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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 3 (26), 2019 ISSN 2587-8093

Introductory Remarks by Editor-in-chief of the Scientific Journal

«Modern Linguistic and Methodical-and-Didactic Researches»

Issue 3 (26) of the Scientific journal contains the following sections: "Linguistics", "Methods and Didactics", "Intercultural Communication", "Theory and Practice of Translation". The third issue of the twenty-sixth series of the journal presents 12 scientific articles.

Issue 3 (26), 2019 of the scientific journal presents to our respected readers the most recent and relevant theoretical and practical findings, with the results and prospects of scientific researches in the area of linguistics, methods and

didactics of foreign language teaching, international communication, the problems of theory and practice of translation, studied not only as a proсess, but also as a result. To approach to the scientific truth is a burning ambition of any linguist. The scientific works offered in this journal contribute to achieve it.

The articles of this issue contain the results of the scientific researches in the field of linguistics, methods and didactics of foreign language teaching, international communication, theory and practice of translation in the Russian, English, German and French languages.

In the section “Linguistics” there is a wide list of issues that have not received sufficient coverage in the science of language yet: a typological study of communicative forms of the English network folklore (by Е.А. Yukhmina, N.V. Obvintseva), the impact of French on the English onomasticon (by I.V. Boichuk), changes in the present day state of personal names in the leading English speaking countries (by А.А. Tychinskiy), linguistic bases for modeling of linguistic and cultural transfer of social diseases nominations (by A.G. Fomin, E.V. Arkhipova), comparative analysis of English and Russian formulas of address in informal communicative situations (by A.A. Antonova). The section “Methods and Didactics” presents the article about personal-and-psychological stereotypes of students' behavior in the process of communication in foreign language classes at technical universities (by Nesterova O.F.). The section “Intercultural Communication” contains the articles of different question areas on relevant problems of intercultural communication: on linking markemes in British prose of the first half of the twentieth century (by O.G. Artemova), geographic picture of the world in the lexical equivalent as a reflection of the implementation of artistic images of heroes of works (by M.B. Rastorgueva, O.V. Starkova), Internet-blog as a computer mediadiscourse representer (by Matyukhina M.V.), stylistic and functional features of charactonyms and characterizing nicknames in modern children's English humorous literature (by S.Yu. Kapkova).

The section “Theory and Practice of Translation” includes two articles: the one is about the technology of parallel text corpora and its use in the process of translation training (by А.А. Аvdeev) and the other - about the use of cloud technologies in teaching computerized translation (by E.V. Kashkina, T.V. Gilyarovskaya).

The “Linguistic Section” starts with the article of Candidate of Philology, Associate Professor Еlena А. Yukhmina (Chelyabinsk State University, Chelyabinsk) and by Candidate of Philology, Associate Professor Nadezhda V. Obvintseva (Ural Federal University named after the first President of Russia B.N. Yeltsin), on the problem of classification of communicative forms of English network folklore in the social network Instagram. Using cognitive-and- pragmatic approach three basic posts types have been determined, each of them having their own features and regulations, their classification is offered. The research is unique, the future prospects of the net folklore research, in particular, of complex structural-and-semantic analysis of the revealed types can be determined.

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 3 (26), 2019 ISSN 2587-8093

The article of PhD in Philology, Associate Professor Igor V. Boichuk (Belgorod National Research University, Belgorod) analyses the influence of the French language on the English language onomasticon mostly in synchrony, partially in diachrony. The facts of the influence of the French language mainly on proper people`s names and different nominations of the products of people`s activity are represented.

The next article by Ph.D. in Philology, Associate Professor Аleksey А. Tychinskiy (Moscow State Institute of International Relations, Moscow) concerns the study of onomastics: changes in the present day state of the most frequently used of personal names in the UK, the USA, Australia. Religious background of the USA onomasticon and traditional personal names of Australia is stated. It is revealed that in Great Britain Biblical names have been less often used.

