#3 / 2014
Kuyek A.S., Setova S.A.
Paco in mythopoetics of Adyghes
The paper examines one of the cosmogonic images of the «Nartkher» heroic epos
of Adyghes, Paco. This is an evil deity, having a peculiar influence on Narts that are forced
to make gifts to him. It is noted that the functions of each cosmogonic deity in the Adyghe
mythology are clearly defined. However, it is not about Paco. Nart legends suggest the
possibility that Paco is a patron of atmospheric phenomena. It is established that in the
context of ethno-mental worldview, perceptions of «godlike» Paco, the saint patron of the
forces of nature, are of great importance in Nart studies and Adyghe mythology.
Unarokova R.B., Shkhabatseva M.A.
Objectification of ideal hero in lullabies of Adyghes
The paper examines genre features and ritual context of the Adyghe lullabies. The
artistic and stylistic specificity of texts is analyzed. The plot-formation and poetics of lullabies
are studied. Principles of image formation of ideal hero are identified. The main conclusion
is drawn that lullabies of the Adyghes forecast the model of the future life of the child.
Folklorisms in poetry of Khussen Khamkhokov
The paper explores the artistic and stylistic specificity of poetry of Khussen
Khamkhokov, one of the brightest representatives of poets Effendi. Folklorisms and the
objective world of his poetry point to interlacing folk and literary traditions. The conclusion
is drawn that Khussen Khamkhokov’s poetry should be considered in the context of oral
literature, a special type of artistic creation, formed in nations with new literature in Russia
in the late 19th - early 20th century.
Theoretical foundations of postmodern advertising
The paper examines postmodern techniques in modern advertising. The creative,
game and multi-sense nature of contemporary advertising discourse corresponding to the
theoretical concepts of postmodernism is marked. The author presents and analyzes examples
of postmodern advertising. Conclusions are drawn on the effectiveness and popularity of non-
traditional advertising content, as well as on its understanding and acceptance by modern
user if the quality of its execution is high.
Novak M.V., Beshukova F.B.
Typological characteristics of the Russian religious print in the USA in the 19th and 20th centuries: category of «function and purpose» of edition
A typological analysis is made of functions performed by confessional press of
Russian emigration in the USA in the period of its origin, formation and development. It
is revealed that the objectives and functions of this unit of the Russian diaspora press are
consistent with the classic functions of journalism, which are performed by the rest of the
media. It is concluded that the most important feature of the publications aimed at maintaining
the position of the Russian Orthodox Church in the conditions of foreign countries, is a multifunctional activity and the universalization of the content.
«Encyclopedic Dictionary, compiled by Russian scientists and writers» and its place in the typology of the 1860s printing
An analysis is made of the history of the creation and functioning of the «Encyclopedic
Dictionary», published under the editorship of P. Lavrov in St. Petersburg at the beginning of
1861. Dictionary is regarded as an organ of the opposition journalism, as experience with the
use of the publication of this kind to promote certain ideas and also as a stage in the search
for publication for secondary society layers, drawn away from serious «thick» magazines for
objective reasons. The address to its articles shows that it continued the best traditions of the
notorious «Pocket Dictionary of foreign words that are included in the Russian language»
by M.V. Petrashevskiy.
Study of Arts
Baste A.K., Mitus I.V.
The concert activity of “Ashchemez” folk group as a new wave in recreating the Adyghe folk singing tradition
The paper shows that the Adyghe folk singing tradition is fading away in post-Soviet
time and deformations of the mechanism of oral transfer of folk singing skills between generations take place. Goals of the folk group teaching are to develop creativity and make
people fully aware of their ethnic culture. Artificial recreation of folk singing tradition is typical of a concert performance as part of organized leisure activity of schoolstudents. A
parallel existence of different folklore forms, including the concert one, is emphasized making an example of “Ashchemez” children’s folklore ensemble.
