2024, Vol. 15, No. 2.

Krivosheyeva Valeriya Valeriyevna
Zhirinovsky University of World Civilizations, Moscow, Russia
E-mail: valerie.nik95@gmail.com
RSCI: https://elibrary.ru/author_profile.asp?id=1212127

Abstract. The author presents a study that is devoted to the identification and description of complex translation transformations carried out by a translator in the process of adapting proper names in a pair of Russian-English languages. This article is part of the author’s dissertation research. The specificity of the adaptation of these linguistic elements is determined by the form of the texts, which the author, in accordance with their characteristics, combines into a single concept of «media product». The study examines the theoretical background of the problem, describes the existing ways of translating proper names, the author of the study also refers to the theory of discourse and translotological features of texts, which are understood as «media products». The generally accepted procedure for transferring proper names from one language to another and the importance of taking into account the cultural aspect directly in literary texts, the pragmatic purpose of which is to have an emotional impact on the recipient of the text, are considered separately. During the analysis of the factual material and in the practical part of this study, the author pays special attention to the aspect of heterogeneity of texts that contain elements of multi-level semiotic systems that affect the overall perception of a complete product. The nature and degree of interaction of these elements affects the algorithm of the translator’s actions in relation to the translation of individual language units, which are understood as proper names, taking into account not only linguistic, but also extralinguistic factors. In conclusion, the author notes the specifics of the adaptation process, within which there is interaction not only of a specialist in translation, but also of specialists in related professions who are directly related to the translation and adaptation of media products in a pair of Russian-English languages.

Keywords: polycode; creolized; multimodal; translation; fiction; proper name; adaptation

Nosova Vlada Dmitrievna
The use of transcreation strategy in cultural code translation
Zhirinovsky University of World Civilizations, Moscow, Russia
Federal State University of Education, Moscow, Russia
E-mail: nosov_vlad@bk.ru
RSCI: https://elibrary.ru/author_profile.asp?id=1159803

Abstract. This paper examines the linguocultural term «transcreation» as one of the most successful types of advertising text translation containing realities with a numerical code. The main strategy of the translator when working with texts on this topic is determined as to adapt the source text taking into account the national and cultural picture of the world of the target language. The need to pay attention to the transmission of the emotive code within the framework of intercultural communication when comparing culturally marked vocabulary in English and Russian is emphasized. The translator acts as a bicultural person, whose task is to convey the author’s intentions. To overcome linguistic and cultural barriers, it is proposed to use comparative and discourse-textual analysis of linguistic unit transmission with a numerical component. It is noted that digital poems have significant potential in advertising texts, since they represent traditional poetic forms and at the same time are associated with a certain concept. The author of the paper proposes the following algorithm for transmitting a numerical code — taking into account the poetic size, communicative register and literary traditions of both languages. In the considered example of translating a poem, the translator is tasked with reworking the original text in such a way that it meets the emotional, aesthetic and informational-pragmatic needs of the recipient, on the one hand, and preserves the original author’s goals, on the other. As a result of numerical conversion, it is possible to preserve the melody of the original text. It has been revealed that transcreation makes it possible to achieve adequate transmission of cultural code and polycode texts and can be used within the discipline of RFL as an educational and methodological basis for teaching Russian and English languages.

Keywords: intercultural communication; cultural code; linguaculture; transtlation; adaptation; transcreation; versification; poem

Somova Inna Yuryevna
Zhirinovsky University of World Civilizations, Moscow, Russia
E-mail: Innaaleftina@mail.ru
RSCI: https://elibrary.ru/author_profile.asp?id=440982

Chichulin Nikolay Aleksandrovich
Zhirinovsky University of World Civilizations, Moscow, Russia
E-mail: nikolay.chichulin@yandex.ru
RSCI: https://elibrary.ru/author_profile.asp?id=474739

Boeva Arina Sergeyevna
Zhirinovsky University of World Civilizations, Moscow, Russia
E-mail: boevaarin@yandex.ru

Abstract. Multilingualism plays a key role in modern international business. With globalisation, the ability to communicate in different languages is becoming an integral part of successful business operations. Understanding the benefits of multilingualism in business is essential for companies and corporations seeking international success.

