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| 3501 | The article discloses the concept and design techniques in the sphere of life safety during the period of preschool childhood. The algorithm of educational designing in the sphere of life safety among preschoolers includes the formation of educational aims in the sphere of life safety; modeling; construction of education in the sphere of life safety among preschoolers and identification of the technology in formation the culture of life safety among preschoolers. Designing educational environment life safety should ensure the interaction of the system, cultural, personal, action-reflexive approaches. Keywords: pedagogical designing, education in the sphere of life safety, design techniques of education during the period of preschool childhood, methods of approaching the educational designing in the sphere of life safety | 1506 | |||||
| 3502 | The article is devoted to the communicative-methodological competence of the future holders of the bachelor’s degree concerning the foreign language faculties of the pedagogical universities. The article gives the definition of the communication-methodological competence, studies its structure and the basic foundation of the development during the period of the education in accordance with the State Standard. Keywords: bachelor, Federal State Standard of Professional Education, competence approach, professional competence, communicative-methodological competence | 1506 | |||||
| 3503 | The article considers the key to communication studies and a number of other sciences, the concept of “code of cooperation” as a means of implementing the communication, communication, knowledge translation, expression evaluation. It is about the visual and natural language communication as two codes that differ based on the absence / presence of the properties of linearity and consistency deployment in space and time and analyzed in relation aspects of their functional and pragmatic properties, as well as the specificity of interaction in various spheres of social and interpersonal communication. Particularly emphasized affecting the function of visual language, high performance implementation of which is achieved due to the availability of a huge perception and interpretive capabilities. To justify the need to study the visual language is important to recognize formulated within the framework of psychological science position on the importance of the visual code of perception, which found ample evidence in practice (eg, in the course of implementation, the techniques of art therapy, receiving visualization work with people belonging to visual personal psycho). Visual (lateral) kind of thinking, secreted by some scientists as a distinct type of appeal to the possibility understanding of information through the creation of non-linear visual images, in some cases, more ductile and moving than words – a linear unit of verbal series. The emergence of visual language as an interdisciplinary concepts and the growing interest in it among scientists from different fields of scientific knowledge is determined by the powerful influence of the modern information environment exerted on the minds of the media / user as a result of the introduction of the everyday life of the latest information and cognitive technologies. As an example of the close interaction of visual and verbal codes is actually seen the phenomenon of creolized speech product that combines elements of a visual and verbal code. For empirical research base are taken the commercial advertising texts. Keywords: communication, communication code, visual language, the nonlinear visual image, natural language, creolized text, advertising text as creolized variety of text | 1506 | |||||
| 3504 | The article deals with the problem of implementation of correctional-developing training in educational institutions of Russia. Identifies the disadvantages in professional training for correctional activities of the working teachers of geography and students-geographers enrolled in the direction of preparation “Teacher Education”. Specifies the professional competences of the teacher, necessary for effective psychological and educational work with children “at risk”. Describes: a technique for diagnosing the level of formation of universal educational actions; principles of compiling the individual correctional and development programs; ways of drawing up corrective developing exercises and tasks, which are the basis of correctional and development activity of the teacher of geography. Keywords: correctional-developing education, inclusive education, children “at risk”, methods of geography teaching, correctional-developing activity of a geography teacher, correctional-developing exercises | 1506 | |||||
| 3505 | The article is devoted to the preparation of teachers for vocational education of young people in catering. Considers the problem of the acute needs of the Tomsk region in qualified personnel to meet the modern requirements of the labor market in accordance with the international standards of the industry. To solve the problem, the experience of Tomsk State Pedagogical University, which in 2013 implemented an educational program on the network towards training 051,000 (44.03.04) Vocational training (industry: service, profiling: service restaurant business) is proposed. In conclusion, the author assumes that the training of the new army of teachers for vocational education will contribute to the prestige of the working profession in the sphere of catering and its demend on the labor market of the Tomsk region. Keywords: Hospitality Industry; the concept of training teachers; professional education; catering market; restaurant business; Web-based educational program | 1506 | |||||
