Ludmila Voronina

The e-textbook becomes a new trend in education and at the same time the "face" of the educational institution. The purpose of the article is to substantiate a potential of the foreign language e-textbook as one of the most important means of branding a modern university with linguistic education. Methodology – the study is based on the materials related to the theoretical generalization of the practical results of the university activities in terms of their branding, and the results of university surveys of teachers and students, the experience of the authors of the article and of their university colleagues in the use of digital technologies to develop e-textbooks. The study is based on a comparative method of analyzing the values considered when conducting university branding activities with the corporate brand ecosystem model and when developing the foreign language e-textbooks. Findings – the study showed a high degree of representation of the e-textbook in the elements of the ecosystem of the university corporate brand as a modern means with significant development potential in the interests of improving the efficiency of education at the university and positioning the university as a part of the global community of educational organizations. Conclusion – branding university with the linguistic profile of education involves solving the problem of creating and using its own electronic foreign language textbooks that correspond to a certain level of development of digital and linguodidactic technologies, digital literacy and methodological competence of the university faculty against the backdrop of ongoing constant professional self-improvement and immersion in the context of international scientific research. As a result of the study, the authors established common values that characterize the corporate brand ecosystem and the electronic foreign language textbook. The activities of both the university management and its faculty can be considered as a branding-oriented activity, and understanding the foreign language e-textbook as a significant means of the university branding allows adjusting the set and content of marketing activities to manage the university brand and to increase preferences for it from current and potential consumers of its educational services.

The relevance of the research topic is conditioned by the insufficient study of interference. As a result, some errors of Russian-speaking students studying Korean remain unclear. It was found that most of these errors have a pronounced cultural context. Therefore, it is necessary to thoroughly study the already existing culturally related interferences. Taking culturally related interferences into account in the selection and organization of Korean language teaching will prevent a number of mistakes in the speech of Russian-speaking students. The purpose of the article is a comprehensive description of one of the types of psycholinguistic processes that accompany the Korean language acquisition by Russian-speaking students of language and non-language faculties. A new type of interference is called extralinguistic interference. To achieve this goal, theoretical and empirical research methods were used. They are analysis of literature on the theory and methodology of teaching foreign languages and related sciences; mistakes and errors’ analysis; synthesis of research results and description; systematization; study and generalization of learning experience; scientific observation of the process of mastering the Korean language by Russian-speaking students and conversation with them; a moderate version of the hypothesis of contrastive analysis; seme and sememes’ analysis of Korean lexical units. A number of conclusions are formulated about the characteristic features of extralinguistic (background knowledge) interference, including its difference from lexical-semantic interference. As a result, a conclusion was made about the need to take into account a new type of interference. The new type of interference leads to a different than usual approach of the teachers’ training content’s selection and organization of the training content. The further direction of research on the introduction of a new type of interference into the theory and methodology of teaching foreign languages has been determined. From a theoretical point of view, the material of the article can be useful for conducting further research on the impact of culture on the teaching foreign languages. The concept of extralinguistic (background knowledge) interference presented in the article can serve as a reference point for comparing linguistic cultures for methodological purposes.