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Vol. 27 (66), № 2. 2014
Social communications

Section 1.
Theory, History, development strategy of social communications.

Bogdanovich Olga
Regional information space of Crimea: realities and challenges
This article describes a real perspective of regional information space of the Republicof Crimea and the strategic prospects of the media space, speaks of the need for speedyimplementation of the Crimean informational sphere in Russian legislation.

Volodchenko O.
Technologies to create a positive tourist image in mass media
Technologies that are used in mass media in the forming of the tourist image of theterritory, of the country are considered in the article. The focus is on PR-technologiesthat are most effective in forming the image. PR-texts feature is that they are directed to aspecifi c audience and are given the target audience the information that it needs. Moreover,such information is always positive and focused on forming of attractive image.About 1700 articles published in the specialized travel publications and social andpolitical newspapers were analyzed. In the analysis it was found sixteen technologiesavailable in the arsenal of mass media, of which six are described for the fi rst time. Amongthem, technology press tours; technology for creating texts for city tours; involvement ofexperts from scientifi c staff, specialists in the tourism sphere, representatives of publicorganizations; technology offers its own expert, that is a journalist himself acts as anexpert; technology of choice of language for communication, namely the use of a specifi clanguage (English, German, etc.) to communicate with the reader by the clear focus on thetarget audience.

Mashchenko Aleksandr
«Crimean Tatar component» of the Crimea`s image in American media (1991-2013 years)
The article shows a constant interest of the leading American media in the Crimea,systematizes publications by various media telling about this disputed area. It explainsreasons for interest of American media in the fortune of the Crimea.The article analyzes how Crimean Tatar component infl uences on the Crimea`s imagein American media. An author says that one of the most important characteristics formingthe Crimea`s image in western media is Crimean Tatars returning from deportation andstruggling for their rights.
The article classifi es Crimean publications of the famous American print media; designedthe Crimea`s image in these newspapers and journals; analyzes how Americanmedia evaluate Crimean Tatar historical, political and cultural component of the Crimea.The article demonstrates that powerful Crimean Tatar component on the one hand determinesoriginality of the Crimea. But on the other hand this component turns out to be aconfl ict factor which provokes confrontation inside and outside peninsula.
Most often Crimean Tatar themes emerge in American media during confl ict criticalmoment like breakdown of the USSR, presidency of Yuri Meshkov, Russian-Georgian Warin 2008 year.

Section 2.
The language and style of the media, textual competence.

Aliyeva V.N.
Onomatopoeia modern russian language as an evolving range of words
The article analyzes the peculiarities of functioning of onomatopoeic words andonomatopoeia in the Russian language. Identify factors that contribute to the formation ofnew words on the basis of onomatopoeia.

Vlasenko M.V.
National-cultural specifi c of the phraseological units
The research deals with the phraseological structure of the language, existence andfunctioning of the national-cultural component in it. The language is the major way offormation and existence of man’s knowledge about the world. Firstly, it is the basis forthe development of linguistic picture of the world, one of the deepest layers of the pictureof the world. Secondly, language expresses and explicates other pictures of the humanworld which enter into the language via special lexicon, introducing the features of aperson and his culture.It is important to draw that phraseological units are an integralpart of the national cultural heritage of the nation and at the same time represent thementality of it. The peculiarity of the existence of non-verbal symbols forms is their staticcharacter. But in contrast to the non-verbal symbols a language symbol, as a means ofcharacterization, has the ability to create new shades of meanings. It is concluded that thephraseological unit is a complex system, which can not be explained at once and it requiressome interpretation. Facts about country's history, geography, economy, lifestyle are allrepresented in the semantics of many phraseological units, thus we can talk about nationalcultural phraseological semantics. Today, many linguists recognize that a large layer ofphraseology occurs precisely on a national basis. The results underline that the emotional
coloring of the phraseological units represent in its content together with the denotativevalue shades of feelings, moods, the speaker's attitude to the subject.

