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Introduction. This article is a fragment of a study on migration discourse. The migration discourse uses a persuasive strategy implemented by means of evaluation information strategy. Evaluation information strategy is carried out mainly through persuasive tactics, which are introduced into the text thanks to the cognitive metaphor. Metaphor allows to compare economic and political concepts with simple and visible images. The construction of conceptual integration schemes makes it possible to track the process of forming a particular image and, consequently, implementing a persuasive strategy in a media text. In modern research, the mechanism of intertextuality can be analyzed in terms of conceptual integration, since intertextual references make a connection with background knowledge.Methodology and sources. The material for the study was articles in English published in American periodicals: https://www.nytimes.com, https://www.washingtonpost.com, as well as on the website https://edition.cnn.com. At the first stage of the study, articles were considered at the text level with the identification of lexical, syntactic and stylistic aspects of the functioning of the discourse. At the second stage (discourse as a discursive practice), examples of intertextuality were investigated, including the depth layer of intertext – cognitive one. The essence of the third stage of work with media texts was the search for interconnection and mutual influence of discourse and social practice. At this stage of the study, the focus of attention was shifted from the media text itself to the socio-political situation in the context of which this text was generated. At each level, an attempt was made to determine which of the means contribute to the realization of the persuasive strategy in the media text and how it is carried out.Results and discussion. The phenomenon of migration is examined in media texts as objectively as possible, both the pros and cons of the migration process are given. The evaluation strategy and related tactics are mainly aimed at describing the actions of politicians. Discrediting tactics directed against Trump are adjacent to Biden's positive representation tactics and, thus, we-they polarization (we-Biden, they-Trump) through linguistic means, as well as cognitive metaphor is performed. In the articles reviewed, lexemes from the migration and militaristic discourse are often found, and vocabulary describing the events of the coronavirus pandemic period and the accompanying economic crisis are widespread. From the viewpoint of intertextual references, a high percentage of numerals and proper names, which give the impression of the authority of the material, might be of particular interest. The cognitive layer of intertext is widely represented by a conceptual metaphor. Some metaphors discussed in the article participate in the representation of migration and the migration crisis, other metaphors contribute to understanding political and economical processes and phenomena directly or indirectly related to migration. Metaphor-disease, metaphor-natural phenomenon and commoditymaterial metaphor were the most common in the studied body of texts.Conclusion. The migration discourse studied is explicitly related to politics, to issues of power and influence. The persuasive strategy contributes to the construction of images of politicians: Trump is introduced through the mistakes that he made as president of the United States, as well as his inadequate and sometimes cruel actions against migrants, Biden is represented through social problems that he needs to solve performing the role of the president elect. Obviously, the migration issue is a key factor, a test task, which Biden will have to work on immediately after coming to power.

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Introduction. This article is devoted to the consideration of linguistic and cultural study of translation techniques in the process of localization of an English fairy tale for a Russianspeaking readership. The relevance of the research is determined by the need for a comprehensive study of the localization process of various ethno-cultural phenomena displayed during translation, as well as the stylistic transformations used in this process for the purpose of adapting the original text to the linguistics and culture of the target language.Methodology and sources. The typology of translation transformations by L.K. Latyshev was used as a reference classification, within which the author distinguished lexical, morphological, syntactic, mixed and stylistic transformations. The research was conducted in the context of a linguistic-stylistic approach to the analysis of the text using continuous sampling method, the methods of contextual, linguistic and cultural analysis, as well as the descriptive and comparative method, which implies identifying and understanding of stylistic transformations performed by the translator, and semantic and cognitive analysis, consisting in the study of verbal representations of the concept in the language, were used. The research material is presented by an English-language fairy tale and its translation into Russian (the book by K. Lewis "The Lion, the Witch and the Wardrobe" and the translation made by G.A. Ostrovskaya).Results and discussion. Stylistic transformations implemented during the localization of a fairy tale significantly change the original text in accordance with the requests of the culture of the target language. The most common stylistic transformations during localization of an English fairy-tale texts are related to such stylistic devices as metaphors and idioms, due to discrepancies in the system of images between languages, as well as exotisms, that underlie the key concepts of a particular culture, and allusions, since, due to the distance between cultures, they may be unknown to the recipient of the translation.Conclusion. A fairy tale preserves the wisdom, traditions and morals of a particular society, and therefore is a way of reflecting national identity. Localization, as a process of adaptation of works of this genre, is directly related to stylistic transformations, since they play a key role in achieving an adequate translation.

