In this article inter-ethnic tension in government sphere is detected. Consideration of the concept of inter-ethnic tension from the position of psycholinguistics provides additional material for a comprehensive study of this issue, an attempt is made to diagnose inter-ethnic tensions in a particular region -the Republic of Tatarstan. As stimulus -word was taken the following group: Ethno-social representations associated with public notions:pravitel'stvo/hökümät-government/elite. Psycholinguistics (ethno-psycholinguistics), which deals with the problem of representation of the systemic nature of the linguistic consciousness of native speakers of different cultures, puts forward the associative experiment as the main method. The material of the study is an array of associates, which we obtained as a result of a free associative experiment in Russian and Tatar languages. We placed our research on the Internet site http://virtualexs.ru. The experiment was conducted in 2015 and 2016. Analyzing the data obtained during the free associative experiment, we come to the conclusion that the situation between the title and non-title ethnic group is not ethnically tense. We can predict: if the effectiveness of the state national policy remains at the same low level, inter-ethnic tension in society will grow, and the geography of conflicts will expand.
The article is devoted to the study of a Kazan philistine costume of the first half of the 19th century as an integral feature of social quality in the conditions of the class system. This period in Russian history is the time of transition to a bourgeois society, during which the views on fashion and beauty changed, which was reflected in the dress and appearance of people. The main source that allows to recreate a philistine image of that period is the description of the Kazan philistine property, drawn up during the transfer to the trusteeship or sold for debts. The analysis of archival materials, most of which were introduced into scientific circulation for the first time, made it possible to reconstruct a Russian petty bourgeois suit and to present a visual image of an ordinary citizen and the townspeople of the period under study. The approaches to the study of this issue are based on the methods used in microhistory and historical anthropology with the use of lexical-semantic analysis elements.The study showed that philistine clothing is a social marker reflecting the social-cultural identity of an urban commoner, taking into account gender and ethnic-confessional features.The costume of an urban commoner as a whole retained a traditional image for Russia, which was formed during the era prior to Peter I, which was reflected, among other things, in lexical archaisms. In the first half of the 19th century the social-cultural mentality of a petty bourgeois remained generally at the level of a class-based mentality.
The article examines the demographic and socioeconomic characteristics of the Tatar bourgeois family of Kazan in the middle of the XIX century in the era of transition to bourgeois society. Studying the philistine family allows one to get an idea of the way of life of the townspeople, since philistinism was the most massive layer of the urban population of Russia in this period. Kazan, being a multi-confessional and multinational city, along with Russian residents, included the Tatar population in the urban society. The study of the Tatar philistine family makes it possible to reveal the features of the way of life of this category of urban inhabitants, distinguishing it from the Russian philistines of Kazan. Approaches to the study of this issue are based on methods used in microhistory using historical and demographic analysis tools. The study showed that the Tatar philistine family in its structure, demographic characteristics, occupation, standard of living as a whole led a way of life typical of this class group of Russian society of the period under study. However, petty bourgeois Tatars retained a number of features determined by national traditions.
The article considers some stylistic aspects of advertising database in Russia. It examines linguistic and stylistic properties and peculiarities of social advertising and the impact it has on public consciousness. It determines that social advertisements in Russia are characteristic of the vocabulary belonging to the low language norms which reflects cultural and ethical context. Figurative language and stylistic devices aim at appealing to emotions and make the advertisement more memorable. The authors deem it necessary to create a common database on social advertising in Russia in order to facilitate the analysis of economic impact and evaluate the capacity to exert effect on mainstream audience as well as determine strategies to build advertising campaigns.
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