The research of Doctor of Philology, Professor, Andrei G. Fomin and post-graduate student Evgeniya V. Arkhipova (Kemerovo State University, Kemerovo) is of special interest. The authors conclude that the process of transferring or borrowing units from one culture to another goes through the stages of adaptation. Linguistic bases of modeling of linguistic and cultural transfer of nominations of social diseases, including the complex of elements, is represented.

Graduate student Anna A. Antonova (National Research Tomsk Polytechnic University, Tomsk) studies formulas of address in the English and the Russian languages in informal communicative situations as one of discourse elements. 10 formulas of address in the English language and 14 formulas in the Russian language and their features are determined.

The article of the section “Methods and Didactics” by the Senior Lecturer Olga F. Nesterova (Voronezh State Technical University, Voronezh) concerns personal-and- psychological stereotypes of behavior of students of technical university, subjective and objective factors affecting the process of learning. Their analysis helps to reveal the conditions of effective process of foreign language learning within methods of differentiated approach to students.

The section "Intercultural communication" is opened with an article of PhD in Philology, Associate Professor Olga G. Artemova (Voronezh State Technical University, Voronezh), which analyzes the linking markemes in the texts of British prose writers with two graphs and an attraction center.

In the next article PhD in Philology, Associate Professor Marina B. Rastorgueva (Voronezh State Technical University, Voronezh) and English teacher Olga V. Starkova (Lyceum

No. 1, Orel) study the biography of the heroes of D. Rubin’s novel “Zheltukhin” regarding the geographical picture of the world in the lexical perspective with the selection of thematic groups. The hypothesis about the connection of the presented classification with the political and cultural life of the historical period in which the characters of the novel act is confirmed.

The article of a post-graduate student Maria V. Matyukhina (National Research Tomsk State University, Tomsk) is devoted to the study of computer media discourse. Exploring the Internet advertising blog as a kind of speech genre, the author identifies several types of posts, which testifies to the variety of speech discursive texts on the blog and the development prospects of such a disputed scientific field as discourse study.

The final article of the section "Intercultural communication" of PhD in Philology, Associate Professor Svetlana Yu. Kapkova (Voronezh State Pedagogical University, Voronezh) refers to one of the sections of the onomastics - anthroponyms: charactonyms and nicknames. The author clarifies the concept of a charactonym in the focus of functional and stylistic features in humorous texts for children from the standpoint of the author's style.

The section “Theory and Practice of Translation” is opened with an article of PhD in Philology, Associate Professor Alexander A. Avdeev (Voronezh State Technical University, Voronezh), which describes the basic tools of corpus linguistics when working with translations. Text materials of the corpus, their convenient presentation significantly increase the effectiveness of training for professionally oriented translation and are an important innovative tool in

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 3 (26), 2019 ISSN 2587-8093

translation activities. The following article in the section of PhD in History, Associate Professor of the Department of French Philology Elena V. Kashkina and tutor of the department Tatyana V. Gilyarovskaya (Voronezh State University, Voronezh) considers students' work with translation memory programs - Translation Memory (TM) using cloud technologies. The program can be used for any category of students, both when translating from a foreign language into Russian, and vice versa and it is one of the most effective computerized translation programs available.

The section "Scientific Overview" provides information of PhDs in Philology, Associate Professors Irina Yu. Lavrinenko and Victoria V. Kozlova (Voronezh State Technical University, Voronezh), about the conference 21st Century Skills, organized by the Cambridge Resource Center in Voronezh and the Faculty of Roman-and-Germanic Philology of Voronezh State University with Cambridge Assessment English, and with support of Cambridge University Press.

We believe that this issue of the Journal № 3 (26), 2019) will be interesting and useful for a wide number of linguists, foreign language teachers, culture experts, experts in literature, philosophers, post-graduates and students. We invite domestic and foreign scientists (postgraduate students, applicants, candidates and doctors of sciences, specialists) to publish the results of their researches in subsequent issues of our journal.