Organ culture of Ancient Greece, Rome and Byzantium: a historic-genetic aspect
The paper discusses the features of development of organ culture, formed in Ancient
Greece, Rome, and Byzantium. Organ creation is shown to be preceded by active development
of science, technology and arts in Classical Greece, Hellenistic States, and Rome Empire.
In this connection the organ is interpreted as a multi-artistic phenomenon, possessing the
specific means such as engineering, acoustic and theological. In Byzantium period the organ
culture was developed as secular culture. Owing to high engineering excellence of those
times, exotic organ-like instruments and automatic music machines have been designed.
Japanese ceramics decor: the symbolic and imagery structure of a literary text
The paper discusses the features of symbolic language and structure of the artistic and
symbolic text in the Japanese traditional ceramics decor. Those are a close relationship of the
decor with the hieroglyphic writing of the Far East, a literary tradition, syncretic religious
cults, and aesthetic and ethical doctrines of Japan. Understanding the symbolic - imagery
construction and the structure of a literary text in Japanese ceramics allows us not only to bring
the product into correlation with a particular cultural tradition in Japan, but also, in some cases,
to establish date, due to the history of export production in the workshops of the country.
Features of perception of music by S.V. Rachmaninov
The paper examines the features of perception of music opuses of S.V. Rachmaninov.
The perception is characterized by reflection in listener’s consciousness of sound structures
by means of which a comprehension and understanding of art sense of works as a special
form of reflection of reality occurs. Symbols are noted to have an impact on perception of a
piece of music, and on its sense. It is established that all the variety of the signals, transferred
to the listener, is processed and turns into signs which can evolve subsequently in symbols.
New horizons for the study of literature (on the origin of the Eurasian literary criticism)
The paper discusses one of the most topical problems of today, namely: Russian
literature genesis and methodology of its scientific comprehension. We are talking about such
fundamental issue as the cultural and historical conditioning of literature. A new approach
is formulated which takes into account cultural and historical «stories» that did not attract
attention of researchers previously. A conclusion is drawn about the Eurasian identity of the
Russian multiethnic and multicultural symbiosis.
«Formula of space fence» in the poem «Pugachev» by S.A. Esenin
The paper discusses the Esenin’s poem «Pugachev» in terms of the folk tradition.
Much attention is paid to the image of Pugachev and his connection with the motif of a
«space fence». Parallels to the Russian riddle, folk drama «Boat» and to the burial ritual
are provided. The author raises the question of the relationship between myth, folklore and
literature. Finally, a conclusion is drawn that the appeal to historical poetics and to internal
forms of folklorism allows the reader to understand Esenin’s works differently.
Analysis of mystical novel «The Handwriting of Leonardo» by Dina Rubina
An analysis is undertaken of the novel «The Handwriting of Leonardo» by D. Rubina,
(2008). The paper introduces and describes a complex structural composition of the novel
and multifaceted image of the protagonist. The author shows certain facets of attitude of the
writer. It is inferred that in terms of the implemented analysis, the novel is a genre fusion of
a psychological drama, fiction, detective and family saga.
Intertextuality as the embodiment of the idea of «Death of the Author» in the literature of postmodernism
The paper discusses the relationship of the concept of intertextuality and the theory
of «Death of the Author». The author gives examples of different kinds of intertextual links
and existing points of view on the mechanisms of interaction between the texts. A conclusion
is drawn that intertextuality forms a complex mechanism of transfer of extra-textual reality
into the text.
On the origin of the genre of the Christmas story in Russian literature
The paper discusses the emergence of the Christmas genre in Russia, the development
of which is connected with the name of Nikolai Gogol. The Christmas genre is shown to exist
in Russian literature before the appearance of the «Christmas Stories» by Charles Dickens,
but in a slightly different form. The first sample of the Christmas story in Russian literature
was the story of N.V. Gogol «The Night before Christmas». This story has paved the way
for the rapid reception and, in the future, partial reconsideration of the Western European
tradition of celebrating Christmas.
Panesh U.M., Sokolova G.V.