Introduction. The purpose article is to consider the representation of the image of a scientific supervisor based on Internet memes containing a multimodal metaphor. The relevance of the topic is due to the growing interest of the interdisciplinary scientific community in the study of the Internet meme as a social, linguistic, psychological phenomenon of interpersonal communication. The scientific novelty of the work is determined by the fact that until now there have been no attempts to study the representation of the academic community from the perspective of the theory of conceptual metaphor using the material of Internet memes. Methodology and sources. The methodological basis of the study was the works of linguists and cognitive scientists J. Lakoff, M. Johnson, R. Dawkins, V. Aldrich, Ch. Forsville, B. Dancygier and L. Vandelanotte. The concept of visual metaphor and multimodality is defined, the role of multimodal metaphor in Internet discourse is described, the features of the functioning of multimodal metaphor are revealed. The material for the study was Internet memes representing various aspects of interaction in the academic environment. To systematize the units, a continuous sampling method was used, along with pragmalinguistic, contextual and semantic analysis. Results and discussion. The Internet memes containing a multimodal metaphor that represents the image of a scientific supervisor and illustrates the relationship between graduate students and their mentors were found and analyzed in the paper. To select the material, a search containing the keywords "scientific supervisor", "Phd student", "advisor" was performed. The sources of the memes were the podcasts "The Struggling Scientists", "The Meming Phd", "High impact PhD memes". By selecting keywords, 85 Internet memes were identified in which metaphorical transfers of the above images were found. Based on the data obtained, 4 metaphorical models that most clearly illustrate the relationships between the supervisor and the student were proposed. Conclusion. The study showed that multimodal metaphor is an integral part of modern Internet communication and is an effective way of influencing the addressee. Internet memes representing the image of a scientific supervisor were analyzed and systematized; 4 metaphorical mappings ("Scientific supervisor is a loving/caring parent", "Scientific supervisor is a Jedi", "Scientific supervisor is a monster/maniac", "Scientific supervisor is a bad boss") are highlighted and described. It was revealed that the considered Internet memes are characterized by the replacement of the verbal component with a non-verbal (graphic) one in the target domain or in the source domain. The studied metaphorical models reflect the most pressing problems of the academic community. The expressiveness of the metaphor used is achieved through the use of movie characters in the source domain or target domain. The metaphorical potential of Internet memes as semantic-semiotic units of Internet discourse is undoubtedly a promising area for further study.

Introduction. The topic of this study is a cognitive semantic analysis of the woman/женщина conceptual representation in the localization of the series "The Handmaid's Tale". Due to the increasing interest in foreign series, the problem of localizing film texts is of particular importance. The relevance of the research topic is determined by the need to study the mass culture products from a linguistic point of view to draw conclusions about the most relevant problems of the modern society.Methodology and sources. The study aims to obtain objective conclusions about the structure and content of the woman/женщина concepts within a given film discourse. In the course of the research, such methods as definition and lexicographic analysis of synonymous lines, continuous sampling method, Antconc machine analysis, as well as a cognitive semantic and comparative analysis of the original and localized text were used. The research material is the first season of the TV series "The Handmaid's Tale", as well as its Russian adaptation. The amount of the analyzed material is 50 000 words.Results and discussion. The categorical structure of the woman concept consists of 23 cognitive characteristics, which form 13 classification features. The material under study illustrates the equal level of lexical diversity of the original and localized texts. The most common transformation is the replacement of a part of speech since one-to-one correspondences do not always suit the norms of the translating language. Phraseological units included in the nominative fields of the woman/женщина concepts can be divided into 6 categories and nominate a woman as an object of social and personal relations.Conclusion. The woman/женщина concepts in the framework of a given film discourse are constructed around the idea of the subordinate position of a woman. The predominant component is the interpretative field, which includes emotionally and stylistically charged units. Thus, the evaluative essence of the concept under study is doubtless. Translation transformations enabling a translator to reverbalize the concept with minimal losses are widely used in the localization.