| 3506 | 1506 | ||||||
| 3507 | This paper analyses the problem of improving the methods of teaching and learning programming in university and school. The authors justify the need for new methods and forms of education related to the teamwork of students, multimedia content, and other virtual spaces. The article analyzes the programming of teaching practice in leading foreign universities and proposes the main ways of improving the teaching of programming in Russian schools. The article provides an overview of the educational content of the Internet, which allows us to state that the most wide spread spectrum of creative approaches to teaching programming, as well as high efficiency of teaching are the United States and European universities. Many of the leading Western universities successfully collect and develop methods from other regions of the world: Russia, USA, China, India, Asia and Africa. The authors analyze their own experience in teaching programming and suggest starting the transformation of traditional approaches to teaching programming and methods of teaching computer science in pedagogical universities, hoping that progressive teaching practices from teachers’ universities will spread to the school. Keywords: programming, teaching methods, project activity, teamwork, interactive technologies, Internet platform, teacher training, robotics, mobile applications, algorithm, program, electronic educational resource | 1506 | |||||
| 3508 | The article presents a discussion analysis of the project of the Concept of school philological education and the Concepts of teaching the Russian language and literature. Analyzes accentual positions of scientists, methodologists, practitioners, teachers, highlights critical points. The documents are presented through the prism of goal-setting of the values of education in general and arts education in particular. Describes the declared approaches, the didactic unit and vectors of development. Discusses academic aspects of school literary education, questions of succession, cultural and interdisciplinary integration. Presentes and describes the structural components of documents in a comparative manner and characterizes in discussional form. There is strengthening of the actual science, not peculiar to the documents of this kind before (in particular the concept of «linguistic personality in the cultural-linguistic field of the nation», «the language of the aesthetic ideal», «intuitive assimilation of the laws of language», etc.). Considers the basic vectors of the сoncept of teaching the Russian language and literature, including the concept of the school philological education (among them: working with the linguistic deformations, the knowledge of language as a symbolic system and a social phenomenon, the regulatory formats and the variety of speech activity recorded by the correlates between the existing legal, regulatory and instructional materials, and conceptual directions of the development). Keywords: Concept of the school philological education, Concept of teaching Russian language and literature, teaching methodology, didactic units | 1506 | |||||
| 3509 | Introduction. The article is devoted to the problem of organizing the methodological activities of a school teacher and university teacher. Methodological activity is the most important component of a teacher’s professional activity, therefore it is important to understand in what ways it can be organized. This aspect is important not only for teachers of private methods, but also for any teacher of higher education, as he is a methodologist - the organizer of the assimilation of educational material by students. When preparing undergraduates as potential teachers, it is important to teach them different ways of organizing methodological activities. Materials and methods. The article was written on the basis of the author’s generalization of the teaching experience for undergraduates “Methods of Teaching Communicative Disciplines”, as well as many years of experience in teaching a course in teaching Russian to future elementary school teachers. Master students not only got acquainted with these methods at lectures, but also actively discussed them in tutorial mode. A comparative analysis of reproductive, constructive, research methods of organizing activities is used. Results and discussion. The characteristic of different ways of organizing methodological activities is given: reproductive, constructive, research. Тhe following comparison criteria were used: positions of participants in joint educational activities, subject of methodological activities, methodological tools, features of working with educational information, organization of the educational environment, result. Conclusion. As a basic principle of organizing methodological activities, co-organization and mutual complementarity of different methods are proposed. The methods are correlated with different models of the organization of joint activities of the teacher and students. Keywords: magistracy, methodological activities, organization methods, training session, interaction models | 1506 | |||||
