Keyword: «archetype»

Social and cultural modernization is directly related to myths, which fills the emotional content of the provisions of a specific doctrine and thus provides a high degree of mobilization of followers. Myth updated socio-cultural symbols and thus provides an opportunity to use the potential of the archetypes.

The article is devoted to lexical analysis of English borrowings (trickster, prank, spoiler, fake, hype) and their comparison with the original language. Common for the compared parties is pejorative connotation of the analyzed vocabulary representing the culture from the position of the sign. The difference is due to the measure of these signs relevance in language and culture.

The article reveals the ideological intentions of the features of the representation of the concept «female beauty» in the literature of the Turkic peoples (for example, the founders of the Tatar and Yakut literature). The general and distinctive features of female images are revealed. Here are traced the social, philosophical and spiritual foundations of each phenomenon.

This work presents a comparative analysis of the mythology of the wolf in Russian and Serbian phraseology. As it is known, the wolf is an ancient symbol and among the beasts, it is one of the central and most mythologized characters. Mythical wolves crossed different distances on the path of the cultural memory, surviving different transformations and reincarnations. Many remained in a wide space of folklore, some grew into symbols of cultural and national identity. One of the tasks in this workis to point out the degrees of equivalence in phraseologies about the wolf in Russian and Serbian. Based on the conducted analysis, the author of this paper comes to the conclusion that phraseological units dedicated to the wolf can have positive and negative symbolics. Most often, there are non-equivalent stable word combinations, because they are a valuable source of information about the culture and mentality of people. In them, in a certain way, myths, legends, customs, the way of thinking of people are preserved, which is typical for both Russians and Serbs, from which it follows that the presence of most non-equivalent phraseological units is justified.

The article proposes a sequence of clustering of mythologemes, which form the basis of a small literary work, as a method of their analysis and analysis of the text built on their basis. This method is both a scientific and a methodological tool. On its basis, on the one hand, students' research work can be created, and on the other hand, lessons in literature, cultural courses (MHK, OPK, etc.), interdisciplinary elective courses can be conducted.