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The article describes the results of a linguistic experiment aimed at expanding a proper name discourse by the addressee. A consecutive model of the experiment on the proper name inclusion in different stages of discourse generation was built on the assumption that the name actualizes the discourse of the onym. The study enrolled within three stages: an associative experiment, a discursive experiment on modelling dialogical statements and a discursive experiment on provoking the addressee to create a monologue text. Functioning in urban discourse names of commercial objects, or ergonyms, were chosen as the material. The method of the linguistic experiment was the "But-test", the specifics of which can be called "anti-orientation". The informant had to continue a negatively constructed statement, thus "pulling out" deep (background) knowledge about a particular object to the surface. As a result, various types of statements were identified, with the onym playing the role of a trigger mechanism (stimulus) provoking a number of onymic statements-reactions, which lead to expanding the onym discourse. The statements under analysis were divided into dictum (existential, actional and perceptual) and modus (positive, negative and mixed) ones. The dictum-type statements deliver objective information, which refers to the life experience of the speaker, while the modus-type ones are based on the subjective assessment of facts and events. The onym theme-statement directs the unfolding of onym discourse and actualizes the spheres, which are connected with the cognitive activity of the recipients, for instance, the spheres of events, wishes and intentions, comparison, evaluation, attribution, background knowledge. The onym discourse embraces the explicit and implicit meanings, it unites the personal (individual) and collective (social) experience.

The article presents the description of the methodology of carrying out a discursive experiment as a consecutive study necessary for the expanding of a proper name discourse. Proceeding from the assumption that the proper name actualizes the onym discourse, the author put forward the following model of a discursive experiment: stage 1 – an associative experiment; stage 2 – dialogical text modelling; stage 3 – monological text modelling. The names of urban commercial objects (ergonyms) were selected as the material for the study. This group of onyms was chosen as one of the most frequently used in urban spatial discourse and functioning both in everyday and in institutional discourse. The associative experiment resulted in receiving the reactions, which represent the initial stage of onym discourse expanding. The derivational, paradigmatic and syntagmatic mechanisms were used at this stage. At the second stage, dialogical reactions were received. The communicative models of dialogue composition were conditionally divided into the models of opposition, comparison and dissemination. As a result of the third stage of the experiment, texts were received, mainly of a fantasy nature. The experiment proved that the proper name is not only an abridged text, but a compression of a variety of texts, which has the potential of unfolding in dynamics and creates a kind of discursive field of the onym.

The article substantiates the assertive flaw in the theoretical platform of the market economy, proves the inevitability of the historical degeneration of both itself and the consumer society created on its foundation. The author characterizes the insoluble contradictions of the market economy – between labor and capital, exchange and use value of the technosphere and the biosphere; reveals the essence of the fetishization of money and the mechanism of functioning of the banking system as the legal successor of usury; substantiates the state of the limit of capitalism as the final phase of its development. The author emphasizes that commodity-money relations create an objective impossibility of harmonizing the interests of all members of society and lead to the dominance of the plutocracy class, which has subordinated all its natural, financial and labor resources. The author shows the unsightly role of the state in the decorum: it concentrated all its efforts on supporting the wealthiest strata of the population and actually left its least socially protected part to the mercy of fate. Attention is drawn to the fact that the transformation of money into capital, which increases simultaneously with the growth of the size of commercial activity, led to a complete alienation from labor and doomed workers to poverty and misery. The author shows that, under the conditions of private ownership, the utilitarian purpose of the goods, which is expressed in use value, is replaced by the parameter of its prestige, reflecting mainly exchange value, which distorts the normal balance of supply and demand in society, and is a source of unproductive consumption. The article proves the inefficiency and social injustice of distribution relations in the field of environmental management, which leads to the concentration of rent payments in the hands of the oligarchy and the elimination of the institution of public consumption funds. The abrasion of the market economy is substantiated, within which the internal contradictions accumulated over time cannot be resolved and lead to a breakdown of the model of production relations.

One of the manifestations of the so-called personnel transformations of the last three to five years is a significant change in the personnel structure. A study of the relevant reporting and statistical information of various economic entities made it possible to conclude that the "analysis" is usually limited to stating the most noticeable structural changes identified by comparing the share values of the occupational skill groups of the analyzed and basic periods. A critical analysis of literature on the topic confirmed the dominance in research practice of the shift-share technique used to assess quantitative changes in the regional structure of the employed population and, accordingly, the effectiveness of regional policies. Based on the results of the analysis of the concept of the shift-share method, the appropriateness of its use (under certain conditions) at the local level (at the level of business entities) is justified with the identification of hierarchical structural components: industry; industrial complex; core enterprise. The applied aspects of using the shift-share technique are outlined, including for assessing the effectiveness of the personnel policy of an enterprise. The focus of the work is the presentation of the author's methodology of structural and factor analysis of changes in the occupational skill structure of personnel. The key points that form the conception of the methodology are emphasized: differentiation of occupational skill groups into three types (conditionally increasing, conditionally permanent, conditionally decreasing); differentiation of the aggregate structural shift into shares (direct and indirect shifts); substantiation of two types of corrective effect (mitigating or enhancing); substantiation of three gradations of structural shift (significant, medium, and small). To predict situations caused by the change in the number of employees, a Passport of the Results of Enterprise Personnel's Structural and Factor Analysis has been developed. Examples illustrate the steps of implementing the developed methodical toolkit. In conclusion, the toolkit's potential, which makes it possible to significantly expand and deepen the range of specialized studies, is substantiated.