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| 3511 | The paper deals with the problem of self-sufficiency of ethics and morals not only as means but as the highest form of socialization of values and intercourse. | 1505 | |||||
| 3512 | The author analyzes the evolution of the images of «the great space» representing in the fullest form the ontological notion of the artist. The author displays the step (moor) with its national semantics being ousted by the sea with its existential semantics. The article exam¬ines the development of the semantic complex of the sea in Turguenev's stories «Traveling to Polesje» and «On the Eve». | 1505 | |||||
| 3513 | The article shows that cognitive sociology of science be¬ing a historical successor of sociology of knowledge that has based the determinism models of relations between mind processes and social forms has refused from naturalism and sociomorfism, subject-object model of knowledge and ob-jectivistic concept of knowledge. Having stated the principle of constructionism of reality in quality of epistemology ba¬sis, it is aimed at revealing of the connection of knowledge subject activity with natural processes, at «humaneness» of the object of research that is understood as the attitude constituting in consciousness. Keywords: - | 1505 | |||||
| 3514 | The article is devoted to the studying of seasonal conditions that have their own instruments of control¬ling company profit and one of them is controlling the price of producing goods in accordance with changes of demand on it. Keywords: price, demand, seasonal variations, pro¬fit, goods store. | 1505 | |||||
| 3515 | In this article is proved, that the way of vision of an own body determines world-outlook. In consciousness of the modern man the vision of the body is stratified on habitual vision, on vision of a body in social reality and on erotic vision. Therefore reality of the world is stratified and modern man loses integrity. | 1505 | |||||
| 3516 | Innovative Forms for Training of Higher Research Sprcialists within the Institute of Education Theory TSPU | 1505 | |||||
| 3517 | The author deals with the problem of homelessness and criminality. In the given article the specifity of using of the criminological methods in studying the problems of interrelationship between homelessness and criminality is being described. | 1505 | |||||
| 3518 | The article is devoted to very important problem of ethical knowledge – methodical explanation of phenomenon of ethics as a universal regulator of relationships in social, natural and spirit world. | 1505 | |||||
| 3519 | Playing sports the teenager develops will, character, and studies to accept the decisions. Formation of motivation of children and teenagers to physical culture is possible to decide with help of employment karate. Karate renders positive influence on the level of uneasiness, on the decrease of aggression and the development of communicative abilities | 1505 | |||||
| 3520 | In work content, directions and methods of research of mental health of students are presented. The research model of translation of theoretical conceptual model of primary preventive maintenance of mental health of students in a direction of the prevention of pathogenic development of existential crises in empirical which is designed as a medical-psychological problem is presented. Principles and methods of the psychological help to the students experiencing crisis are defined | 1505 | |||||
| 3521 | In the article the importance and the sense of using the notion «productivity» in modern psychological and pedagogical discourse is elaborated. The most semantic importance of the most wide-spread variant of these notions are discovered, their uncontradiction, stability, spreading is analyzed; the most undeveloped areas of expertise about production is installed with the help of the content-analysis of the encyclopedic text | 1505 | |||||
| 3522 | The psycho-physiological problem is still the point at issue in the works on psychology and physiology of Western researchers, scientists and philosophers. During last three decades it has been discussing from different approaches, and such philosophers as Paul M. Churchland, W.Quine and others suggested their alternative solutions of the problem. T.Nigel's conception, disposed towards a materialist approach to the psycho-physiological problem, seems to be the most reasonable theory on the evidence. However more constructive solutions of the psycho-physiological problem have been claimed in philosophical science of this country (D.I.Dubrovskiy's information conception, V.V.Orlov's conception of the physiological nature of mental states and processes, B.I.Bespalov's function-and-structure approach) | 1505 | |||||
| 3523 | The article analyses the translation of the drama by A. P. Chekhov „Three sisters” into the German language that was done in 1960 by S. von Radecki. The translation added rational approach which was alien to this work and to the whole Russian culture. Keywords: drama, A. P. Chekhov, translation, interpretation, Germany | 1505 | |||||