Grozyan N. F.
Phraseological units defi ning human altruistic behavior of a person in ukrainian language: ideographical and psychosemantical aspects
A semantic and ideographic classifi cation of phraseological units defi ning human altruisticbehavior which considering the achievements of modern phraseological and psychologicalsciences is studied in the article. Ideographical classifi cation of phraseologicalunits defi ning human altruistic behavior is revealed with psychological classifi cation.Phraseological microsystem ‘Altruistic behavior of person’ is transmitted by wide rangeof phraseological means of Ukrainian language. There are three groups of phraseologicalunits that are consist of synonymous ranges: ‘Situational altruistic human behavior’,‘Average altruistic human behavior’, ‘Deliberate evaluative altruistic human behavior’.Researching material shows that ideographic structure of phraseological microsystem ‘Altruistichuman behavior’ is not ramifi ed. There are no semantic groups and semantic fi eld.The subject groups consist of synonymous ranges, the most numeral of them is synonymousranges with meaning ‘to help making the right lines of behavior’, ‘infl uence to smb insomething’.

Kashirina M.
Semantic potential of prefi x over- as a derivation resource of expressivity in modern Russian
The article analyzes the derivative verbs, nouns and adjectives with the prefi x over-.They realize the value of “too much”, “too little” and enhance the expressiveness of speech.Considerable expressive possibilities of prefi x over- allowed to expand the boundaries ofits compatibility. Anchoring in the linguistic consciousness of native speakers as a kind ofprefi x over- redundancy allows us to consider it as one of the symbols of Russian culture.

Kolesnikova O.V.
The representation of emotions in the Russian phraseology on the materials of causal phraseological units
In the article are represented specifi cs of the representation of emotions by dint of thecausal phraseological units in respect that partners of the causal situation and lingvoculturalaspect of research of language. In the article examines feature of the emotional infl uencein situations «move emotions», «move positive emotions» and «move negative emotions».

Kislukhina M. V.
Onomasiological structure of the terms of agricultural and soil microbiology (based on the english, ukrainian and russian languages)
The article is devoted to the investigation of onomasiological structure of theagricultural and soil microbiology terminology on the base of the English, Ukrainian andRussian languages. Onomasiological analysis allow us to reveal conceptual mechanismsof the formation of agricultural and soil microbiology terms and to defi ne their motivationprinciples. Onomasiological analysis gives us opportunity to defi ne connection betweenonomasiological structure of agricultural and soil terms and semantic cases.
The research is based on the tertiary model of derivative and compound word developedby E. S. Kubriakova. This tertiary model consists of onomasiological base, onomasiologicalfeature and onomasiological predicate.We have revealed that onomasiological model in English, Ukrainian and Russianlanguages includes one base and one feature (derivative, complex, complex compoundword, multiword complexes). We have marked such bases as process, living things,substance, artefacts, objects of nature, plant’s parts, plants, animals, insects. In our paperwe have described onomasiological features such as location, emotional-expressive,estimation, outward appearance etc. Outward appearance features are important foridentifi cation of agricultural and soil terms, they include peculiarities of a microbe’s,plant’s, animal’s structure, form, colour, size. In the paper the author has revealed andinvestigated onomasiological predicates.

Nadyarova E. Sh.
Distribution of slang expression among youth
The place and the importance of slang expressions in the language system has beenstudied in the article. Relationship between the terms "jargon" and "slang" was established.Place slang vocabulary in modern language was determined, the dependence of linguisticprocesses of the public has been determined. The concept of "language person" and itsplace in the axiological personality system was investigated. The specifi c use of youthslang in the student audience was studied. Empirical data from the speech of students inthe Taurida National V. I. Vernadsky University was collected. Research of foreign studentsknowledge of Russian slang and slang expressions, comparing of the frequency of use ofcertain jargon in different youth teams was held. Main sources of the appearance slangamong the youth were identifi ed. Conclusion about the attitude of society towards slangwas mad/

Mezenko A.
Hortensionym as a kind of toponyms: status, functioning properties
The article introduces the term hortensionym which refers to the proper name of anytopographic feature within a horticultural society; by identifying similarities and differencesbetween hortensionyms and urbanonyms on one hand and between hortensionyms andvikonyms on the other hand; the article determines the status and the most importantfeatures of hortensionyms as a special kind of place names, the features of their functioning;the article stresses that semantics of hortensionyms is an intricate complex which includesemotive connotations much more frequently than in urbanonymia and vikonymia.