Editor-in-chief of the Scientific Journal “Modern linguistic and methodical-and-didactic researches” of Voronezh State Technical University, Doctor of Philology, Associate Professor,

Head of the chair of foreign languages and translation technology

Valery A. Fedorov

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 3 (26), 2019 ISSN 2587-8093

LINGUISTICS

UDC 811.111

TYPOLOGY OF THE COMMUNICATIVE FORMS

OF ENGLISH NETWORK FOLKLORE

(ON THE BASIS OF THE SOCIAL NETWORK INSTAGRAM)

Е.А. Yukhmina, N.V. Obvintseva

Chelyabinsk State University

Candidate of Philology, associate Professor

Department of business foreign languages, Faculty of Linguistics and Translation Elena Alexandrovna Yukhmina

e-mail: alen_vitamin@mail.ru

Ural Federal University named after the first President of Russia B.N. Yeltsin Candidate of Philology, associate Professor

Department of foreign languages Ural Humanitarian Institute Nadezhda Valerievna Obvintseva

e-mail: n.v.obvintseva@urfu.ru

Problem statement. The article deals with the problem of classification of communicative forms of English network folklore on the basis of the social network Instagram. Referring to the research works of Russian and foreign scientists on the network folklore such as G. Cook, W. Fox, G. Leech, R.G. Howard, Simon J. Bronner, B. McClelland, M.D. Alekseevskogo, I.A. Pankeeva, L.P. Amiri, H.A. Kruvko, V.P. Rukomojnikovoj, A.S. Kargina, A.V. Kolistratovoj, Yu.M. Sokolova and others, the authors develop a typology of the main forms of the network folklore and offer a detailed classification of the Instagram posts.

Results. There are identified key forms of the network folklore: communicative forms, crowd forms and polycode forms. The authors give a profound classification of the communicative forms of the Instagram network folklore relying on the cognitive-pragmatic approach.

Conclusion. Having conducted a complex linguistic and structural analysis of posts, the following conclusion is drawn that depending on the content, target audience and formation mechanism communicative forms are represented by three main types of Instagram posts: informational, interactive and advertising, each having its own branched hierarchy of subtypes. The statistical analysis of 10 thousand posts shows that the vast majority of Instagram posts are informational posts, followed by interactive and advertising, respectively. There are given examples of each post type with explanations of its major differences from others. On the one hand, each type of Instagram posts is characterized by its own linguistic and structural features, on the other hand, there are a number of characteristics common for all posts. The classification of Instagram posts is the basis for a further systematic analysis and description of each individual form of network folklore, which will reveal their main structural and semantic features.

Key words: Instagram posts, network folklore, communication, advertising posts, information posts, interactive posts, linguo-structural analysis, cognitive-pragmatic approach, system approach.

For citation: Yukhmina Е.А., Obvintseva N.V. Typology of the communicative forms of English network folklore (on the basis of the social network instagram) / Е.А. Yukhmina, N.V. Obvintseva // Scientific Journal “Modern Linguistic and Methodical-and-didactic Researches”. – 2019. - № 3 (26). – P. 9-22.

Introduction

From the very beginning of the Internet emerging the folklore became its central component. First it was a means of communication and interaction for computer engineers, a new fad in a communication language and the source of different interesting stories [1]. But later the

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© Yukhmina Е.А., Obvintseva N.V., 2019

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 3 (26), 2019 ISSN 2587-8093

board between the real and virtual world got blurred [2, p. 182], and nowadays the scientists recognize folklore on the Internet (netlore, e-folklore) and the importance of its study. “Right now, all we have on the Net is folklore, like the Netiquette that old-timers try to teach the flood of new arrivals, and debates about freedom of expression versus nurturance of community . . .

