Cultural Realities Research Articles

Лингвопрагматические и этнокультурные особенности аграрного нейминга (на примере названий сортов огурцов)

Studies of the peculiarities of naming in agriculture is important due to both extralinguistic factors (the development of breeding, international relations in agricultural science and practice) and linguistic ones (the specifics of creating names of varieties of vegetables, fruits, etc. have not been given much focus). The purpose of the study is to determine the linguistic and ethno-cultural features of agricultural naming in Russia. The work uses interdisciplinary approach consisting of semantic analysis and linguistic and cultural description. The names of one of the most popular vegetables in Russia - the cucumber - were chosen as the research material. The conducted analysis allows us to draw the following conclusions: less than half of the names are identifying motivated names. The most representative ones are the identifying motivations "place of selection", "high quality", "size" and "color". The main linguistic means of forming the names of varieties include diminutives, metaphorical models and allusions. In the conditionally symbolic names, in the aspect of motivation, we can observe ethno-cultural specificity actualized through the vocabulary of the thematic groups "Russian family traditions", "family", "military ranks", "heroes of films and cartoons", "titles of crowned persons", "sports", "manager in the professional sphere", "reference qualities of a man", and nationally labeled anthroponyms, phraseological units and national cultural realities. The names of varieties of vegetables (cucumbers) as commercial names, have a number of peculiar features. Firstly, this is due to the fact that these names of varieties are given mainly by plant breeders who are not specialists in naming. Secondly, these advertising names simultaneously address two target audiences - agricultural specialists and amateur gardeners. Typical for the names of cucumber varieties are special markers, for example, numbers, as well as abbreviations that are understandable only to breeders. A large number of hybrids appearing annually need to be registered, which results in many similar names.

Українська і польська мови: до проблем екології слова

The article describes the importance and relevance of the concept of "language ecology". The scientific novelty of the article lies in the fact that it is the first to study the problems of ecolinguistics of the Polish and Ukrainian languages in a comparative aspect. The nature and extent of the impact of modern society and its culture on the Polish and Ukrainian languages is clarified, and the influence of language on human behaviour and thinking is outlined. The article analyses the terms that are closely related in meaning - ecology of language, ecology of thinking, ecology of culture, ecology of the soul, etc. The etymology of the word ecology, consisting of two Greek lexemes, is considered: οἶκος (environment, house, dwelling) and λόγος (doctrine, science, word, concept, thought). In this regard, it is argued that the word ecology means not only the relationship between the organism and the environment, but also the environment of the word (ecology of the word), the environment of thought (ecology of thinking). The ecology of the human soul and the entire nation depends on what this environment will be like. It was found that today's Ukrainian and Polish linguistic environment is characterised by such general negative processes as primitivisation of speech, scarcity of linguistic means for expressing one's own thoughts, dominance of English-language elements, barbarisms, and vulgarisms. The article analyses some negative poems for children by M. Karasyov from The Naturalist's ABC. It is argued that despite the fact that from the linguistic point of view the author does not deviate from the literary norm, does not use profanity and vulgarities, he still promotes permissiveness and immorality, and therefore The Naturalist's ABC is a vivid example of violation of the cultural ecology and spoils the linguistic taste. There is an active process of penetration of not only English words but also Anglo-American cultural realities (Halloween celebrations, etc.) into Slavic languages. It is noted that abbreviations and simplifications in Polish and Ukrainian are most often used in youth slang. Examples of abbreviated formulas of the so-called "computer politeness" are given, which is characterised by the uncritical use of English words. The reasons for the spread of the simplified version of the language are the general trends of modern consumer culture, the processes of globalisation in society, and the fashion for the use of foreign elements in the language. The primitivisation of language is linked to the primitivisation of culture. Low-grade films and literature, the yellow press, and the mass media spread vulgarisms, barbarisms, numerous (often unnecessary) borrowings from the English language, and abbreviations. It is argued that the linguistic environment affects the moral state and spiritual ecology of a person, and effective methods of purifying the ecology of the soul are involvement in high creativity and art. Taking care of the linguistic ecology, native speakers should take care of preserving the national spiritual and artistic heritage of their people. The article makes the conclusion that in order to improve the ecology of the literary language (both Polish and Ukrainian), it is necessary to take care of the education of linguistic taste of modern speakers, which is a condition for the appropriate use of linguistic means, to promote and disseminate moral norms and ideals, traditional national heritage, aesthetics of expression, and high linguistic culture. Key words: ecology, ecology of language, permissiveness, fashion, language norm, anglicisms, vulgarisms, abbreviations.

