The article deals with the research of the concept as one of the key linguistic notions. The characterization of different approaches to the definition of the notion in "concept" is suggested. The role of the concept in the formation of the national conceptual sphere is discussed. It is noted that the persistent interest of scientists only in certain aspects of the study of the conceptual sphere of "food" necessitates a holistic study of the linguistic and cultural concept of WINE, the study of language units in the synthesis of their semantic and functional specificity, the identification of the peculiarities of the generation of a linguistic sign, as well as the need to outline linguosemiotic and linguocultural of the parameters of the concept, evidenced primarily in literary samples and paremias. The relevance of the chosen topic is determined by the need to expand and significantly deepen knowledge about the linguistic representation of the linguistic and cultural concept WINE in the formation of a model of the Ukrainian mentality, which helps to reveal ways of interaction between the verbal and cultural codes of the nation. The purpose of the scientific work is to study the linguistic and cultural specificity of the concept of WINE in the Ukrainian National Linguistic Worldview. The essence of the concept of "linguistic and cultural concept" and "gastronomic discourse" was clarified in the studio; the linguistic and cultural content of Ukrainian pairs with the concept of WINE is determined; the syntagmatic relations of the name of the concept were analyzed; the mechanism of respondents’ perception of the WINE concept was investigated. The authors researche into the concept WINE (vyno) in Ukrainian linguistic worldview. The scientific novelty of the work lies in the fact that it examines the linguistic and cultural concept of WINE in the Ukrainian linguistic picture of the world. In the work, the elucidation of the features of the linguistic and cultural concept and gastronomic discourse was further developed, the linguistic and cultural content of paremy with the concept WINE was determined, and the syntagmatic connections of the name of the concept were investigated. In the future, we plan to investigate the linguistic and cultural specificity of other concepts related to the gastronomic discourse.
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