Ideas and Ideals

In the article the author attempts to describe the phenomenon of the hidden meaning of advertisement as the object of understanding, special attention is paid to cognitive and information aspects. The author treats the term ‘implicitness’ as components that are not explicated in the external structure of the advertised message, but they embody the inner essence of the advertised message. The author identifies the components of implicit information comprising the advertised message: presupposition and implication. It was concluded that the hidden meaning of the advertisement may be goal-oriented (when it was purposefully generated by the subject of the advertising) and spontaneous (when it occurs independently of the will and desire of the subject of promotional activities, including the effect of associated and inducible images, which emergence in the minds of consumers has been unplanned). Another important feature of the advertised message, in addition to having a hidden meaning, is its repetitiveness. These features contribute to the fact that the recipient in the process of perception and decoding of the advertised message will generate new meanings because of the subjectivity of perception. In other words, due to the combination of these properties, it becomes possible to realize the full potential, concluded in advertising communication.

The article discusses the "lingua-cultural type" - a fairly new concept used in research conducted at the intersection of cognitive linguistics and cultural linguistics. The study of this phenomenon makes it possible to approach the understanding of the national language picture of the world and all its components. In the article the author presents the lingua-cultural description of "a bohemian man" concept, which has a number of characteristics and distinctive features, taking into consideration the Russian world view. In order to get the most complete understanding of the lingua-cultural type of "a bohemian man" in the perceptions of Russian speakers, the author conducted the following experiment: she studied the perceptual and value characteristics of “a bohemian man” image from the point of view of people of different ages, education levels and occupations.

The paper aims to give an interpretation of the rejection of master-theory in the feminist epistemology within the contemporary pragmatism context. Within the feminist field, the rejection is guided by the fundamental “instability of the analytical categories of feminist theory”, which is itself the consequence of an attempt to copy the androcentric way to make feminist theory (S. Harding). The interpretation of the rejection within the contemporary pragmatism field gives a possibility to represent the “instability” not as the consequence of the relativization of the discourse within the feminist epistemology, but as the consequence of the pragmatic interpretation of the theory “as an instrument”, representing a complex social phenomenon.

The article is devoted to the problem of determination of the specifics of social and philosophical knowledge in comparison with sociology. Despite their genetic relationship and substantial similarity they have essential differences. For a philosopher the initial object of critical analysis is not a society itself, but the way of its description, while for a sociologist the main objective is to create a descriptive model of the social phenomena. The mentioned above distinctions don't cancel the possibility of effective synthesis of the approaches developed both within the frames of sociology, and social philosophy.

The Internet allows a huge number of people, including those living abroad to feel like a single community. Internet-based technologies represent a new social capital of migrants that has not existed before. Obvious aspect of computer-mediated communication (CMC) is that it goes beyond time and space. Virtual communities have the potential not only to bind the individuals, but also to unite them, creating an emotional connection. Internet-based technologies increase quantitative and qualitative indicators of communication, supplementing already existing structure of interaction, acting sometimes as a factor initiating the subsequent interaction in reality. A research devoted to the process of communication among migrants (including CMC), deserves special attention, since migration is global in nature and has increasing rates. We can select 4 categories of using Internet-based technologies: search tools, e-mails, forums and chats. Using Internet-based technologies may vary depending on the stage of migration, which can be divided into three: pre-migrant, post-migrant and settled migrant. CMC is used by migrants to build new relationships, maintain existing and restore the lost ones. Internet-based technologies almost allow migrants to be in a different reality. Sometimes the frequency and activity of virtual contacts making them for the individual much more real than those that do not take place "online". Internet-based technologies are an important resource in the field of communication of individuals and provide them with plenty of opportunities previously unavailable. Reality mediated by the internet-based technologies transforms, slowly becomes a new previously non-existed reality.