Authors

This study is a continuation of the author’s research of various approaches to the use of metaphor and other expressive language means in texts of English PR discourse (public relations discourse). The aim of the work to reveal the use of the linguistic and pragmatic potential of expressive linguistic units inherent in the texts of the sphere of directed communication, based on the material of the English-language PR discourse, taking into account the PR ends of informing the society and building a certain understanding of the described phenomena. Regarding the stance of attributing metaphor to complex mental mechanisms, public relations councilors resort to their usage to represent new phenomena through the sensory and social experience of a person. The novelty of the study is the conclusion that by using certain polycode language units, PR copywriters get the opportunity to transfer conceptual representations to a process or phenomenon that is difficult to understand, since complex professional texts can be adapted for understanding through similarity and analogy presented in language. The conducted research contributes to discursive studies, as well as to understanding of metaphorical thinking in theory and practice, which can be used in teaching courses in lexicology, phraseology of the English language, as well as for training specialists in the field of communication studies.

The article discusses linguistic and cultural values at the time of “cancel culture” within PR communications framework. The relevance of the research is determined by the need to trace the logical development of Political Correctness, the socio-cultural policy of Postmodernism, aimed at the transformation of the language and likewise the mode of thinking and lifestyle. Cancel culture is a policy of intimidation of all those who disagree with the abolition of traditional and the introduction of new universal values of the collective West, aimed at people’s dehumanization. The objective of this work is to identify the features of PR communication technologies aimed at shaping new ideas in society. The novelty of the research is determined by an attempt to characterize new values formation features of the Anglo-Saxon mentality that affect the whole world. The research methodology is based on the academic achievements in studying language, culture and spiritual and moral values, analysed from the philosophical and linguistic views. The research methods consist in the analysis and synthesis of the material on the chosen topic and its philological analysis. The study reveals that the social and cultural processes taking place in the Western world are aimed at completely replacing traditional values rooted in world religions, which may pose a threat to the rest of the world. The search for new values that are currently observed in modern society is directly related to the shift of paradigms.

The paper examines ecolinguistics as a new trend in linguistics, resulting from the study of language and the environment. The article’s relevance is determined by the insufficient amount of works on ecolinguistics and its subsystems. The purpose of the study is to establish particularities of interlinguistic communication, studied within the framework of ecolinguistics, the idea of which originated at the end of the 19th century and got its prominence at present. The research methodology is based on the theoretical works of the most prominent domestic and foreign scholars. Ecolinguistics is the result of the interaction of academic disciplines including linguistics, philosophy, psychology and cognitive studies. The formation of ecolinguistics takes place in such domains as cultural, political and scientific spheres, revealing various aspects of language interaction with the thinking process and the surroundings. The study of ecolinguistics’ evolution and functioning requires a comprehensive approach. The scope of the study includes studying ecolinguistics, clarifying the origins of this branch, presenting it in a generalized form, as well as the peculiarities of translation aimed at preserving the purity of the target language. As a donor language, English considerably enlarges the vocabulary of every language it interacts with. This is manifested in the digital translation, facilitating the process of new words, nomenclatural formations and abbreviations dissemination. The study has shown that the use of digital technologies developing in the digital world ensures the entry of the linguistic personality into the unified system of ecological space. It is concluded that lexical and grammatical units of different languages can peacefully coexist in one text without violating the integrity and harmony. It contributes to the effective interlinguistic communication determined by the ecospace of a particular language.