A science of Net behavior is not going to reshape the way people behave on-line, but knowledge of the dynamics of how people do behave is an important social feedback loop to install if the Net is to be self-governing at any scale”. [3, p. 3]. In this paper folklore is treated as a combination of cultural phenomena, originated from either creative work of collective body or individuals within the collective identity. Important folklore features are its traditionalism and spoken language focus [4].

Virtual communication successfully transferred onto social networks some decades ago. There are more than thirty different social networks successfully functioning with their own users. Top ten the most popular social platforms according to the data of analytical agency Statista are Facebook, Youtube, WhatsApp, FacebookMessenger, WeChat, QQ, Instagram, Qzone, Tumblr, SinaWeibo. The most popular social networks with applications in the USA appear to be Facebook, Instagram, Twitter, Pinterest, Snapchat and Reddit (Table 1), in Great Britain the situation is quite alike except for Instagram rating which takes the fourth place instead of the second one, but the leaders are the same [5].

Figure 1. Top Ten Popular Social Networks Applications in the USA according to the number of users (data as of March 2019)

100

90

80

70

60

50

40

30

20

10

0

Source: Statista [5]

The aim of the study is to create the typology of the network folklore communicative forms on the basis of the social network Instagram. The scientific novelty of the work consists in the developed original elaborated structural typology of Instagram posts as communicative forms of the network folklore offered by the authors for the first time.

Among a great number of social networks the social network Instagram has been chosen as a subject of the research for it to be rather young and rapidly developing platform popular either among common users or professional bloggers. The object of the study is communicative forms of the network folklore functioning in English-speaking social network Instagram. This

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 3 (26), 2019 ISSN 2587-8093

network attracts users all over the world with its user-friendly interface and the set of functions allowing to personalize the resource in accordance with any tastes and requirements.

Instagram enables users not only to share important events of the lives with their subscribers, browse the news and chat with friends, but also to monetize the profile turning it into a kind of a brand what makes it very appealing to the business society. T.I. Suslova says: “social network plays a role of the mediator in people’s communication, folklore texts creating as well as in forming common for all users folklore tradition” [6]. Instagram discourse is being constantly enriched by new texts, messages and comments. New forms, genres and styles of the communicative interaction appear being characteristic forms of the network folklore and require being structured and studied thoroughly form linguistic point of view.

Research Methodology

Theoretical and methodological ground of the research are the works of the Russian and foreign scientists such as Simon J. Bronner [1], M.D. Alekseevskij [4], I.A. Pankeev [7], V.P. Rukomoinikova [8], A.V. Kolistratova [9], Ju. M. Sokolov [10], etc.

Studying of the communicative forms of English network folklore was conducted on the base of the random sampling of Instagram posts.

The authors used observation and description methods together with structural and semantic interpreting analysis, as well as pragmatic and linguistic analysis and statistical analysis.

Research Results

Network folklore existence medium is completely virtual. It is the fact that provides its specific features. M.D. Alekseevskij considers that the fact that there can be observed a lot of different forms of internet folklore makes its study difficult from the methodological point of view since they are different from the traditional folklore forms [4].

In virtual communication conversational (informal) style prevails whose specific features depend mostly on spoken language. Conversational style can be observed in private chats, advertising messages, mottos, slogans and other types of online communication. Kinds of speech forming virtual communication are a dialogue and a polylogue (talk/conference). Thus, folklore being word of mouth folk art proceeded to the virtual communication together with colloquial speech. A.V. Kolistratova stated that Internet environment is a cultural phenomenon and completely reflects the tendencies of the social conscience dominating at that period of time [9, p. 41].