Introduction. This article is devoted to the study of the specifics of stylistic techniques within translation of non-equivalent and culturally marked lexemes. The relevance of the research is determined by the fact that a rapidly developing films production market requires a high-quality adaptation of foreign films for other cultures. There is a need for a comprehensive study on adaptation mechanisms of various ethno-cultural phenomena displayed during translation from one language to another.Methodology and sources. This research was conducted in the context of a linguostylistic approach to the text analysis. Following methods were applied: comparative, directional sampling, classification, text interpretation, component analysis of lexical units, as well as the methods of contextual, semantic-cognitive and linguocultural analysis. The research is based on the transformations classifications by L.K. Latyshev and L.V. Solonovich, as well as the classification of culture-specific concepts by V.S. Vinogradov. The British-American series "Good Omens" was chosen as the research material. The analysis was conducted on the basis of the officially published script translated by Y. Poleshchuk.Results and discussion. Linguocultural adaptation of a foreign language work includes complex translation and stylistic transformations. In most cases, stylistic transformations within the series adaptation are related to idioms, metaphors and other expressive lexemes, due to discrepancies in the system of images between languages and due to the ways of conveying emotional tones in Russian and English. Nevertheless, it is not recommended to abuse the adaptation of culture-specific concepts, otherwise the meaning and national peculiarities transmitted through the original text will be lost. In the context of translating a series, this issue can be particularly acute due to inseparable connection between image and text.Conclusion. Cinematographic works, distinguished by their inseparable combination of audio and visual images, are able to unite cultures, to be a tool in the study of other cultures and languages. A pragmatic attitude towards a foreign language recipient requires a responsible approach to adapting the film text translation. The key role in this process is played by stylistic translation transformations, which are related to culturally marked lexemes, allusions, and other stylistic devices.

Introduction. The purpose of this study is to conduct a consistent semantic-cognitive analysis of the PANDEMIC concept based on the material of the pandemic period current media texts. The present study examines the objectification of the PANDEMIC concept in English-language media texts. The relevance of the linguo-cognitive representation study of the concepts of the pandemic crisis discourse is beyond doubt, since the events and phenomena of the crisis period are directly reflected in these cognitive units, with the help of which certain images are constructed in the social consciousness and, thus, public opinion is formed on key socially relevant issues.Methodology and sources. While constructing the nominative field of the PANDEMIC concept, methods of discursive and conceptual analysis were used, including recourse to the analysis of dictionary definitions and synonymic series, as well as an interpretive analysis of the context based on media texts. The material of the study was the media texts of the news resources selected from March 2020 to January 2022.Results and discussion. As a result of the study of the PANDEMIC concept, numerous cognitive features were identified. At the core of the PANDEMIC concept there are two cognitive features: harm to health and spread over vast areas. The composition of the near periphery of the PANDEMIC concept included the following cognitive features: encouraging and forcing to vaccinate; using of personal protective equipment; social isolation or quarantine; fighting against the virus. The far periphery of the PANDEMIC concept consists of the following cognitive features: fear and anxiety caused by the virus; the negative impact of the pandemic on the business and economic development of countries; the positive impact of the pandemic on the business and economic development of countries; change in normal routine.Conclusion. The semantic-cognitive analysis allows for the transition from the semantic component of language units to the content of the concept. The stylistic and phraseological units that make up the figurative component and the interpretive field of the concept provide an opportunity to expand the boundaries of the cognitive unit and construct the image of pandemic even more thoroughly.

