes the ontology of images, in order to adduce a view of how he under­stands their merits and limitations. I am primarily interested in the images seen in art works, especially those in film and photography, given Heidegger’s strong criticism of the latter alongside other 20th-century communicative media. The goal of the article is not to determine what is Heidegger’s central or overall position regarding images, as it is not clear that he has such a position. Rather, the goal is to analyze how his various statements on images, as well as imagination, fit together. I contrast Heidegger’s critical views in “The Age of the World Picture” with other texts in which he describes images more favorably. I also devote some space to texts in which Heidegger treats imagination and the origin of images more broadly.

ԳՈՒՆԱՆՈՒՆՆԵՐԸ ԵՎ ԴՐԱՆՑ ԽՈՐՀՐԴԱՆՇԱԿԱՆ ԴԵՐԸ ՀԱՅ ԵՎ ԱՐԱԲ ԼԵԶՎԱՄՇԱԿՈՒՅԹՆԵՐՈՒՄ / COLOUR NAMES AND THEIR SYMBOLIC MEANING IN ARMENIAN AND ARABIC LINGUOCULTURES

Color names play an important role in defining the national characteristics of the linguistic world picture. The symbolic meaning of the same color name can be significantly different not only among different peoples, but also within the same culture. The present paper emphasizes the origin of pure shades found in the nature, the frequency of their use, and also provides a comparative study of phraseological units with color names in Arabic and Armenian.

Semantics and linguocultural potential of comparative paremias (Based on the material from the collection of Matviy Nomys “Ukrainian sayings, proverbs, and so on”)

The article is devoted to the analysis of comparative paremias with a conjunctive component, attested in the collection of Matviy Nomys “Ukrainian sayings, proverbs, and so on”. These comparative constructions are classified taking into account the semantic features of lexemes denoting objects of comparison, 4 thematic groups of the considered units are distinguished: paremias with the object of comparison “Nature”, paremias with the object of comparison “Man”, paremias with the object of comparison “Elements of everyday life”, paremies with the object of comparison “Elements of folk-religious beliefs”, as well as subgroups of each of them. Using the examples of core subgroups of 2 thematic groups, it was shown that the considered paremias are a valuable informative source for studying the specifics of the Ukrainian language of the 19th century, the way of thinking of our ancestors, and the reconstruction of the partially lost fragments of the linguistic and, accordingly, conceptual world pictures of the Ukrainians of that time. The linguocultural potential of comparative paremias is considered on specific examples. A thorough analysis of the paremiñ units attested in the collection of Matviy Nomys also allowed us to trace the lexical and dialectal features of the Ukrainian language of that period. In particular, the study showed that the paremias contains an extremely large number of archaic lexemes, each of them helps to delve deeper into the linguistic world of our ancestors, and also a considerable number of considered units are regionally marked, that is, they contain dialectisms. Keywords: comparative paremias, thematic group, object of comparison, linguistic picture of the world of Ukrainians of the 19th century, linguocultural code.

Стереотипное представление о неконфликтном человеке в русской деловой коммуникации

Adjectives that characterize personality traits form an important part of the world picture of the national language. The purpose of this study is to identify the stereotypical representation behind the adjective non-conflict in Russian business communication, and more broadly - in different types of discourse. The analysis uses a cognitive-discursive approach to the language based on the texts of resumes, character references, job advertisements, lexicographic sources, the National Corpus of the Russian Language, reflexive statements of Internet users and the results of a survey of native speakers. The study concludes that non-conflict is more viewed as a business quality of a person, and it refers to working in a team. This personality trait in most cases is used in relation to men. When it comes to women, then combinations with nouns denoting the social status of a woman are often used, making the use of an adjective in the masculine form possible. The results obtained can be used to present the adjective non-conflict to the foreign audience, compile a learner's dictionary of personality traits, contribute to more successful intercultural and business communication.