On typological relations of the Adyghe general story about the War to Russian literature
The paper examines typological features of stories of the War years in the Adyghe
literature. The moral content of this topic was so large and bulky, that it gave a powerful
impetus to the literature, having formed a characteristic structural-typological layer in
it. These changes, common for the Russian literature, had a special significance for new
literatures. It is inferred that the importance of the Adyghe literature of this period is that it
has developed such problem-stylistic and structural features that have played a significant role in the formation of a new phase of national literatures.
The archetypal image of the Hiding Place in the novel of Thornton Wilder “The Eighth Day”
The paper is devoted to one of the features of the novel of Thornton Wilder “The
Eighth Day”: the nascent state and the further development of the archetypal image of the
Hiding Place in the novel. The Hiding Place is shown to be a symbolic element of cultural
space. The connection of the archetypal and psychological makes the image of the Hiding
Place inseparable with the internal state of the family: its life and destruction.
Shikhveledova I.A. (Abdulgalimova)
Spiritual and moral content of the poem «Conversation with My Son» by Alirza Saidov
The spiritual and moral concepts of Lezghian poet Alirza Saidov are examined
based on the material of the poem «Conversation with My Son». The relationship of history,
literature, culture and folklore, traced with its comprehension, is identified. It is inferred
that the principles of morality and moral education of the younger generation are closely
connected with the history of the people, their culture and art.
Avakova L.A., Goncharova V.A.
The comparative analysis of new words with the anti- element in Russian and English languages
The paper examines neologisms and nonce words functioning in the contemporary
mass-media. The authors analyze neologisms and nonce words with the anti- element from
the point of view of their productivity in the word-formation models of the Russian and the
English languages. As a result of researches a conclusion is drawn that these linguistic units
are created predominantly according to standard and partially-standard models. However,
the English language has more non-standard new words than Russian.
Text fragment of personality: semantic component
A political newspaper text is examined as a collection of text fragments of the author
(TFA), who created the text and text fragments of the person (TFL), to which the author appeals
for the reliability of the above-said. The semantics of TFL is analyzed. Five types of semantic
component of TFL are identified. It is inferred that the semantics of TFL aims to uncover the
depth of the meaning of the problem embedded by the author in text material information.
Linguopragmatic features of advertising in higher education
The paper describes the specifics of educational services, the advertising of which
is due to the process of marketization in the field of science and education. It is noted that
advertising in this field is built to meet the needs of the target audience, which considers
quality education as a social guarantee in the future. Factor of addressee determines the
destination address to the rational arguments passed to objective information. To implement
pragmatic installation of education advertising, different language tools are widely used,
in particular proper names - anthroponomies. The conclusion is drawn that intellectual
influence dominates in educational service advertising, during which an attractive image of
higher education is created.
The main functions of word order in a simple sentence
The paper explores the main laws and functions of Russian word order, the interaction
of structure levels in a simple sentence and the complex nature of the concept itself. Word
order is considered from the point of view of logical, syntactic and relevant division. It
is established that in order to distinguish three levels of structure during the analysis of a
particular sentence and in accordance with this to isolate the components of each of these
levels, we need to find out correlation of units of different levels.
Lyapun S.V., Saifutdinov R.A.
The online versions of the print media in terms of medialinguistics
The paper describes the online versions of the periodicals, representing a new media
environment, in terms of one of the most important areas of media research in the 21st
century. It is noted that medialinguistics provides a comprehensive system analysis not only
of printed editions, but also online versions created in accordance with the requirements of
Internet communication. The conclusion is drawn that the online versions of periodicals, the main feature of which is interactive communicative relationship with the addressee, have
great prospects for research in terms of processing, coding and transmission of information
intended for a wide audience - Internet users.
Mazanaev Sh.A., Gasanova M.A.
Religious and magical culture codes in the Tabasaran paremiological picture of the world
The representation of religious and magical culture codes is studied using the
material of Tabasaran proverbs and sayings. Key concepts realized in the Tabasaran
language picture of the world are examined through mythological, religious, magical and
ritual performances. It is inferred that a certain group of paremiological units is the result
of the synthesis of ancient pagan beliefs and moral and ethical norms of Islam. Similarly
in Russian culture, for example, there is also an interaction of pagan beliefs and Christian
attitudes about life and death.