Introduction. The present study examines the pragmastilistic potential of migration discourse based on the speeches of modern British politicians. The relevance of the chosen topic lies in the acute social specifics of migration discourse and its manipulative component. In today's world, migration processes have become global and their impact on the development of the host culture is becoming increasingly evident. There is still no established strategy for the integration of migrants into the new society, which creates a conflict environment and determines the hostility of the indigenous population towards migrants. Migration discourse as one of the directions of policy discourse becomes an effective tool for managing public opinion. Various persuasive tactics are incorporated in the speech of politicians using linguistic means, the use of which in the British migration discourse is considered in this article.Methodology and sources. The key tasks of the study are to identify specific discursive tactics, by means of which the persuasive strategy is implemented in the British migration discourse, and to analyze the stylistic techniques used to design the discovered tactics. During the study, pragmastilistic analysis was used, the application of which involves referring to the following methods of linguistic research: the method of continuous sampling, quantitative, descriptive and comparative methods, the method of stylistic analysis, discursive analysis. The material of the study was the speeches of modern British politicians from 2004 to 2021. Results and discussion. The analysis of migration discourse based on the texts of speeches by modern British politicians allows to talk about the stylistic saturation of the material and the main means of expressiveness used in the framework of the discourse under consideration. The main tactic of opponents of free migration is the comparison of "good/bad" migrants, which is actualized using antithesis. As for the lexical stylistic means, the use of the epithet should be specified, which is also a way of actualizing opposition tactics. Thus, this tactic is implemented both at the lexical and syntactic level. Similar tactics are also relevant in the framework of pro-migration rhetoric, namely, when comparing the local elite and the visiting population, which performs all the work necessary for the functioning of society. In most cases the main stylistic technique for tactics actualization is antithesis (or the convergence of antithesis and epithet). Proponents of pro-migration policies also use metaphor (tactics for describing the political process) and syntactic parallelism (tactics for describing the benefits of migration). Finally, the most common tactic inherent in both poles of migration discourse is the tactic of generalization. It consists in equating the speaker with his audience, their "fusion", and is most often actualized using hyperbola.Conclusion. Migration discourse is characterized by an ideological orientation, which is actualized using certain speech techniques, tactics and strategies. Migration discourse, as a multifaceted entity, can also serve to harmonize social life by facilitating the integration of migrants into the host culture. Migration discourse is a powerful ideological weapon that can be used both to contribute to integration and to incite ethnic hatred. Stylistic tools play a key role in the implementation of a persuasive strategy, which is actively used both in migration and in political discourse in general. The main tactics of the migration discourse of modern British politicians are opposition and generalization, used both in pro- and anti-migration rhetoric.

Introduction. The present paper aims at revealing and describing the linguistic means of creating the inventor's image in the English language science popular discourse. The study also describes the use of image creation strategy and solidarity strategy. The relevance of the research is defined, firstly, by unconditional and ever-increasing public interest in scientific knowledge in the era of technological progress. Secondly, regarding the obvious importance of the human factor in the presentation of an invention from the creator's point of view makes it possible for the mass reader to interpret the science news in various ways and see the modern inventor's most typical features. Thus, analyzing the specific representation of the invention in popular science media texts the authors offer their own original conception of a modern innovator, which defines the novelty of the study. Special attention is focused on credibility and competitive nature of science popular discourse which are its integrative features.Methodology and sources. The research is based on the English language sciencepopular media texts – Popular Mechanics, Mit News Education, Science Daily, Interesting Engineering, SciTechDaily. For the selection of technically-focused media texts the continuously sampling method was used. The general methodology of studying image creation strategy and solidarity strategy also includes the method of semantic analysis, the method of semantic-stylistic analysis, elements of communicative-pragmatic analysis and the method of contextual analysis.Results and discussion. Image creation strategy and solidarity strategy are implemented in science popular discourse mainly on lexical and syntactic levels and imply the use of stylistic devices. Each of the strategies mentioned above matches a certain type of science popularized texts about inventions and discoveries. The first type is about the selfpresentation of the innovator, and has its own linguistic features. The second type includes the description of an invention from the position of scientific community. The significant result of the study is the conclusion about the diverse nature of the inventor's media image.Conclusion. The study of the linguistic specific of the inventor's image allows a deeper understanding of the anthropocentric nature of an invention itself. The last one is inseparable from its creator being the result of scientific activity and professional ambitions, as well as the personal growth condition. The chosen methodology can be applied for further research and to similar studies of the creator and his creation based on texts of different profile.