First and foremost, the benefit of multilingualism is to expand the potential audience. Providing information about products and services in multiple languages helps to attract new customers from different cultural and linguistic backgrounds. This opens doors to new markets and increases a company’s competitiveness.

The second benefit is related to improved customer service. Multilingual communications allow more effective interaction with customers in their native language, which contributes to improving the level of service and strengthening trusting relationships with customers.

The third advantage is directly related to the formation of an international image. Multilingualism has a significant impact on the international image of the company. A company that is able to communicate in different languages demonstrates its readiness to adapt to a variety of cultural contexts and respect for the diversity of customers. This creates an impression of competence, openness and global orientation, which contributes to its image as an international player. Multilingual skills also provide a closer connection to local markets, which strengthens partnerships.

This paper will discuss the key benefits of multilingualism in a business context and its impact on expanding markets, improving communication and forming partnerships.

Keywords: multilingualism; business; globalisation; international cooperation; competitive advantage; cultural understanding

Proshkova Zoya Vyacheslavovna
Federal Center of Theoretical and Applied Sociology of the Russian Academy of Sciences
Sociological Institute of the Russian Academy of Sciences, Saint Petersburg, Russia
E-mail: eder57@yandex.ru
ORCID: https://orcid.org/0000-0002-6219-6905
RSCI: https://elibrary.ru/author_profile.asp?id=121960

Yeremenko Yana Yevgenievna
Saint Petersburg State University of Aerospace Instrumentation, Saint Petersburg, Russia
E-mail: firfir5@mail.ru

Abstract. The article is about Russian online schools that issue state-issued certificates to graduates. The relevance of the study is related to the accelerated process of digitalization of education and the need to improve the quality of human capital. The authors present a methodological model for analyzing the educational capital received by students in online schools. Empirical referents, with the help of which it is possible to identify the structure of educational capital and analyze its most developed elements and deficit zones, are substantiated. It was possible to classify the developed indicators and divide them into six groups.

Among the proposed indicators are academic performance, participation in Olympiads for schoolchildren, family educational capital, knowledge of foreign languages, computer literacy, profile and rating of schools, attendance at extracurricular activities. To understand the transmission of family educational resources, especially in the dynasties of technical specialists, not only the education and profession of the online school student’s parents but also the education and professional activities of older generations of the family are taken into account.

The list of referents is made to study the educative capital of online school students but it is also relevant to other groups of students. Indicators can be used in various types of empirical sociological and interdisciplinary research. In general, the methodological model is more suitable for the analysis of reflective technologies: representative polling, standardized questionnaires, focus groups, open-ended questionnaires, biographical interviews and other qualitative sociological methods.

The results of the study are useful for various areas of social policy, as well as for evaluating the digital educational environment and distance learning methods at school.

Keywords: online schools; students; educative capital; empirical referents; family; sociological methods

Shumilina Polina Dmitrievna
Don State Technical University, Rostov-on-Don, Russia
E-mail: npd95@mail.ru
ORCID: https://orcid.org/0009-0007-6365-828X

Minasyan Larisa Artavazdovna
Don State Technical University, Rostov-on-Don, Russia
E-mail: larmin1@mail.ru
ORCID: https://orcid.org/0000-0003-4302-5438
RSCI: https://elibrary.ru/author_profile.asp?id=48223226
WoS: https://www.webofscience.com/wos/aythor/rid/Q-4023-2016
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57211779292

