“…Consistent with the ideas of logical positivism, the unilateral model of the linguistic sign removes the question of the semantic nature of meaning, thereby leveling the content side of the language. We also see the transformation of verbal-paraverbal behavior under the influence of intercultural communication in social media and in cinema [23]. Phenomenologically oriented studies, dating back to the philosophical postulates of Plato, Aristotle, the theory of the popular spirit of V. von Humboldt, the phenomenology of E. Husserl, A. Losev, M. Heidegger, presented an anthropocentric understanding of semiotic processes.…”