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EN
The material is devoted to the description, including on the basis of experimental data, of the speech image of the post-Soviet business elite. The study was carried out in the paradigm of the Lotman’s semiosphere. Three clusters are described – the verbal, the cognitive, and the pragmatic one. The study is based on an integrative methodology for objective speech portraying the personality, who uses hybrid image strategies and tactics due to the ambiguous perception of the business elite in modern Russian public opinion.
EN
Fiction differs from other arts because of its universality, encompassed in the expressive ability of a word, which retains the original syncretic force. The word always sounds and looks. Verbal image arouses the imagination of the recipient and makes him create a picture. The writers resort to depictive-expressive abilities at the level of description, transfer of mental impressions. However, only in the twentieth century writers understood the synesthetic power of words comple­tely and started started searching for deep, walled-up in the original mythological consciousness, syncretic foundations. Modernists used such ability of words successfully. Synesthesia as a defi­ning principle of image creation is inherent to creativity of Bohdan Ihor Antonych and Vladimir Svidzinsky. Synesthetic intention of verbal images does not just create a unique style of each of these authors, but also witnesses their archetypal mythological thinking and reveals the ability of intuitive penetration into the depths of the word.
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