Социолектная идиоматика и юмор (на материале шутливых и иронических сленговых фразеологизмов конца XX - начала XXI в.)

The article analyzes slang humorous and ironic phraseological units of the late 20th - early 21st century in the linguistic, cognitive and cultural aspects, containing direct or indirect nominations of socially significant realities in their internal form. The purpose of the work is to identify the sources and semantics of these idioms. The material of the study was 262 phraseological units identified in special dictionaries of the late 20th - early 21st century, as well as in the author's personal file cabinet. On the basis of a complex methodology, including modern semantic, functional-stylistic, linguo-cognitive and linguo-culturological methods of analyzing language units, thematic groups of socially significant phenomena reflected in the internal form of idioms were identified; their semantics is analyzed, as well as some features of the picture of the world of slang carriers of the late 20th - early 21st century. It is noted that lexemes and precedent texts related to domestic socio-political, ideological and cultural realities of the Soviet era become the main source of playfully ironic phraseological units. It is emphasized that the basic property of the semantics of phraseological units is their anthropocentricity - with an emphasis on physiology and negative personal and social properties of a person. It is concluded that jokingly ironic slang phraseological units reflect the everyday picture of the world of the "average" Russian city dweller of the late 20th - early 21st century.

L.N. Budagova and “Šrámkova Sobotka”

The study deals with the relationship between the leading representative of the Bohemian studies in Russia L.N. Budagova, D.Sc. (1932–2022) and the Czech town of Sobotka and to the local festival of language, speech and literature called Šrámek's Sobotka (Šrámkova Sobotka). Based on an analysis of available sources and literature, it follows the core of the relationship defined by the years 1975–2022. Budagova got to know about the annual festival during an excursion and then she was invited to appear. Be-tween the years 1977 and 2010, she prepared twelve lectures focused on the Czech and Russian literature, the Czech-Russian literary and cultural relations and Russian cultural realities. Her lectures and other texts about the festival are summarized in the book O literatuře and kultuře (Texty pro Šrámkovu Sobotku), published in 2012. Her next book written in Czech Z mého života s českou literaturou (Výbor z česky publikovaných prací) was published in 2021 thanks to a local initiative. It involves twenty works writ-ten between the years 1973 and 2020. Furthermore, the study deals with her articles published in the journal Zpravodaj Šrámkovy Sobotky and it analyses short articles, which were published about her there, as well. She received the Sobotka Town Award in 2012 (for a promotion of the town and the Czech culture). There is an entry regarding Budagova in the local lexicon Kdo je kdo v dějinách Sobotecka a Dolnobousovska (published in 2015). Moreover, the study includes basic information about the town and the festival for the better context and it incorporates memories of the author, as well.

The Sociology of Knowledge in Change Processes: Connecting Mother Tongue Education with Knowledge Development in Cameroon Primary Schools

What, exactly, constitutes an appropriate understanding of life issues is the degree to which these issues interrelate with the operational values and systems of a given community. Yet, this understanding is intrinsically linked to the cultural realities of the people covertly or overtly expressed in the language of their contextual reality which is the mother tongue. This study focuses on the interconnectivity of knowledge in this evaluative era of multiculturalism in Cameroon and seeks to establish the challenges of the mother tongue education in some selected primary schools in Donga Mantung Division with the Limbum language as a case study. The paper discusses, from a psychosocial perspective, issues raised by Skinner and Tamanji in their theories of behaviourism and cognitivism respectively in an attempt to contribute to the on-going discourse on the vital need to revitalize Cameroon local languages at the initial levels of education, which is the primary school. In examining the critical role for research and the importance of transformative or quantitative mother tongue education, the paper underpins the challenges inherent in the process and the limitations in carrying out the project with naturalness and authenticity.