| 3524 | In work on example Telecky lake is analysed relationship hydrogeochemical features surface area of water with solar cycles. For the first time dependency of the number physico-chemical factors of water lake and its influx is shown from main parameter of the solar activity. Keywords: Telecky lake, hydrogeochemikal factors, solar activity | 1505 | |||||
| 3525 | The article considers the peculiarities of working out of innovation subject esthetic music expressiveness for comprehensive schools. The subject was worked out on the foundation of competent approach. There are general characteristics of the main competences of music expressiveness. The peculiarities of the technology’s organization are described. Keywords: competent approach, esthetic education, emotional expressiveness, individual creative achievements, integration. | 1505 | |||||
| 3526 | In the article the foundations of notional terminological apparatus of investigation of the phenomenon “college reflexive management in condition of a small town” are revealed. The author tells about logical structure of notions in accordance with their semantics and attributes, discloses their reverse connection and hierarchy. In a correspondence with his opinion all these factors allow to create the system of basic notions, which are necessary for purposes of investigation. Keywords: a college of a small town, reflexive management, self-governing, interaction, reverse connection | 1505 | |||||
| 3527 | The connection of epimorphological structure with ecological strategies and reproduction features of plants in extreme high-mountain conditions is considered in the article. There is shown, that the approaching to the ecotopic limit furthers the growth of life forms diversity and plants sizes. Keywords: high-mountain (alpine) plants, life form, ecotop, thermal regime of plant, ecological niche, ecological strategies, spatial strategies, reproduction strategies | 1505 | |||||
| 3528 | In this article an option of designing specialized competences of graduates specialized in IT directions developed by author is offered. Such competences are missing in the state educational standards of the 3rd generation and are developed by universities independently. Keywords: professional competence, specialized competences, specialization, information system and technologies, specialized competences, geology, oil and gas production | 1505 | |||||
| 3529 | The article points to expressive syntax constructions of up-to-date Russian in fiction on the definite material – Y. Polyakov’s works of literature. Functional and pragmatic essence of phenomenon such as insert and reduced constructions, nominative of presentation, addition and peculiarities of its usage in a text are examined. Keywords: expressive construction, insert construction, reduced construction, nominative of presentation, additional construction, functions of expressive constructions in a text | 1505 | |||||
| 3530 | This article deals with such problems as development of professionally-oriented foreign language competences in non-linguistic higher schools, transition to new paradigm which is based on competence building approach which allows to orient language material to future professional activity of students. The use of interactive approaches in teaching foreign language allows to solve several educational tasks in time limited conditions and make teaching and learning process more interesting and productive. Keywords: foreign language competence, «Competence» paradigm in education, the Bologna process, interactive teaching, business game | 1505 | |||||
| 3531 | The paper defends the thesis that phenomenological reconstruction of transformation in culture of philosophical images of science allows to reveal basic mechanisms of modification of science representations. Modifications of representations depend on 1) orientations to historical mutations of bases of understanding of the worldview orientations forming semantic structure of scientific knowledge; 2) necessity of correlation of actions of scientists with versions of periodically reproduced informative ideal (original wisdom). These are the results of the RFBR project № 14-06-00440 “Developent of the ways of applications of nonlinear dynamics research methods to detect the attractors of self-organization of social systems”; project № 155 “Methodology of the modeling the semiotic mechanisms of management of nonlinear dynamics of educational systems” of the State assignment for Tomsk state pedagogical university. Keywords: phenomenological reconstruction, transformation of philosophical images of science, culture, naturalism, historicism | 1505 | |||||
| 3532 | The direction of the application of nonlinear dynamics methods for semiotic diagnostics of social attractors in modern culture is presented (the result of the RFBR project № 14-06-00440). On the basis of semiotic diagnostics of images and symbols of social egoism and social altruism the arguments for the understanding of bioethics as a phenomenon of self-consciousness of modern culture are put forward (the result of the RFH project № 12-03-00198). The finding out about pragmatics of new culture is done within the framework of project № 155 “Methodology of the modeling the semiotic mechanisms of management of educational systems nonlinear dynamics” of the State assignment for Tomsk State Pedagogical University. Keywords: semiotic diagnostics, informational-synergistic approach, attractors of sociocultural dynamics, memory turn, bioethics, social egoism, social altruism | 1505 | |||||