THE CONCEPT OF "WAR" IN THE LINGUISTIC AND CULTURAL ASPECT (BASED ON THE MATERIAL OF PUBLICISTIC DISCOURSE)

Introduction. The concept of "war" is one of the universal concepts, as it functions in all cultures and languages of the world. However, the interpretation of war is not identical in the linguistic consciousness of different peoples. The media play a prominent role in the coverage of armed conflicts, particularly in those countries that are at war or are geographically or culturally neighboring these states. Methods. For a complete and comprehensive study of the concept of "war" in publicistic discourse, in particular in the media (online publications "Day", "Ukrainska Pravda", the English-language website of BBC News), the descriptive method was used to identify, classify and present linguistic representatives of the conceptual content of the analyzed concept. Contextual analysis made it possible to describe and structure the nominative field of the concept, and the methods of observation of the actual material and the method of component analysis ensured the ordering of the verbalizers of the studied concept. Research results and their discussion. The concept of war at different times acquires new semantic shades and is characterized by new evaluative paradigms. The objectification of the concept of "war" in journalistic texts has long been carried out through an extensive system of indirect nominations. In modern media, synonymous names of the linguistic representative of the concept of "war" are recorded. In the modern linguistic space, there is a tendency to verbalize the concept of "war" in the in the form of a metaphor Modern media have recorded synonymous names for the linguistic representative of the concept of "war". In the modern linguistic space, there is a tendency to verbalize the concept of "war" in the form of a metaphor. The linguistic representation of the concept "war" is also represented by various thematic groups of vocabulary. The authors of media texts often use figurative language, namely aphorisms, phraseological units, parables and other units. War as a socio-political phenomenon is also embodied in the English-language worldview. In view of this, the English-language units that verbalize the WAR concept are not only characterized by national and cultural specificity, but are also related to world perception. war in the English-language world picture is a symbol of evil, death, hopelessness, sadness, exhaustion, devastation, destruction, defeat and even a profitable business.

Anthropocentric Nature of Figurative Simile and Its Correlation with Metaphor

The article presents an anthropocentric vision of the nature of figurative simile against the background of its correlation with metaphor, since simile, which underlies human cognitive mechanisms and is at the same time the basic structure, mechanism, and operation of virtually all components of the human thought process, still remains an incompletely studied phenomenon. The authors consider simile to be the quintessence of human cognitive activity, since, by creating a person’s imaginary world, it implements the ability to compare fragments of the world picture, which is inherent in the foundations of thinking, and which is a fundamental factor in categorisation and conceptualisation as the main processes of cognition. It has been found that the anthropocentric approach to the analysis of simile is justified in view of the anthropological understanding of this phenomenon as a universe of human thinking and cognition. It is fundamentally important in an anthropocentric view of the essence of simile to recognise that it lies not in the nature of the world, but in the nature of man – in human consciousness, i.e. simile is not just a way of thinking about the world, but also about what is beyond human perception – in metaphysics. It is revealed that human existence is closely connected with simile as a mental operation and an epistemological and semantic category, which is one of the powerful factors that create the inner world of a person – a picture of the world – in the mind. The interpretation of language as a complex “living” system, a creative “spirit of the folk” suggests the existence of the cognitive principle of “comparo ergo sum”. The latter is the source of the anthropocentric charge of simile, because, when cognising the world, a person compares everything to himself and likens everything to himself, which is the reason to consider this principle a separate manifestation of anthropocentrism. This also serves as a basis for defining simile as the main operation of axiological cognition, which is the basis for the formation of value concepts and value judgements.

METHODS OF COGNITIVE LINGUISTICS FOR RESEARCH OF ANIMAL DISEASES TERMINOLOGY

The article considers the main methods of cognitive terminology and t their application to the study of the animal diseases terminology. The study of terms in the cognitive aspect involves the selection and description of their key concepts, the identification of the main categorical features, the unification of identical concepts into categories of this field of knowledge; presentation in the form of schemes (frames) of individual fragments and the entire structure of science as a whole. Among the above-mentioned methods of cognitive linguistics, it is proposed to use categorization, conceptual and frame analyzes and theories of conceptual metaphor. Examples of the study of terms for animal diseases with the application of conceptual analysis methods are given in a complex way, using the method of frame analysis by S. Zhabotynska, which consists in modeling the concept by combining different types of basic frames. The frame approach was used to determine the informational (conceptual) scope of the terminology of animal diseases, since with the help of a frame it is possible to imagine both the structure of a separate concept and the schematic organization of all accumulated knowledge related to animal diseases. It has been established that the names of diseases are structured in the mind of a specialist according to the categories of "space", "object", "causality", "signs", "quantity", "time". Using the selection of epistemological categories, conceptual features of each category and a bank of terminological tools for their display are established. The study of terminology by means of cognitive linguistics involves the method of presenting conceptual metaphor and metonymy, which allows us to reveal the professional world pictures in a certain field. On the basis of the theory of conceptual metaphor, the cognitive mechanisms of metaphor application to terms were considered and the main donor domains that served as a source of metaphorical nominations of animal diseases were clarified. The study of term systems with the involvement of cognitive analysis methods and the construction of specific cognitive models gives a perspective for a more in-depth consideration of their formation processes and functioning. The methods of cognitive terminology provide an opportunity to understand not only the formation and development of professional concepts and categories, but also their hierarchy, organization, and structure.