Metamodernismul în teorie și în practică: pentru o conceptualizare a modernității singulare în câmpul literar românesc

Metamodernism is a Eurocentric theoretical fiction, with no adherence to the social and cultural realities of post-communist Romania. This article provides a critique of the theory of metamodernism proposed by Timotheus Vermeulen and Robin van den Akker and used by Alex Ciorogar to describe the post-2010 Romanian poetry system. Even if the concept is inoperative for Romanian literature, it is a symptom of the overcoming of the postmodernist framework, felt by writers as anti-essentialist, light-hearted, and unconcerned with the problems of today’s society (climate crisis, immigrants, marginalized communities, economic inequalities between classes, etc.). What I notice in the footsteps of Jeffrey Nealon & Galin Tihanov is that the focus shifts from an autonomist “regime of relevance” to one that is socially, politically, and identity-building oriented. My analysis will propose a number of criticisms of the internal contradictions generated by the two Dutchmen’s theory: firstly, that the “Yo-yo effect” of metamodernism – a metaphor I coined to better understand the basic concept – does not fully explain the cultural landscape of the Romanian literary system. In addition, it is built on a sum of generalizations of modernism and postmodernism, which have not been unanimously accepted by the theorists. A second criticism of Vermeulen and van den Akker’s study is its Western-centric stance, which ignores the (semi-)peripheral specificity of cultures. If we absurdly accept the existence of metamodernism, it is only a combination of ideologies and styles of historical currents subsumable to modernity. Therefore, I will propose, following in the footsteps of Fredric Jameson and the Warwick Research Collective, the concept of singular modernity, and I argue why there cannot yet be a postmodernity in Eastern Europe. Discussing post-communist Romanian literature in terms of unfinished, combined, and unevenly developed modernity is much more productive because it takes into account both the material-social conditions of Romania and the cultural-artistic acquisitions thanks to the transfer of symbolic capital between central and (semi)peripheral systems.

Poetic Metaphor and Multi-Signification: A Rereading of Chinua Achebe’s No Longer at Ease

ABSTRACT: This article explores the poetic metaphors and multi-signification in Chinua Achebe’s No Longer at Ease . The novel itself has been the focus of several readings, many of which pursue the humanistic and sociological orientations of the text as merely an instrument of communication about the post-independence sociopolitical and cultural realities of Achebe’s society. This manner of reading may be attributed to the birth of African literature and Afrocentrism, which many of the earlier writers, including Achebe, believe was a reaction to the poor Euro-American portrayal of Africa and Africans. But it forecloses the possibility of a grounded analytical methodology capable of opening up multiple possibilities of meanings in the text through the linguistic elements of literature. Relying on Paul Ricoeur’s depth semantic theory, this article explores the poetic metaphors of the text to unveil the multilayered meanings.

Паремиологические единицы в общеязыковой национальной картине мира

The study is devoted to understanding the semantics of proverbs in the works of the famous Kyrgyz writer Chingiz Aitmatov. It is substantiated that a proverb is a special statement with the help of which stereotyped assessments and recommendations are formed regarding typical life situations in the language, since proverbs express the basic mental attitudes of ethno-linguistic consciousness. The structure of paremiological units includes various types of lexical units that act either in their direct meaning, or lose their lexical meaning and are used in a figurative sense, but in either case they participate in the formation of a paremiological picture of the world as a fragment of the general language national picture of the world. It has been established that the national specificity of the semantics of proverbs is reflected in the presence in their structure of nominations of cultural realities, attitudes of spiritual and moral values and ethical normative stereotypes. It is proved that the nature of paremias with a secondary linguistic function forms the paremiological fund of the language, which is a valuable object for linguistic and cultural research for two reasons: firstly, paremia as a linguistic sign is capable of realizing the functions of both language and culture; secondly, proverbs are an integral part of the general language national picture of the world.