Network folklore as the result of the network (internet) culture is a multifaceted phenomenon. State Republic Center of the Russian folklore started studying modern forms of traditional culture at the beginning of 2000 [11]. Careful attention was drawn to the network folklore study. The center held conferences and seminars: “Folk-Art-Net: new horizons of the creativity. From Tradition to the Virtuality”, “Internet and Folklore”, “Folklore of the 21st Century: Heroes of Our Times”, “Folklore of minor social groups: traditions and modern era”, “Slavic Traditional Culture and Modern World”. At the conferences the issues concerning preserving of traditional folklore and emerging of new folklore forms and their genre and specific varieties were discussed. Significant characters of network folklore, causes of their emergence and popularity, their significant features and genesis of images were studied. It is known that network folklore and the relevance of its study were disputed by the scientists in the 70 – 80s of the 20th century. But the emersion of the new forms of communication completely changed the focus on folklore and the problem of its existence. The folklore study got its rebirth and since then it has been the object of the study of many Russian and international scientists: A.S. Arkhipova, A.S. Kargin, A.V. Kolistratova, A.V. Taran, N.A. Kruvko, Simon J. Bronner [2], V. KrawczykWasilewska, B. McClelland, W. Fox, R. Howard, O’Reilly T, etc.

Having analyzed the bulk data, the authors have picked out the following forms of the network folklore according to the mechanisms of its formation: communicative (verbal) forms, crowd-forms and polycode forms (see Fig. 2). Communicative forms include all types of posts,

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 3 (26), 2019 ISSN 2587-8093

hash tags, comments, etc. their purpose is to inspire communication, chat, interaction. Crowdforms are considered to be an aggregation of the popular (folk) wisdom in a form of online encyclopedias and dictionaries. Crowd-forms pursue educational and informative purposes. And finally, polycode or non-verbal forms comprise photo and video materials, memes, giffs and demotivators, the forms which use symbols of other semiotic (extralinguistic) systems. Communicative goal of polycode forms is firstly to express all possible emotions, feelings and their shades, impressions, reactions to the events and other users’ messages.

Figure 2. Network Folklore Forms

Е-FOLKLORE

(NETLORE)

Source: authors’ original research

It is necessary to note that verbal and non-verbal forms of the network folklore are often used together, moreover non-verbal forms are an essential part of any post. Polycode forms help to specify either an emotional focus of the message or demonstrate visually what the user is informed about. Each form requires a thorough research and description.

To achieve the goals of the present research the authors have developed a structural classification of the network folklore communicative forms on the Instagram network. According to the complex linguistic and structural analysis of more than 10,000 Instagram posts the following types of posts are distinguished: advertising, informational and interactive posts (see fig. 3, 4, 5, 6). In the present work the posts are defined as messages published on the forums, internet communities, blogs, social networks and different sites, which are spread by means of text copying, reposting and “liking”. Thus, the post in this study is referred to any verbal and non-verbal message, uploaded on the Instagram network by the user in order to interact with other users.

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 3 (26), 2019 ISSN 2587-8093

Figure 3. Communicative forms of Instagram Network Folklore

COMMUNICATIV

E FORMS OF THE

NETWORK

FOLKLORE

•ADVERTISING POSTS

•INFORMATIONAL POSTS

•INTERACTIVE POSTS

Source: the authors’ original research

Advertising Posts (Fig. 4)

The purpose of the advertising posts is mass-following and mass-liking, i.e. attracting general public and as a result selling goods/ services or developing conditions for company brand awareness. The structure of Instagram advertisement is complicated. Advertisers seek to influence customers by means of the three-level post processing. On the level of thinking this is the post text itself and implicit and explicit meaning it has. On the visual level it is an image, a video sequence, a photo-carousel and a text graphic representation (e.g. orthographic irregularities and the use of emoticons, numbers and symbols). On the audio level it can be represented by background music for posts or a slogan. An advertising post interactivity accompanied by multimedia means creates optimal conditions for a promotion and active sales and has a manipulative influence on the customers’ consciousness.

Depending on the forms of advertising material representation, its content and audience the authors have divided various advertising posts into two main categories: targeted-posts and friendly-like posts for subscribers, comprising implicit advertising (see fig. 4).

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