Resutova E. I.
Interaction and differentiation of lexical borrowing and copying the previous one (on the material of the Crimean Tatar language)
This work is devoted to the problem of the relationship between the tracing paperand borrowings, which are the result of language contact (on the material of the CrimeanTatar language). The analyzed phenomena have a number of both common and distinctivefeatures. Based on the problem of the interaction of lexical borrowing and replication, weexamined the issue of incomplete cripples. In this matter the opinion of the linguists aredivided: one part of linguists (Majerova BC [1999], Garifullina L.A. [2008], S.V. Vasilievа[2009], Soltakhanov II[2009]) to derivational polyalkyl apart compound words includewords that have the same basis; the other part of scientists (Garipova A., Efremov, L.P., N.Maximov, Molina R., Plotkina I.V., Taukenova А.М., Tchaikovskaya, Caruaru Y.B.) believethat derivational polyalkyl are only diffi cult words, where one of the components is taken,and the other is translated. Russian loanwords when passing them on calcerous languageobey grammatical laws receptive language, i.e. take affi xes calcerous language. Analyzingpolicelike socio - political content of 90 - 95 - ies of XX century, we believe that in theCrimean Tatar language to derivational polyalkyl are only complex words consisting ofborrowed and own vocabulary

Savchenko L.V.
Functions of somatic code of culture in the formation of phraseosystem the russian and ukrainian languages
The article is an attempt to present hierarchical model of somatic code of culture thatcreates a holistic picture of the refl ection of the material world in phraseological units;the system of subcodes of culture of I–ІI levels is built in the work. Phraseological unitsof the Russian and Ukrainian languages are representatives of codes of culture and theirimplementation in the components and semantic interpretations refl ects national andcultural marking.Somatic code covers a large group of components of phraseological units inphraseosystem, interpreting spatial relationships, human behavior, mental and emotionalstate. Exploring the somatic code of culture in phraseology, the author defi ned componentssomatismsin the structure of phraseological units, endowed with symbolic signifi cance ofnational and cultural marking. The most productive components in both languages are:plait, head, arm, neck.
Thus, somatic code is implemented in the structure of phraseological units with thecomponents which are exhibitors of symbols of culture. A person starts coding of culturalspace from himself, so the function of symbols is fulfi lled by somatisms. Componentssymbolsto designate parts of the body become the source of cultural interpretation. Symbolicfunctions of the body occupy an important place in somatic code, they are involved in theperformance of rites and rituals in spiritual culture.

Segal N.
The concept of “time” in the modern linguaculture: the way of verbalization in the lexical-semantic system of the Russian language
In the article the features of realization of koncept are examined time in the Russiansphraseological units, on the basis of author parametrization the nacional-kulture featuresof koncept to come to light and open up in phraseology by linguistic units with a temporalvalue.

Chevela O.V.
Naming phenomenon in the context of teolinguistics
In the article is analyzed exegectical reception of a sacral etimologization and in acontext of religious and philosophical views of the early Byzantine period. The continuityof the patristic views at the ontological nature of a word in the philosophy of a name comesto light.

Yashchenko T.
Discursive analysis of the causal versions of memoirs, diaries, and philosophical texts
The article is devoted to the implementation of the causal versions of discourses, whichare characterized by the presence of internal dialogue. Provided the relationship betweenthe discursive features of causal versions and feature of Russian linguistic mentality.

Section 3.
Regional Media: Realities and Prospects.

Valeieva L.
Ethical pretsedentosfera of news journalism on Sevastopol TV
The article defi nes the concept of «ethical pretsedentosfera» and describes itscomponents for the modern television journalism. The results of the research content ofnews programs leading TV channels of Sevastopol and revealed them to the specifi c natureand expectations of the audience.

Mashchenko Aleksandr
«Crimean Tatar component» of the Crimea`s image in American media (Crimean spring of 2014 year)
The article shows a constant interest of the leading American media in the Crimea,systematizes publications by various media telling about this disputed area. It explainsreasons for interest of American media in the fortune of the Crimea.The article analyzes how Crimean Tatar component infl uences on the Crimea`s imagein American media. An author says that one of the most important characteristics formingthe Crimea`s image in western media is Crimean Tatars returning from deportation andstruggling for their rights.The article classifi es Crimean publications of the famous American print media;designs the Crimea`s image in these newspapers and journals; analyzes how Americanmedia evaluate Crimean Tatar historical, political and cultural component of the Crimea.The article demonstrates that powerful Crimean Tatar component on the one handdetermines originality of the Crimea. But on the other hand this component turns out to bya confl ict factor which provokes confrontation inside and outside peninsula.Most often Crimean Tatar themes emerge in American media during confl ict criticalmoments like Crimean spring in 2014 year.