ПУТИ СОХРАНЕНИЯ КУЛЬТУРНЫХ НАРОДНЫХ ТРАДИЦИЙ И РОДНОГО ЯЗЫКА НА ПРИМЕРЕ АНАЛИЗА «ЛЕМАНТАРА» И.А. ГЛАДКОГО

The article discusses the issues of preserving the traditions of Belarusian people, transferring knowledge about their culture to the younger generation through textbooks intended for studying the Belarusian language. Using the example of the analysis of “Lemantar” (primer book), compiled by I.A. Gladky (Adam Varlyga, 1890–1972), a professional teacher and enthusiast of the Belarusian language, shows how the teaching of the native language and culture was carried out in families and schools created for children of Belarusian origin living far from their homeland. “Lemantar” consists of two parts, the first of which is written in Latin, and the second in Cyrillic, since Belarusians have used both fonts for a long time. In the primer, the Latin font is the leading or guiding one, since from a scientific point of view it is best suited for reflecting the expressiveness of the sounds of the Belarusian language. Moreover, this teaching order meets pedagogical and methodological requirements, since it is a single complex with a gradual transition from foreign writing to the native language with all its features. A detailed phonetic, grammatical and linguistic analysis of each part of the primer is presented. Particular attention is paid to the analysis of the content of the textbook, especially its second part. It is emphasized that teaching the linguistic and cultural realities of the Belarusian people is based on poems, conversations on various topics, folk tales and parables, which contributes to a deeper understanding of the mentality of Belarusians, as well as introducing children to universal values. It is concluded that teaching aids like “Lemantar”, rich in regional studies and linguistic material, conveying the flavor of the life of Belarusian people, their lifestyle, holidays, family and work traditions, are of particular relevance, because, on the one hand, they reproduce ethnic tradition aimed at preserving national culture, on the other hand, include international subjects that are read as existentially important for any person.

ТВОРЧА БІОГРАФІЯ МАРІЇ ШИМАНОВСЬКОЇ У КОНТЕКСТІ ПРОБЛЕМИ ІДЕНТИЧНОСТІ

The article examines the problem of the artists' identity at the beginning of the 19th century through the prism of the Maria Shymanovska's creative personality. The analysis of the historical and cultural realities of the time made it possible to determine the main factors that influenced the formation of identity. These are geography, religion, social status and gender. It was found that for Maria Szymanowska, Warsaw always remained the central city through which her self-determination took place, even after moving to St. Peregburg in 1828. There was a problem of coherence between the national and religious identities of the artist. Szymanowska was Polish at the level of "I speak the language, I dress," but she was a frankist at the level of "whom I pray to, what books I read, who I believe in," which makes her identity portrait more complex. The composer sought to create a positive image in the aristocratic society and position herself as part of it, thus increasing the social status given to her at birth – petty bourgeoisie, the daughter of a brewer. She did this with acquaintances, a suitable social circle, portraits, clothes, etc. Also, the artist bravely overcame the boundaries of established behavioral models for women. Maria Shymanovska divorced and supported herself and three children from the marriage – artistic and compositional activities were the main source of her income. Through the prism of periodicals of the day, she appears as one of the first women who dares to compete with men on a professional level. Various aspects of Maria Szymanovska's creative biography are intricately intertwined and clash with each other at different levels: Szymanovska is a Polish, but primarily defends the interests of a narrow group of frankists; the artist belongs to the bourgeoisie, but it is important for her to position herself as an aristocrat; she is a woman, however, first of all, she chooses her right to creative and professional realization. The comparison of typical life strategies, which provided for the mentioned factors of identity formation, with the life and creative decisions of Maria Shymanovska, made it possible to outline the specifics of the artist's identity portrait. By overcoming the established identity stereotypes of the time, Maria Shymanovska appears as an extraordinary person who is able to shape new life strategies

The Concept of the Training Course “Language and geographical space” (Within the Framework of the Master’s Program “Communicative Codes in Modern Intercultural Space”)

The course “Language and geographical space” is aimed at the study of modern dynamic linguistic and geographical situations associated with new political and cultural realities. At the same time, the approaches of cultural geography and critical toponymy are the main ones in the course. The key to the course is the problem of renaming geographical objects based on new ideologies and political attitudes. A comprehensive cultural and geographical approach considers renaming as an innovative and adaptive socio-cultural process. Mass renaming in cities leads to the replacement of one cultural and linguistic landscape with another, and widespread renaming of cities leads to the creation of a new geocultural space of the country. It is important to have an idea of the geographical picture of the world, which is solved on the basis of attracting various maps of the world; for linguists, familiarity with the possibilities of the cartographic method is useful. As a result, the course expands the scientific horizons and methodological arsenal of Master’s degree students.

