Subjective well-being refers to people’s experience and self-reported measures about the quality of their lives, cognitive evaluation of social and economic activities. This evaluation depends on different factors, like income, standards of living, mood, adaptability, expectation on job-to-pay ratio. The importance of gender in this process cannot be underestimated. Based on data obtained by a sociological survey we examined 75 Altai Krai's married couples responses to determine gender differences in subjective well-being, using a multi-step procedure involving methods of frequency and correlation analysis, the method of studying the relationship between categorical variables. Our results reveal several gender differences, which greatly appear in expectations on a job-to-pay ratio.
Introduction. The goal of this study is to gain new insights into meme discourse by reconstructing its linguocognitive model, based on the properties and characteristics of memes, relevant for Internet communicators.Methodology and sources. In order to reconstruct the meme-discourse model the authors combine the method of linguocognitive modelling with the technique of fragmenting the respondents' answers into motivational explications as units of measurement for the obtained data. The meme discourse model is based on the answers of 100 students at I.I. Polzunov Altai State Technical University – “Why do you use memes when communicating?” The choice of respondents is determined by their studying at the Faculty of Information Technology and being advanced Internet users.Results and discussion. Motivational explications of Internet users of why they resort to memes to communicate serve as language material for inferring cognitive foundations for using memes. The most significant cognitive foundation for the use of memes by communicators is the effectiveness of the impact they make (47.3 %). The second cognitive foundation is related to communication productivity: memes help to establish and maintain communication (20,9 %). The third one is the functionality of memes, which facilitates the transmission of content (17,1 %). The fourth one is the format suitable for conveying thoughts and feelings (14,7 %). Based on the concept of discourse, proposed by T. van Dijk and the reconstructed model the authors gain new insights into the nature of meme-discourse.Conclusion. The main conceptual conclusion regarding meme-discourse is that, as a complex communicative phenomenon, it appears to be an important component of sociocultural interaction for its participants. Both the goal and the result of this interaction is to create a positive type of social context maintained and preserved through mutual understanding between the communicants. Memes facilitate finding common points of contact serving as a “package” of positive emotions for communicators’ thoughts and feelings. In this way communicants produce meme-discourse as an actual referential context to share their worldview.
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