Section 4.
Modern media education, special training for journalists: 
Domestic and foreign experience.

Khynkota T.
Children and mass media: the prospects of Ukrainian media education
This article is dedicated to the importance of media education in the modern world. Inthis article is said that working in media is a negative side. The task of the journalist is notonly to fi nd out it but also to look for the possibilities of resisting it. Introduction of mediaeducation is added to curriculum of foreign and Ukrainian schools.

Section 5 .
Literary Discourse.

Velychko N.
Crimea as a dominant element in A. P.Chekhov’s language consciousness in his later years (on the material of the author’s epistolary heritage)
The article presents the structure and the linguistic means of the implementation oftoponymic concept Crimea in A. P. Chekhov’s Crimean epistolary texts.The linguocognitive and discourse analysis made it possible to reveal the connectionbetween the knowledge, contained in the language, and the author’s perception, cognitionof the reality, consider and refl ect social, cultural, communicative, cognitive characteristicsaccording to the author’s system of values.The concept Crimea is presented as a multidimentional structure of frame organisation,composed of basic frames: Crimean settlements, Sociocultural sphere, Sphere of resorts and medicine, Nature.The results of the investigation confi rmed the productivity of the linguocognitiveapproach to the analysis of the author’s epistolary heritage, defi ned the necessity of furtherresearch of the author’s individual worldview as a cognitive phenomenon.

Dominenko N.
Debatable theoretical aspects of writer’s literary letter
The given article considers some theoretical aspects of writer’s literary letter touchingupon the theory of this genre: the defi nition of such type of the letter, genre belonging.Special attention is given to such fundamental signs of speech genres, as the conceptionof the addressee, the contents of the letters and their modality among which, the mostimportant role is attributed to the conception of the addressee, as it refl ects the characterof interrelations of the correspondents (family, friendly, love, professional), on the basis ofwhich the subject-thematic contents of all the messages as well as the type of modality arechosen and formed.
The genre dominants of writer’s epistles: the concept of the addressee, the clearstructure and the axis projection, resulted from the interaction of such constituent signsof the letter as a complete integral expression: the concept of the addressee, the subjectthematiccontents and subjective modality of the author were investigated in the article.

Casarin VP, Novikov MA
Poem of Anna Akhmatova
"I see a faded flag over customs ..." (Experiments and real poetologicheskogo comment)
The paper reveals Petersburg and Crimean realia underlying the poetic imagery in AnnaAkhmatova’s poem written in 1912. Among the Petersburg realia are the main MaritimeCustoms House with its special fl ag and Prof. D. Ott’s clinic founded in 1797 by EmpressMaria Feodorovna and widely referred to as the Imperial Maternity Home. Among theCrimean realia are the suburbs of Sevastopol (with N. Tour’s estate Otrada and Dr. E.Schmidt’s mud cure clinic), the Streletskaya and Pesochnaya Bays, Chersonese and St.Vladimir’s Cathedral. New insights into the circumstances which inspired Akhmatova’s textare offered such as the birth of her son Leo and her estrangement (as well as subsequentoffi cial divorce) from N. Gumilev. The double addressee of the poem is proved, as well asa special prophetic meaning of its fi nal part. The historical and biographical methods arecombined in the research with realia comments and in-depth poetological analysis. Thetext is interspersed with illustrations.

Karpenko A.
Synesthesia as means of expression of the symbolic world perception
In this article, the author turns to the problem of symbol and means of its expression.This is due to the fact that almost all previous approaches to the study of this phenomenonignored the fact that symbol is the supporting foundation of culture. Considering thevariety of symbolic means of expression the scientists did not paid enough attention to thisphenomenon. The author starts by giving a historic review from Antiquity to the presentday. The article is devoted to the study of the phenomena of synesthesia and the law ofuniversal analogy. Exploring symbolic texts of culture, the author defi nes synesthesiaas «feelings come together.» Revealing the essential characteristics of synesthesia, theauthor relies on his own translation of passages from literary works and critical articlesby Charles Baudelaire, Joris-Karl Giyusmans, Theophile Gautier, Ernest Raynaud, BorisViana. Charles Baudelaire, whose poetry was symbolic, while creating his poetic world,came to conclusion that there is a deep and universal law «Law of Universal analogy»that allows «to understand without effort» « the language which is spoken by a fl ower anda dumb thing». According to Baudelaire, poetry must establish correspondence betweenthe arts, architecture, sculpture, painting and music. The author comes to conclusion thatsynesthesia defi nes the horizontal correspondences between the various senses. Verticalcorrespondences express the sacred in a world where everything is just a symbol of ahigher reality.