Nechay Yu.P., Tsepordey O.V.
Modality in fiction texts of E.M. Remarque’s novels and ways of its transfer in Russian translations
A material of fiction prose by E.M. Remarque is used to examine semantic-functional
specificity of metaphorical structures and comparisons that perform an image-characterizing
function in the original language and their translations into Russian by transferring attributes
of one object (phenomenon) to another object (phenomenon). This enables the writer to convey the idea and subjective positive or negative attitude towards the depicted with greater
efficiency and emotional and expressive believability.
On ways of expressing taxis relations in the Lezghin, Russian and English languages
This paper discusses the differences in ways of transfer and description of taxis
relations in modern Lezghin, Russian and English languages. An attempt is undertaken
to define reasons of such differences in action transfer in these languages. The results of
the research - some of them are presented in this paper - can be of both theoretical and
practical interest for the typology of grammatical categories in the above-mentioned and
other Daghestani languages.
Pozdeyeva T. V., Redko G. V.
Conceptual picture of the world as a discourse: the features of the content and structure
The paper examines the political newspaper communication by analyzing the
conceptual picture of the world of the author and the recipient. Two types of activity are
distinguished and analyzed: the mental and the language activity. The work shows the
interaction of the information system of the author of the text and that of the recipient. It is
established that in order to extract the semantic content of language activity in the political
newspaper communication it is necessary to recreate a conceptual picture of information, i.e.
a semantic model meeting the intention of the author.
Samarskaya T.B., Martirosyan E.G.
A concept and concept sphere in a literary work: relations between the concepts
The paper examines the concept as semantic dominant of literary work. Parameters that
allow isolation of the concept as a substantial minimum of text space are distinguished and analyzed.
Correlation between the concept and concept sphere is shown. It is inferred that the concept and
concept sphere are thinking entities of the work and can enter into the system relationships basing
on similarities, differences and the primacy of one relative to the other.
Orthodox discourse: problem statement
The main scientific approaches to researches of religious (Orthodox) Internet discourse and opportunities connected with its studies from the point of view of linguistics are
analyzed. The main directions of this and further researches of Orthodox discourse by the
author are demonstrated. The results of this study can be used to obtain more profound, generalized knowledge on church-religious style.
Representation of the ‘fashion’ concept in the Adyghe literary text
The paper deals with English literary texts as ways of reflection of collective
conception of a linguistic society as well as specific character of functioning of a fashion
phenomenon in the Adyghe literary texts. Lexical units verbalizing cognitive features
of concept and influencing the linguistic consciousness of the Adyghe native speakers
are viewed in the paper. A number of cognitive features forming valuable component of
‘fashion’ concept have been found out. Fashion regularities are concluded to be important in
the studied literary discourse. However, specific features of the Adyghe culture are ecstatic
celebrations and careful attitude towards national clothes.
Expression of connotation in Russian and Adyghe languages
This paper examines the unexplored problem in grammar of Circassian languages:
features of expression of connotation in the Adyghe language due to national mentality. The author
identifies the most productive means of expression of connotation: associative - image-bearing
component in the structure of the word, compound words, characterized by high repeatability of
anaphoras with emotive-evaluative component, as well as suffixes of subjective evaluation. As a
result, it is inferred that the Adyghe language is not included in the number of languages with a rich
expressive word formation, it should be classified as one of the «moderate» languages.
Linguistic markers of healthy consumption ideology in food advertising
The paper describes the linguistic units of food advertising that act as markers of
healthy consumption ideology, the significance of which is now increasing. The linguistic
markers of healthy consumption being keywords of food advertising are included in the
semantic field of taste. The conclusion is drawn that food advertising successfully implements
a strategy of persuasion with the help of verbal elements, positioning healthy products.