| 3533 | The issue of training cadets of military higher educational institutions for the Olympiad in Informatics is under consideration. The nominations of the Olympiad are described and the methodical aspects of training cadets for one of the topics of the first round are described in detail – the use of the MS Word application in solving military-applied problems. Based on the analysis of the Olympiad assignments on computer science of the past years, a classification of tasks has been performed on this topic. The following types of tasks are identified: working with text; work with objects that are not text; execution of the document; automation of mailing; creation of macros and electronic forms. The method of teaching the solution of the selected types of Olympiad problems is described with the help of a set of different levels of difficulty in the exercises. Each subsequent exercise should either be based on the previous one, or repeat the sequence of actions formed in the previous tasks, which allows you to consolidate the result of the previous work. At the same time, in each subsequent exercise, a new action (or several actions united by one group of teams) must necessarily be added, which accentuates the attention of the cadet, thereby contributing to a more meaningful assimilation. Expansion and gradual complication of the set of exercises or the creation of a new sequence of similar tasks allows you to gradually master all the necessary material. A generalization of methodological provisions is made on the basis of which the method of preparing cadets for the speech at the Olympiad in the first round is proposed: it is necessary first to classify tasks for each topic of the tour, then to develop a set of exercises that form the cadet’s free operation with the actions necessary to solve problems of each type. Keywords: olympiad in informatics, methods of training, classification of tasks, set of exercises, formation of actions | 1505 | |||||
| 3534 | Zaytseva T.I. . // Tomsk State Pedagogical University Bulletin. 1997. Issue 1 (1). P. 74-76 . | 1504 | |||||
| 3535 | Zarubina O.V. . // Tomsk State Pedagogical University Bulletin. 1998. Issue 3 (6). P. 30-34 . | 1504 | |||||
| 3536 | In this article the results of the psychological study of ethnoses, living in Siberian region, are described. The ethnical identifity of separate ethnoses. the psychological distance between representatives of title ethnoses and Russian-speaking population. Substitutions of ethnical national attitudes in some ethnoses were noticed. The data on the national composition of numerically small peoples are presented. | 1504 | |||||
| 3537 | One of the most significant factors of conservation and quality improvement in Banking System of the Russian Federation is an existence of statistics of financial and credit relationships, which corresponds to present economic terms and requirements in international practice. Current reporting needs to be totally changed due to the redundancy on the one hand and lack of several important evaluative indexes on the other hand. It must be organized with consideration of growth of supervision efficiency of Bank of Russia and efficiency of other commercial banks in general. It is recommended to build the new system of statistical indexes of credit institutions on the base of methods of International Standards Principles of Financial Reporting, which will lead to reduction of amount of statistical supervision forms, improvement of information types, their composition and period of their presentation. | 1504 | |||||
| 3538 | The article is dedicated to the development of international collaboration of higher schools in Siberia with the capitalist countries at the end of the 50s – the beginning of the 90s of the XXth century. The problems of the formation and expansion of inter-school scientific relations, exchange of experience in the process of organization of joints research, taking part in the international scientific congresses, conferences, and seminars are being investigated | 1504 | |||||
| 3539 | In this article the theoretical model of the training of the future teacher for the forming of younger pupils’ productive experience is presented and the conditions of its realization are determined. The significance of the worked out model is stipulated by the several facts. First of all they are stipulated by the latest demands that are made on the training qualities of the teacher who works in primary school besides that it is stipulated by the peculiarities of the forming productive experience in the primary-school-age. Secondary the model is set by the necessity of the realization of the readiness of a future teacher to the productive experience forming in the primary-school-age in a concrete and specific teaching result. The professional teacher’s training content of a future primary school teacher has practical, proceeding and subject-subjective nature | 1504 | |||||