واقع الثقافة التنظيمية في جامعة العلوم والتقانة بالخرطوم وعلاقتها بالتطوير التنظيمي من وجهة نظر الإداريين العاملين في الجامعة

The study aimed to know the reality of the prevailing organizational culture and organizational development at the University of Science and Technology, and the relationship between them from the point of view of a sample of university employees represented in the university's administrative staff; the researcher followed the analytical descriptive approach, and the questionnaire as a tool for data collection. It was distributed to a simple random sample of (100) of the university's administrative employees, representing 28% of the total study population. Their averages were arranged as follows: organizational norms (3.67 out of 5), organizational expectations (3.61), organizational beliefs (3.61), and organizational values (3.60); while the organizational development axis got an average of (3.65), all with a verbal grade (high). The study also proved that there is a statistically significant direct relationship between organizational culture and its dimensions, and organizational development at the university amounted to (0.43), and reflects a positive (medium) relationship; Based on the results, the researcher recommended: working on consolidating the organizational culture in the university through: work regulations, training courses, social activities, public events and community service events; The need to involve workers at all administrative levels in developing plans and decision-making, making commitment to the organizational culture components that university departments are working to consolidate as one of the criteria for disbursing rewards and incentives, provided that they are disbursed on time. Keywords: relationship, Organizational culture, organizational development, University of Science and Technology هدفت الدراسة إلى معرفة واقع الثقافة التنظيمية السائدة والتطوير التنظيمي في جامعة العلوم والتقانة، والعلاقة بينهما من وجهة نظر عينة من العاملين في الجامعة تتمثل في الموظفين الإداريين بالجامعة؛ واتبعت الباحثة المنهج الوصفي التحليلي، والاستبانة كأداة لجمع البيانات؛ تم توزيعها على عينة عشوائية بسيطة بلغت (100) من الموظفين الإداريين بالجامعة بما نسبته %28 من إجمالي مجتمع الدراسة، وتوصلت الدراسة إلى أن الثقافة التنظيمية بالجامعة مطبقة بمتوسط كلي (3.62 من 5) أي بدرجة (مرتفعة) وعلى مستوى أبعادها الأربعة؛ جاءت متوسطاتها مرتبة كالآتي: الأعراف التنظيمية (3.67) ثم التوقعات التنظيمية (3.61) وثالثاً المعتقدات التنظيمية (3.61) ورابعاً القيم التنظيمية (3.60)؛ فيما حصل محور التطوير التنظيمي على متوسط (3.65) وجميعها بتقدير لفظي (مرتفعة)، كما أثبتت الدراسة وجود علاقة طردية دالة إحصائياً بين الثقافة التنظيمية وأبعادها والتطوير التنظيمي في الجامعة بلغت (0.43) وتعكس علاقة طردية (متوسطة)؛ بناء على النتائج أوصت الباحثة: بالعمل على ترسيخ الثقافة التنظيمية بالجامعة من خلال: اللوائح المنظمة للعمل، الدورات التدريبية، الأنشطة الاجتماعية، المناسبات العامة وفعاليات خدمة المجتمع؛ ضرورة إشراك العاملين بكافة المستويات الإدارية في وضع الخطط وصناعة القرارات و جعل الالتزام بمكونات الثقافة التنظيمية التي تعمل إدارات الجامعة على ترسيخها أحد معايير صرف المكافآت والحوافز على أن تُصرف في مواعيدها المحددة. الكلمات المفتاحية: العلاقة، الثقافة التنظيمية، التطوير التنظيمي، جامعة العلوم والتقانة، وجهة نظر الإداريين.

Methods and techniques of interpretation of mythical and magic characters’ names in Russian folk tales in Persian