Ethnic Heterostereotypes in the World Picture of Russian and American Adolescents

Ethnic Heterostereotypes in the World Picture of Russian and American Adolescents

Myths vs reality in Olga Tokarczuk’ collection of essays “Czuły narrator”

In her fiction and essays, О. Tokarczuk manifests inclination toward original interpretation of reality through a prism of mythology, reflection of the present by means of archaic optics, using instruments of universal plots, motives and characters. Her collection of essays “Chuły narrator” shows the writer’s evident interest in reevaluation of common notions about reality, deconstruction of stereotypical judgements and transformation of the traditional world picture under the influence of mythological worldview. The available literature studies, related to the book “Chuły narrator”, mainly consider narrative strategies on the basis of the concept “tender narrator”, introduced by the Polish writer in her Nobel Prize lecture. However, in the scientific discourse there is a lack of publications, dedicated to thorough analysis of O. Tokarczuk’s “Chuły narrator”, in particular, its neomythological attributes, that determines topicality and novelty of the theme of our research. The purpose of the study is to find out mythological intertexts in O. Tokarczuk’s book “Chuły narrator”, and also identify neomythological characteristics of her essays. In order to achieve the purpose, the following methods were used: contextual, intertextual, semiotic and poetological. Analysis of the essays in the book “Chuły narrator” allows making a conclusion about philosophical style as an indispensable feature of the Polish writer’s literary works. The author continuously rests on basic mythological notions about the Universe, fundamental philosophical categories, classic literature heritage and ideas of progressive thinkers of the past and present. One of O. Tokarczuk’s favorite motives is the journey motive which is interpreted on the basis of mythology and the author’s experience. The author virtuously interprets the archaic binary opposition “own–alien”, outlining the evolution of the idea about borders which are illusions that continue to cause large-scale disasters and crimes and deprive the world of its uniqueness. O. Tokarczuk’s works are characterized by numerous allusions to the works of verbal and visual art, intermedial method of articulating her viewpoints. The prospects of further research could be seen in studying O. Tokarczuk’s works in terms of intertextual relationships with the major philosophical systems and ideas of the leading thinkers of the present and past.

Reports of Delegations of the Union of the Liberation of Ukraine as a Source for Studying Specifics of International Relations and Conditions of Stay of Prisoners of the Tsarist Army in Austria-Hungary, 1915

The article analyses the source and information potential of the reports of the delegations of the Union for the Liberation of Ukraine, which were sent to multinational camps of captured soldiers of the tsarist army for the purpose of compiling lists of Ukrainians for their subsequent transfer to the Ukrainian Freistadt camp. The importance of the topic chosen for research lies in the fact that the information gleaned from these reports makes it possible to clarify in detail the main manifestations of the daily life of prisoners, as well as to learn some features of their national character. At the same time, the mentioned reports fully illustrate certain aspects of the organizational activities of the Union, which made it possible to lay a lasting foundation for the unity of Ukrainians in the multinational camps of prisoners of war from the tsarist army. The stay of the IED delegates in the camps made it possible to form a small circle of Ukrainian activists capable of risking their lives to carry out the difficult task of spreading national liberation ideas among prisoners of the tsarist army. The methods used by the author of this article include the narrative methodology, which involves the description of a social phenomenon, as well as military anthropology, with its focus on the study of world pictures, symbolic systems and fundamental forms of human behavior, mostly hidden and not clearly formulated. It became possible to analyze the general psychological state of prisoners in the conditions of camp isolation thanks to the use of the methodology of social determinism. The characteristics of the national types of prisoners of the tsarist army are of significant scientific interest, the knowledge of which is an important task of Ukrainian historical science — especially in the light of the Russian-Ukrainian war of 2022–2023. Studying the mental traits of captured Russians and Russified Jews, who were ready for any tricks against those Ukrainians who dared to have their own opinion, allows us to understand the depth of the fall of the modern Russian ethno-social conglomerate.

Эстетико-гносеологическая функция искусства в контексте неклассической научной парадигмы

The article considers the influence of the scientific world picture on the forms and modes of the existence of art. The author reveals the epistemological function of art in various historical periods of changing scientific paradigms, outlines the role of art in the Middle Ages (pre-scientific knowledge), the Renaissance, the New Age (classical scientific paradigm), and the period of the late 19th – first half of the 20th centuries (non-classical scientific paradigm). Particular attention is paid to modernism, in the art of which the epistemological function is largely realized, and artists embody the achievements of the contemporary scientific world picture in new forms, reflecting the complexity of new scientific theories that an ordinary person must take for granted.