| 3540 | The article considers an actual problem of formation among students of pedagogical specialities and tolerance as personality quality which stipulate efficiency not only socializations but also success of further professional activity of graduating students. The analysis of modern educational process in high school allows to speak about sufficiency of a substantial component and necessity of modernisation of a technological component, application of interactive innovative forms of preparation of students to pedagogical activity. Keywords: students, socializations, professional, school, tolerance, educational process in high school, component, technological component, innovative forms of preparation of students | 1504 | |||||
| 3541 | In two regions of Siberia (Buryat Republic and Tomsk Region) 268 schoolchildren in special schools – children with disabilities have been examined. Mental disorders (disturbance of psychological development, speech disturbance, mental deficiency and others) were detected in 90.7 % of children in special schools. The authors show characteristics of parental attitudes to a child with disabilities (denial of defect, guilt feeling, hyper- or hypo-care, and rented installations). Reference directions of programs of psycho educational and medical-social support are presented. Keywords: children with disabilities, mental health, medical and psycho educational support, parental interaction with a child with disabilities | 1504 | |||||
| 3542 | This article describes the criteria and criteria indexes for the children’s social organization assessment, as well as the milestones in the development of the children’s organizations Union of Tomsk region “Chudo”. Keywords: children’s social organization, children’s movement, social designing, evaluation criteria for the organization | 1504 | |||||
| 3543 | The article is devoted to the comparative analysis of the dialogues with the readers in the narratives of the late Enlightenment. The research achieves, that M. M. Shcherbatov and N. M. Karamzin followed communicative canons, which obtained the recognition of the European scientific association owing to the historical works by D. Hume, W. Robertson, E. Gibbon. Keywords: historiographical comparative research, communicative strategies, late Enlightenment, communicative canon, historiographical canon | 1504 | |||||
| 3544 | In the article on the basis of the first collection of G. Ivanov’s poems related to egofuturistic stage of his creative works we consider different types and species of lexical regulative structures based on the stylistic device of syntactical parallelism. These regulative structures not only provide text and its fragments connectivity, but also are vital for readers’ cognition and comprehension of the meaning at these levels. Keywords: poetic text, regulativity, lexical regulative structures based on the stylistic device – syntactical parallelism | 1504 | |||||
| 3545 | The analysis of the problems concerning the scientific approaches to the typology of educational systems is presented in the article. In accordance with the obtained results the most important approaches are singled out. Special attention is paid to the approaches related to the typology of educational systems. The differences and similarities in the definitions and application of these approaches in pedagogy, economics, management, general systems theory, and in other fields of science are determined. Keywords: educational systems, typology of educational systems, scientific approaches to the typology | 1504 | |||||
| 3546 | The contemporary approaches to the definition of “professional position of a teacher” concept are considered in the present article. The author reveals its essence according to the requirements of Federal governmental educational standards of higher pedagogical education for training sector 050100 “Pedagogical education”. The author describes the model of step-by-step development of the professional position during the period of studying at higher educational establishment by defining the cognitive, creative, action and reflexive components of “professional position”. The author characterizes potential opportunities of student’s contest of pedagogical skills in future teacher’s professional position development. In the present article the author examines the process of student’s step-by-step preparation to participation in this contest, the content of contest’s nominations in accordance with structural components of future teacher’s professional position. The contest of pedagogical skills is one of the components of educational system of Blagoveshchensk State Pedagogical University. This contest has been held at university for 15 years. Its results appear in stable professional position of young teachers – former contestants. The features of arrangement of education process in accordance with Russian education modernization are represented in this article. Keywords: position, personal position, pedagogical position, professional position of a teacher, components of professional position, contest of pedagogical skills | 1504 | |||||