The rapidly developing cultural relations between the Islamic Republic of Iran and Russia predetermine the importance of studying the realities of Russian culture in teaching Russian as a foreign language. Despite the constantly growing interest of the Iranian reader in Russian fiction, we have not found translations of Russian folk tales. A distinctive feature of fairy tales is the presence of specific monsters and mythical creatures in them. The relevance of this study is emphasized by the fact that the opinions of researchers on the issue of translating these realities are divided: some researchers note that realities are untranslatable, others argue that there are no words that would be impossible to convey in another language. This research work presents methods and techniques for an adequate and equivalent translation of the proper names of mythical creatures that are the heroes of Russian folk tales of a magical nature. The translation experiment was conducted in student classes of the RFL departments of higher educational institutions of Iran. The main methods on which the study is based are the comparative method, the method of linguistic description, and the method of experiment. The students were asked to translate typical sentences, selected by continuous sampling, in which there was a mention of the magical characters of Russian folk tales. The purpose of the experiment is to identify what methods and techniques of translation strategies were used in the process of translating realities that do not have equivalents in the Persian language. Thus, the empirical basis of this study is the interpretation of fragments of Russian folk tales of a magical nature in Persian by students learning Russian as a foreign language. The scientific novelty of the work lies in the fact that it is the first attempt to analyze the method of equivalent or adequate conveyance of national and cultural color of the Russian fairy tales characters into Persian. Based on the experiment, we can conclude that when translating the names of mythical heroes and monsters of Russian folk tales, students resorted to two main translation strategies − foreignization and domestication. Russian students chose the method of phonetic transliteration and transcription as the main method of foreignization, as well as calques that contribute to the preservation of Russian cultural and ethnic specificity and overcoming the difficulties of conveying semantic content and the national color of the mythical heroes of Russian folk tales. The main technique of the domestication strategy used by students is the borrowing of the designation of a fairy-tale character from the culture of other peoples with whom they were previously familiar. The results of our research can find practical application in literary translation in Iran. Theoretically, the material can contribute to the development of the theory of translation of literary texts of the folklore genre, as well as arouse interest in further research among undergraduates and graduate students studying in higher educational institutions of Iran.

Wordplay in Spanish advertising discourse

The article comprehensively studies such a stylistic device as wordplay in advertising discourse on the example of the Spanish language. The main purpose of the study was to study the wordplay techniques in the Internet advertising banners, which in recent years have gained most popularity among potential consumers compared with other types of advertising, as well as to identify those that are most frequently used. The objectives of the study were to find, systematize and classify examples of wordplay, determine the frequency of their use, as well as their compatibility and reinforcement potential in conjunction with visual means. To achieve the goals set, a significant layer of Spanish-language advertising on the Internet was analyzed from both Spanish and Latin American sites; the most striking and illustrative examples were selected and classified, and ranked according to the frequency of their use. In many advertising banners on the Internet was revealed a reference to the cultural and social realities of Spanish-speaking countries, their national color, features, which allows one not only to better understand the realities of Spanish-speaking countries, but also the value orientations of local goods and services consumers. On the basis of the conducted research, it was found that the most striking and most commonly used wordplay techniques are dilogy and pun, whereas paronomasia, diaphora and folding word are less common. Quite rare in advertising are antimetaboles and acrostics, as well as palindrome, which is explained by their least expressiveness and attractiveness to the consumer. The material has proved that wordplay in the language of advertising is one of the key aspects in creating advertising texts on the Internet, since, in combination with visual means, this technique creates a strong emotional impact, draws the consumer's attention to the advertised product and contributes to its better implementation, which is the advertisers’ goal.

Cultural Assimilation Creating Third Culture in Sumnima

Sumnima, a psychological love story between Aryan boy and Kirati girl raises some cultural and philosophical issues of cultural reality of Nepal. Cultural values in Nepal are conflicting but there is a unique understanding and co-ordination between the differing cultural and religious philosophies. Sumnima stands for Kirat's cultural philosophy and Somadattafor Aryan philosophy. Sumnima thinks body to be more important than soul. She believes on materialism, living life and real world. She wants to live with nature discarding all sorts of artificialities and formalities. She does not believe in the life after death. Sumnima is a symbol of materialism whereas Somadatta is of spiritualism. A blind follower of Aryan dogmatic principles, he is guided by Aryan religious, spiritual and cultural philosophy. He believes on eternity and immortality of soul. In course of time, he realizes the importance of Sumnima's culture, her philosophy of life and world. He is serious about his spiritual goals but succumbs to the charms of materialistic world. His son, an Aryan boy, marries Sumnima's daughter, a Kirati girl. Marriage between a boy and a girl of two opposite cultures signifies cultural assimilation and harmonization along with the unity in diversity. It connotes cultural liberalization and reformation in the ancient cultures of Nepal. Abstract ideas of Aryan culture and factual ideas of Kirat culture are integrated to create a new culture that brings the philosophy of materialism and spiritualism, or body and soul together. Cultural liberalism defeats the cultural and religious orthodoxy.