Внутривидовые омофелисонимы

The work presents an attempt to fill the gap in the study of intraspecific homonymy in felisonymy. The current research is aimed at determining the specifics of intraspecific homofelisonyms on a modern synchronous section of felisonymic material. The empirical base is made up of felisonyms (proper names of domestic cats; from Latin felis ‘cat’) obtained through a survey of respondents and continuous sampling from the Internet resources. A descriptive method and quantitative calculations are used to analyse the research base. Homonymy in felisonymy turns out to be quite a representative phenomenon. It manifests itself at the intraspecific level through numerous homooppositions, formed at the nomination stage, and includes homonymous felisonyms, which are determined by various nomination motives. The non-closed nature of the motivational base of intraspecific homofelisonyms is shown. The motivational base can be expanded due to additional nomination motives determined by the nominator’s preferences and felisonymic creativity. The specific features of intraspecific homofelisonyms are revealed. Being a felisonymic fragment of the nominator’s linguistic world picture, homofelisonyms represent in a concentrated form the onomastic features of felisonyms in general, namely: the principles underlying the naming process; possible formation by metaphorical and metonymic models; felisonymisation processes; derivational features of felisonyms; the difference between the namesake and homonymous felisonyms. The novelty of the present research appears to be an introduction of a certain layer of felisonymic units into scientific circulation and the presentation of their onomastic characteristics. The practical significance of the research is determined by the possibility of using its materials and conclusions in the development of zoonymy in general and felisonymy in particular, as well as in school and university teaching. Further prospects lie in the study of homonymous shortened felisonyms, which are derivative forms of the main proper names of domestic cats, which formed the empirical base of the current research.

МАТЕРІАЛЬНО-СТРУКТУРНІ ОЗНАКИ БАЗОВОГО КОНЦЕПТУ MARCHÉ У ТЕРМІНОСИСТЕМІ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ ФРАНЦУЗЬКОЇ МОВИ

Marketing belongs to specialized terminology systems with a system of signs organized in a certain way, which nominates a set of concepts of a specific fragment of the language world picture. The semantics of the terminology system of marketing activities has certain characteristics and possesses a lexical toolset to ensure adequate communication between enterprises on the market, between the producer and the consumer. Terms as elements of a specific system have characteristic features. First of all, it is the material and structural feature that characterizes the term as a linguistic sign: it serves as its material basis and at the same time acts as a unit of nomination and part of the lexical and semantic system of the language. Perception of this or that object occurs under the influence of various sensorimotor factors, categorical schemes, stock of knowledge, in other words, the conceptual system of native speakers endowed with their standard ideas and personal evaluation system. Frame analysis, which is used as one of the most effective ways of presenting terminological lexical units, contributes to the optimal disclosure of their meaning and real use in language. The organization of lexical material in the form of a frame provides a combination of linguistic (the meaning of lexemes) and extralinguistic factors. A frame is a structured unit, within which certain components and relations between them are distinguished; it is a cognitive model that conveys knowledge and views about a specific recurring situation. Singling out basic concepts in the frame of marketing activities makes it possible to understand its essence. Therefore, marché (m) "market" is one of the basic concepts, as it is a part of full or partial semantic paradigms that function as a whole semantic unit, and their hierarchical sequence is determined by logical and environmental factors. Marché (m) in all its possible manifestations is the object of marketing activities, while the concept represented by the term marché is a nominative unit, which is accompanied by several derivatives that form families of words and are in relations of interdependence.

Une pensée sans images ? Phantasie et Bild dans les traités de l’histoire de l’Être

In his conference “The Age of the World Picture” (1938), Heidegger displays a strong criticism of the concept of image (Bild). More precisely, the German philosopher rejects any consideration of the image, as he correlates the image with the process of subjective representation (Vorstellung). At first glance, that position does not seem to change in his posthumous works written from 1930 to 1940, where Heidegger develops his Ereignis-thinking. However, a more thorough study of the writings (from the Beiträge zur Philosophie to Das Ereignis and the Black Notebooks) allows us to reconsider the scope of that common idea. In this paper, I analyze the project of a thinking without images (bildloses Denken) and of imagination (Phantasie) elaborated throughout the private writings. My aim is to re-examine the extent of Heidegger’s refusal of images, in order to prove that, in the end, his essay of a thinking without images cannot escape their ontological weight.