| 3547 | Assessment of the quality of teacher education and professional development of the teacher is seen as the process of mastering the teaching activities and personal growth, which involves the study of methods of mastering the teaching activities and conditions of their development. Especially urgent this problem is for the graduates, as in this situation, many of them found the educational crisis of identity, doubts about the professional choice and the need of professional self-determination. According to the authors, the self-monitoring procedure can make a contribution to the practice of dialogue, subject-subject relations in the modern educational process, quality control of pedagogical knowledge through the development of professional self-determination of graduates. Self-monitoring models the reflection situation, allows to determine ist place and role in the work of the graduate on his teaching experience, to stimulate the development of his professional and psychological culture Keywords: education, management, quality of teaching, dialogue, teacher, graduate, self-monitoring | 1504 | |||||
| 3548 | The significance of research is attributed to the constant attention of linguists paid to the discourse of women’s prose and to the usage of the components of functional-semantic categories, including the category «comparativeness», in the language of artistic works. The article considers the participation of different structural comparisons in the description of the female characters in the novel The Kukotsky Enigma by Lyudmila Ulitskaya. The structural diversity of comparisons is presented within the functional-semantic field of comparativeness. All forms of comparatives are present in the language of the novel, with conjunctional comparisons by similarity prevailing. From comparisons on the difference, there are forms of comparative and negative parallelisms. The gender approach to describing femininely marked comparatives facilitates to identify idiostyle characteristics of the writer, namely the tendency to extend and concretize the image of comparison, the usage of comparisons for the comparison of heroines, the author’s boldness and frankness of comparative images as well as the images’ allusiveness, and axiological differences between feminine comparisons in the speech of the characters and in the author’s speech. The article pays attention to the text-forming function of comparatives in the broad sense in the language of the novel The Kukotsky Enigma by Lуudmila Ulitskaya, namely to «the correlation of the tropes and realities». Keywords: gender, feminine comparison, the methods of expressing the semantic category «comparativeness», allusions, Ulitskaya’s novel The Kukotsky Enigma | 1504 | |||||
| 3549 | Introduction. The features of the lexical representation of the idea of national unity in publicistic and advertising texts are considered. The relevance of the study is due to the current state of the field of social communication, in particular, the unlimited possibilities of free interaction between people due to the availability of digital technologies, as a result of which, on the one hand, various actors can in-fluence human consciousness through texts (for example, newspaper publications, advertising, etc.), on the other hand, different types of discourses reflect the peculiarities of people’s ideas about a par-ticular fragment of modern reality. Aim and objectives. The purpose of the article is to analyze what lexical means represent the idea of national unity in the media discourse. The object of research is journalistic and advertising texts. Material and methods. The research material was lexicographic data, text fragments extracted from the National Corpus of the Russian language and selected by the authors from media publications, polycode texts of commercial advertising. The methods of semantic-motivational reconstruction, com-ponent analysis, interpretation of contextual semantics, analysis of definitions were used. Results and discussion. Based on the study of the linguistic representation of the idea of national unity in dictionaries and speech use, the value of the non-idiomatic compound expression national unity is established, contextual markers of the idea of national unity are identified in publicistic and advertising texts. The expression national unity is considered in a series of synonymous units of national unity and national consent. It is shown that the expression national unity has a procedural meaning and pre-supposes the duration of action, and the expressions of national unity and national consent have a substantive meaning of effectiveness and a contextual synonym for national union. Based on the analysis of the definitions of the adjective national and the noun unity and their speech use as a com-posite non-idiomatic expression, the definition of national unity is formulated as ‘the state process of rallying the citizens of the country who have a common historical past, based on the interaction of the authorities and the people on the issue of solving the problems of state development and national secu-rity’. It has been established that in commercial poly-code advertising, the expression national unity is not used, but the idea of national unification is implemented implicitly. Conclusion. The authors identified language markers for promoting the idea of national unity in mod-ern commercial advertising, nominating common traditions, territory and some features of the coun-try’s socio-cultural life. It is noted that commercial advertising has significant opportunities for promot-ing national ideas; a research perspective is seen in the study of the educational possibilities of adver-tising discourse. Keywords: semantics, lexical markers, media discourse, polycode advertising text, national unity | 1504 | |||||
| 3550 | . | 1503 | |||||