Abstract. In this article, the authors conducted a sociological study among Russian youth to determine the factors that influence the choice of media content. The sample was 610 respondents aged 14–35. The urgency of the work is presented by the need to find out the reasons that form the media studies of Russian youth, in order to develop effective tools and solutions to increase the level of digital literacy of the modern generation. Respondents were asked questions that helped the authors to find out which platforms they preferred to obtain information, which format and type of content they preferred, and what the interviewees pay attention to when choosing the source of information, the reliability and reliability of the information. The results of the study showed that young people demonstrate a high level of interaction with the Internet space and all types of content, from entertainment to education, preferring text and visual presentation of information. For the younger generation in Russia, it is no longer important to have an official media license to choose a source of information, they are not sufficiently aware of methods to establish the reliability and reliability of the information received. It is more important for audiences between the ages of 14–35 to be popular and responsive to their interests and needs. The authors in this article conclude that in the media environment young people should have a request to improve digital skills, such as critical assessment of online content, cyber security awareness and responsible digital citizenship.

Keywords: media environment; media; Russian youth; mass medium; media entertainment; internet consumption; content; young audience; media channel

Dimitrieva Olga Albertovna
Chuvash I. Yakovlev State Pedagogical University, Cheboksary, Russia
E-mail: olgaal_79@mail.ru
ORCID: https://orcid.org/0000-0003-2734-640X
RSCI: https://elibrary.ru/author_profile.asp?id=799746
WoS: https://www.webofscience.com/wos/aythor/rid/AAZ-3038-2020
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57787537900

Maksimova Anastasia Yurievna
Chuvash I. Yakovlev State Pedagogical University, Cheboksary, Russia
E-mail: m4ndarinka65@yandex.ru

Abstract. Floropoetics reflects the floral image of the national world. This article focuses on the study of floronyms’ function in A.S. Green’s artistic world. The research’s relevance lies in its contribution to linguistic, cultural, and linguistic-cognitive studies, as well as in exploring the writer’s idiostyle through the representation of a specific semantic field. The main methods used in the study are continuous sampling to extract examples of floronyms from A.S. Green’s works, corpus analysis using the National Corpus of the Russian Language, contextual analysis, and linguistic stylistic analysis. The theoretical significance of this research lies in understanding the role of floronyms in A.S. Green’s world, as well as providing a methodology that can be applied to other Russian writers for further exploration of this aspect. The practical significance of this research lies in the fact that its findings can be applied to the teaching of lexicology and lexicography, as well as in the preparation and delivery of special courses on linguoculturology and philological text analysis. The study identified several thematic groups and subgroups of floronyms, including the «Man» category, which includes plant names used to describe a person’s appearance, emotional state, and character; the «Background» category, containing plant names used to create a setting for events; and the «Dangerous Place» category, comprising floronyms used to describe hazardous locations. It was concluded that flowers in A.S. Green’s works are details that contribute to the creation and embellishment of a fantastic reality.

Keywords: A.S. Green; floronym; artistic picture of the world; neo-romanticism; idiostyle; language of flowers; floropoetics; floroculture

Gridina Vera Valeryevna
Samara State Technical University, Samara, Russia
E-mail: samavera@mail.ru
ORCID: https://orcid.org/0000-0003-3183-0448
RSCI: https://elibrary.ru/author_profile.asp?id=723427

Abstract. The article describes the impact of artificial intelligence on the labor market in the field of information technology. Automation and robotization of processes is becoming more common, which leads to changes in personnel requirements. Artificial intelligence penetrates into all areas of everyday and professional life of a modern person. In this regard, classic professions and specializations are becoming obsolete or changing, and they are being replaced by new ones, which causes concern among the Russian population. Information technology workers also face the need to constantly learn and adapt to changing environments. To maintain a high-paying job, a modern person needs to constantly learn, adapt to new requirements for employees and have a set of qualities that are relevant in the modern world.