Book concept in Dystopia: to the Question of Genre Determination

Artistic conceptology is one of the promising directions in modern stylistics of artistic speech. It is concerned with the specifics of concepts verbalization in literary texts as components of the author's linguistic world picture. This article raises the issue of generic specifics of the book concept determined by the type of the literary text. The authors reveal the peculiar features of the concept under study in the framework of dystopia that can be considered as typical for the genre. The findings of the paper are based on the study of the most representative, suggestive texts of classical Russian and English dystopias, such as 1984 by George Orwell, BraveNew World by Aldous Huxley, We by Y. Zamyatin, The Slynx by T. Tolstaya. The main features of this concept are identified; a conclusion is made about the discursive and genre conditionality of their implementation.

LEXICAL FEATURES OF BORROWED VOCABULARY OF THE FORMATION PERIOD OF MEDICAL TERMINOLOGY OF DISEASES IN RUSSIA

The study complements the information about the nature of the medical term within the framework of historical terminology.
 Purpose. The article discusses the linguistic features of medical borrowed terms denoting human diseases.
 Materials and methods. The material was medical scientific texts on surgery and pharmacology of 1835-1899 editions. The analysis used lexico-semantic, etymological and word-formation analysis of vocabulary, a comparative method of linguistic research.
 Results. The results of the study suggest that by the nineteenth century, the Russian scientific medical terminology of diseases was finally formed in the national language. The basis of the formation are lexical units of Greek-Latin origin, there were also borrowings from Polish, French, and English. Comparative analysis of terms in different languages has shown the presence of a large number of terms-internationalisms. Translated borrowings and calculus were used in the formation of terms. The study revealed the difficulty of proving the formation of terms by calculus. The analysis of medical terms revealed semantic differences in the source language and in the recipient language, which confirms: 1) the artificial nature of the formation of the terminological system, 2) the presence of national specificity of terms denoting diseases. Thus, the results of the study show that with the unity of the laws of human cognition, an individual understanding of the world picture is manifested in each language; the names of diseases formed on the basis of the national language reflect the popular understanding of diseases.
 Practical implications. The factual material and conclusions of the article can be used both in terminology and in the course of medical education.

Strategies of Desacralization of Writers by Means of Merch

Purpose. The purpose of the research is to outline the strategies of desacralization of writers by means of merch, to determine the positive and negative aspects of the search for new meanings in the reproduction of cult figures. Theoretical basis. The article examines merch as a tool that encourages people to change sacred meanings and ideas about writers as bearers of the sacred for Ukrainians. The source base of the study is the works devoted to the problems of the sacred in philosophical thought, as well as the process of desacralization in art and literature. The peculiarities of the destruction of tendencies regarding the notions in the perception of writers as idols of the nation, the formation and emergence of new meanings regarding sacred figures are highlighted and described. The relevance of this study is due to active searches in business, propaganda, agitation for the use of literary practice, transformation and new contexts of literary idols. Originality. Until now, the change in the processes of sacralization and desacralization of writers by means of merch has not been considered as a reversal of worldview in culture, vectors of changes in the dominants of spirituality in the world picture. It turned out that the metacategory of the sacred has been studied by many scholars, both foreign and domestic, in recent years. The problems of the sacred are in the centre of attention of sociologists, philosophers, literary critics, and culturologists, but merch as a basis for the desacralization of man was not considered in publications in the field of mass communication theory. Scientists considered the worldview vectors of the sacred and desacralization as processes that are inherent not only in postmodernity, but also those that accompanied Ukrainian culture during previous periods. It is determined that the most noticeable manifestations of desacralization are the reproduction of the figure of Kobzar, moreover, in quite unusual and even provocative images of him. However, the majority of Ukrainians positively perceive the updated images of the prophets of the Ukrainian nation and talk about the permanence of their worldview, despite the change and reinterpretation of many years of later development. Conclusions. Conscious desacralization of literary images is gradually gaining momentum. We observe a tendency to positive perception of merch with the figures of T. Shevchenko, I. Franko, H. Skovoroda, Lesia Ukrainka in a new interpretation: during the war, on the barricades – wherever the struggle for Ukrainian statehood is taking place. From the results of the survey it becomes clear that stereotypical perceptions of writers need to be changed, but only if it is an organic fusion with value imperatives, only emphasizes and affirms the spiritual greatness of Man and serves the growth of Ukrainian society and every Ukrainian.