Ethno-cultural processes and identity in modern kazakhstan: Ethno-cultural processes and identity in modern kazakhstan

The purpose of the article is a comparative analysis of the unification processes, the functioning of national consciousness, the realities of national culture emerging in the ethno-culture of new Kazakhstan. In the modernization and civilizational practice of the modern national state, national consciousness plays a special role as an expert in relation to the universals of culture: we are talking about echoes of universal values in the worldview of an ethnic group. Testing of these universals is also collective. Modernization processes are becoming more and more open, a kind of developing system, a cultural organization and types and mores of the population appear. If we are talking about culture in the broad context of civilizational development, it should also be taken into account that culture not only unites people, but also distinguishes them. The same can be said about the openness of «powerful» national cultures capable of assimilating diverse cultural forms similar to the openness of the economy. Like a multiethnic State, the world community is interested in preserving the diversity of national cultures as a unique heritage of mankind.

Semiotic Approach in Lighting Product Design

Today, in addition to the basic functions of saving from darkness, it is also important for the lighting products to carry aesthetic values. In the designs, it is aimed to show the spaces different than they are, even to highlight them, to present successful, creative, artistic images and to create visual effects.
 Lighting products are design products that contain aesthetic elements in terms of being selectable and attracting attention. Industrial products carry meaning in respect to their cultural and communal reality. Therefore, these products are means of communication, and signs are one of the important tools for establishing this communication. In terms of designers, it is important to use the signs conveniently to convey the product to the target group.
 The aim of this study is to reveal how the semiotic approach can contribute to the design process. It is foreseen that the designs that are created by the designers with the inspiration of semiotic approach can easily find response in terms of marketability and perceptibility in the target audience. 
 In the study, as a method some home lighting products were selected from various sources and the examples were analyzed by using Peirce's triple semiotic classification of icon, index, and symbol. As a result of this semiotic analysis, it has been determined that using the visual elements in lighting product design is a frequently used method in design to make the products to be adopted by the target group. In the product design process, it has been seen that the semiotic elements guide the designers with deliberative placements, give them a creative perspective and inspire them.

REVIEW OF THE TEXTBOOK Borys Dmytro (2022). Onomastic aspects of translation: theory and practice. Onomastic aspects of translation: theory and practice. - Kyiv: KNLU Publishing Center, 2022 - 108 p.)

Strengthening the position of the Ukrainian state in the international arena, recognition of its role in maintaining global security and stability, deepening its integration into the Euro-Atlantic and world community raises to a new level the need to train highly qualified specialist translators, whose professional competencies would meet the requirements of modernity and the growing needs of our country. In the short term, due to the involvement of foreign governments, international organizations and private companies in the post-war reconstruction of Ukraine, the number of our international contacts at at all levels will increase rapidly. This means that that future specialists will not only have to search for and correctly use common equivalents of English place names, atroponyms, ergonyms, but also often reproduce them themselves, or rather create Ukrainian equivalents for specific English-language cultural realities, and vice versa. Thus, the expansion of international cooperation in economic, political, military, security cultural, educational, environmental and many other spheres of life, necessitates the creation of new modern textbooks and translation manuals. Such is the peer-reviewed textbook by D. P. Borys "Onomastic Aspects of Translation: Theory and Practice".

ПРАЗДНИК КАК ФЕНОМЕН КУЛЬТУРЫ

The article considers the phenomenon of holiday, its functions are revealed, the typology is highlighted, content conditionality by his-torical and cultural society realities. The author pays special attention to the holiday significance in the polyethnic region, namely in the Re-public of Buryatia, notes some new tendencies of the holiday calendar.

Art and Narrative in From Heaven Lake

Vikram Seth in his travel book ‘’From Heaven Lake’’ adopted photographic technique to portray the inner and external realities of China and Tibetan culture. His photographic technique is vivid and lucid. In this way, he describes it minutely. Through travel Seth has the complete knowledge of the problems that are faced by the people of the present age. He was deeply touched and aware of the rapidly changing social, economic and the political conditions. Seth has an immense variety. He is a man of varied moods, so his range is not confined to one or two subjects. He deals with all aspects of society. In spite of the immense variety of his moods, he portrays characters from middle class life. Seth’s diction in From Heaven Lake is characterised by artless simplicity. His fiction has simplicity of both form and diction. His diction is rich graphically. His narrative technique is completely based on photographic narration. He describes the Chinese feature and the Tibetan religion, folks, and environment through photographic technique.