The article presents the results of a sociological study conducted at Samara State Technical University among bachelors, masters and graduate students studying at the Institute of Automation and Information Technologies on the impact of the development of artificial intelligence on the labor market in the field of information technology. The results of the study indicate certain skills and competencies that will be important for specialists in the future (deep understanding of machine learning algorithms, adaptability and ability to quickly learn new technologies, creativity, ability to work in a team, development of emotional intelligence, etc.). The article describes the professions that are most and least susceptible to replacement by artificial intelligence. An analysis of respondents’ opinions about educational programs and areas of training is carried out, the need to update them and introduce new ones, aimed at increasing the level of students’ awareness of the development of artificial intelligence, is emphasized. Measures of state support for workers in the field of employment are proposed.

Keywords: artificial intelligence; information technology; machine learning; automation; labor market; employment; robotization; online learning; educational programs

Kinderknekht Anna Sergeevna
Perm State Agro-Technological University named after Academician D.N. Pryanishnikov, Perm, Russia
E-mail: a_kinderknecht@mail.ru
ORCID: https://orcid.org/0000-0002-4597-9297
RSCI: https://elibrary.ru/author_profile.asp?id=341908
ResearchGate: https://www.researchgate.net/profile/Anna-Kinderknekht

Abstract. The relevance of the research is due to the interest in the manifestation of linguistic personalities in a particular type of discourse. The article is devoted to one of the possible participants of conflict discourse — a mediator. The mediator is a neutral person who is specifically engaged by the parties to the conflict to resolve their differences and to ensure their communication. The mediator organizes negotiations in a conflict discourse without getting involved in the conflict situation. The question is raised about the role of a mediator in conflict discourse. The author is interested in whether the role of the mediator changes in different areas of conflict discourse. It turns out that the conflict is the motivational basis of the mediator’s activity. The mediator works in the conflict as a participant in the mediation discourse and as an external expert for the parties in the conflict discourse. The discourse of mediation is considered as a discourse that includes conflict and cooperative types of discourses. The role of the mediator is associated with the transformation of the subjects of conflict interaction and with the transformation of conflict discourse into cooperative discourse. The article draws attention to the fact that different spheres of mediator’s application do not change his role in the conflict discourse. Conflicts happen in different spheres of human activity. A mediator needs, at a minimum, a basic mediation course to help conflict participants to resolve their differences. The possible areas of mediation are listed and it is noted that the mediator’s specialization is related to the mediator’s knowledge about the conflict area and does not relate to mediation competence.

Keywords: mediator; conflict discourse; mediation; linguistic personality; conflict; role of mediator; scope of mediation

Leonteva Nelli Vladislavovna
Astrakhan Tatishchev State University, Astrakhan, Russia
E-mail: m-n.alieva@yandex.ru
ORCID: https://orcid.org/0000-0002-5177-0641
RSCI: https://elibrary.ru/author_profile.asp?id=1129686

Abstract. The author present the phenomenon of memory politics, which is a key aspect of forming and maintaining national identity, as well as determining the foreign policy priorities of the Republic of Azerbaijan. In the context of Azerbaijan, a country with a rich history and cultural heritage, the translation of memory policy plays a significant role in shaping the image of the state in the international arena. Consideration of the peculiarities of this process allows for a deeper understanding of Azerbaijan’s foreign policy strategy, its interaction with other countries and international organizations, as well as the influence of historical heritage on contemporary political decisions. The export of national culture, its promotion abroad and the formation of a positive image of the country contribute to the creation of a favorable foreign policy environment. This allows the country not only to preserve its identity, but also to interact with other cultures within the global cultural space. The author presents the strategy of constructing a model of Azerbaijani cultural memory policy in foreign policy and the ways of its realization, which also serves to consolidate society and build a new model of national identity formed after the collapse of the Soviet Union. This model includes both a number of features characteristic of the former Soviet republics and specific provisions distinguishing the Republic of Azerbaijan. In this sense, the political and cultural processes taking place in Russia’s neighboring states are of particular interest to researchers, allowing them to build a competent attitude to the current processes affecting society both in Azerbaijan and in Russia, which is home to a large Turkic-speaking population, including ethnic Azerbaijanis.

Keywords: memory policy; Republic of Azerbaijan; cultural policy; collective memory; national identity; state policy; international relations