Kuryanov S.
A few words about the Crimean text (Differentiation notions Crimean motif, the image of the Crimea and Crimean theme)
For the formation of the Crimean text in Russian literature were of great importancesuch literary phenomena such as Crimean motif, image of Crimea and Crimean theme. Thearticle is an attempt to understand these concepts and their distinctions.

Mikolaychik M.
The Archetype of the Self in Doris Lessing’s Novels
The article highlights previously undiscussed aspects of the Jungian self archetype asit is manifested in Doris Lessing’s The Golden Notebook, The Summer Before the Darkand the Children of Violence series. The author starts by outlining the Jungian concept ofthe archetype of the self, summarizing the fi ndings of previous research into the issue andexplaining the expedience of her research whose results are provided further in the article.
The author shows how the novelist represents the complicated and paradoxical nature ofthe self archetype as the wholeness, the starting point, the ultimate goal and the regulatingcentre of the psyche, fully in accordance with the Jungian concept of the self. A particularemphasis is made on two facets of the self archetype as the wholeness and the regulatingcentre, which acts through a person’s dreams, visions, fantasies and intuitive insights. Threefunctions of Lessing’s heroines’ dreams and visions are revealed, namely refl ecting theircurrent mental state, guiding them through their individuation process and/or predictingthe future. A number of dreams described in The Golden Notebook, The Summer Before theDark and the Children of Violence series are interpreted in the article using the Jungianarchetypal approach. Some pivotal images are also highlighted which symbolize the threeheroines achieving their wholeness and selfhood as a result of the personal individuationprocess.

Semenets O.
Mythologism by Bernard Werber in the novel «The last secret»
In the article based on the novel by Bernard Werber «The L ast Secret» we consider thefeatures of neomythology in the middle-literature of XX-XXI centuries. The relevance ofthis study is dictated by the absence of a specifi c literary studies of the works of this writer,and a tendency of convergence of mass and elite literatures, observed in the last third ofthe last century. Mythology critics has allowed the author, bringing the latest developmentsof intertextual and receptive theories to trace at what levels, and for what purpose thewriter weaves mythological intertext into the fabric of the narrative art. The analysis hasled researchers to several conclusions.
Bernard Werber is trying to create a new myth, but the mythological thinking is notnaively unconscious but deeply refl ective. Mythologism is combined with a psychologicalinsight, and prompted by the contemporary socio-cultural situation, when a personsurrounded by people remains alone and the only way for him or her to fulfi ll themselvesbecomes possible only in the depths of the World Wide Web.His Odysseus embarks on a journey not to the sea in the search of the way home, buthoned in his own body (paralyzed and not being able to speak) he virtually explores allthe mysteries of the brain with the help of a computer named Athena which is connected tohis head. In the neomyth the transcendent power dominating a man is not the nature buta civilization created by him (artifi cial intelligence that speculates on the enslavement ofthe world), for that reason the mythological world view primarily becomes not heroic buttragic or even tragically farcical, grotesque.Odysseus by Werber does not have any heroic traits, his exploits in the name of thescience turn out to be defeats (opening Pandora's box, having mastered the last secret), andhe returned home to the bosom of his family being a «vegetable». In the same condition hewas before he took the pseudonym Odysseus-Ulysses. From the point of view of the reader'squery novels by Bernard Werber contain a signifi cant portion of the mythological componentthe use of which successfully performs three main functions: entertaining (using the matrixof a detective genre), inherent in the popular literature; educational (information-richexcursions into the ancient mythology, philosophy, literature), more typical for middleliteratureand popular science; communicative, which carries out a dialogue betweendistant epochs, where the myth about Odysseus is an interpretative medium designed tostreamline and harmonize existing world order; activating imagination and cognitiveactivity of the recipient inherent in the elitist literature and allowing him to overcome thefears of a man on the way to becoming a new civilization.