Introduction . Social advertising is an important element of the modern cultural and linguistic environment, contributing to the formation of public consciousness and the transmission of cultural values. In this work, the authors aim to identify the key characteristics and patterns of social advertising in the Russian and French linguistic and cultural spaces, and to determine the factors that stipulate the differences and similarities in the approaches to creating and promoting social campaigns. Methodology and sources. The work is based on the methodology of an interdisciplinary approach, using discourse analysis and content analysis. The theoretical and methodological framework is based on works in the field of media discourse and linguoculturology. The empirical material includes examples of social advertising published in Russian and French sources from 2010 up to 2025. Results and discussion . It has been demonstrated that there are significant differences in the lexical and semantic field of social advertising in the French and Russian linguistic and cultural spaces. The French terminology focuses on emotions and individual responsibility, while the Russian terminology focuses on state interests and collective values. The analysis of the themes revealed significant similarities in the key topics: healthy lifestyle, road safety, addiction prevention, family support, and environmental issues, but with different emphases. French advertising focuses more on environmental issues, gender equality, and cultural heritage, while Russian advertising emphasizes the importance of patriotism, social stability, and traditional values. French advertising also highlights the involvement of corporations in social projects. The Russian segment of social advertising demonstrates a greater commitment to national projects and government programs. These differences are related to the historical features of the formation of structures and participation of the civil society and the development of social initiatives. Conclusion . The significant differences in the texts and themes of social advertising reflect the cultural traditions and historical factors of Russian and French society. However, both types of social advertising demonstrate effectiveness depending on the cultural context and audience expectations. The differences in approaches highlight the need to consider national specifics when developing social advertising strategies.

Introduction . The article explores the dialectic of the phenomenon of will and its interpretation in modern scientific discourse. Will is considered in the philosophical aspect as the ability of a person to meaningfully make a choice and strictly follow it, building a scenario of their behavior. The research hypothesis is that will is a complex and internally structured phenomenon (a system of predicates) of human behavior, determined by specific internal and external factors. Based on a system analysis, the correlation of the phenomenon of will and freedom, consciousness, love, fear, courage, education is determined in the context of a holistic philosophical reconstruction of this phenomenon. Methodology and sources . The problem of will has several aspects and is considered in science as a philosophical, pedagogical and psychological phenomenon. The research methodology is based on the method of dialectics and the use of induction, deduction, analysis, synthesis, ascent from the abstract to the concrete. Philosophical concepts of Aristotle, N.A. Berdyaev, I.A. Ilyin, I. Kant, K. Marx, V.S. Solovyov, A. Schopenhauer and others are used in the philosophical analysis of the phenomenon of will. Results and discussion. The article provides a justification of the phenomenon of will as a special spiritual tension of personality (the power of the human spirit), which appears (or is formed) in a person in a situation of choice, when they have to make certain decisions, develop a certain scenario of their behavior and bear personal responsibility for them. In the complex structure of the phenomenon of will, a certain hierarchy of its system-forming elements is revealed, its ontological, axiological and epistemological foundations are revealed. Conclusion . In conclusion, it is concluded that to cultivate the will in oneself means to form in oneself such spiritual principles that have absolute meaning, objective truth and determine for a person the fullness of his being.

Introduction . The article is devoted to the problem of art as a metalanguage of the inner world of the artist, director. The issue of the metalanguage of art in relation to cinema is becoming quite relevant today, while the work of the Soviet film director Andrei Tarkovsky serves as a representative example for such a study. The question of metalanguage affirms the existence of a certain structure, levels, positions, layers of perception of the master's work. Methodology and sources. It is methodologically significant to consider the problem of metalanguage not only within the framework of cultural philosophy (O. Spengler, F. Nietzsche, M. Bakhtin, G. Pomerants, etc.), but also in related fields: analytical philosophy, logical semantics, semiotics. Within the framework of semiotic methodology, the problem of metalanguage is posed most clearly. Certain significant steps in the development of semiotic concepts of metalanguage in culture were taken by R. Barthes, T. Todorov, Y. Lotman, Y. Tsivian, M. Mamardashvili, A. Pyatigorsky. Among the many works that directly reveal the problem of metalanguage in the works of A. Tarkovsky, the works of R. Bird, I. Evlampiev, S. Salvestroni, D. Salinsky stand out. Results and discussion. It is revealed that the structure of the artistic metalanguage of a filmmaker can be made up of symbols, signs, meanings and angles, individual editing trajectories, representation of the passage of time and natural elements. It has been established that two dominant elements of the director's metalanguage are important in Tarkovsky's work: the metaphysics of the inner world and the metaphysics of the elements (for example, the metaphors of fire, water, earth, and the flow of life). Time, as the state of the director's inner world, embodies the intertwining of these two sides of Andrei Tarkovsky's work. Conclusion . The language of film narration becomes a metalanguage, being divided into subjective and objective components. The metalanguage of cinema is the language of action and process. The film's character is immersed in the action unfolding in the frame. The issue of metalanguage results in the differentiation of the observer and the observed. To do this, it is necessary to identify certain levels and positions within the film. The component that is directly related to the individuality of the director, their inner world, is the deep foundation of the metalanguage of cinema.

Introduction. Tourism should be the driving force of the economy, creating jobs, contributing to the active lifestyle of the host communities. In this regard, the study of the formation of tourism development policy and destination management is undoubtedly relevant. The analysis of the relationship between the management of tourist destinations and the recommendations of the tourism development policy is an under-researched aspect of the tourist destination management. The purpose of this article is to study the management of destinations in the context of shaping regional tourism policy. Methodology and sources. The methodology of the article is based on conceptual sociological provisions on the management of tourist destinations, based on a wide range of authors and well-established sociological theories. The key influences include the ideas of strategic coordination, cooperation of interest groups and the concept of sustainable development in tourism management. Results and discussion. The article examines the relationship and defines the concepts of “tourism policy” and “destination management”. The relationship is expressed in the fact that destination management as an instrument of regional tourism development policy implements the plans set by that policy. The management of a tourist destination operates at the operational and tactical levels, at the level of a specific place/ locality. Tourism policy is the collective guiding principles, strategies, and rules that are used by governments and organizations to manage the tourism industry. Policy creates a structure within which destinations are managed. Conclusion. Tourist destination management is a key tool of regional tourism policy, coordinating all aspects of a tourist destination to ensure its sustainability and competitiveness. It involves the joint efforts of stakeholders such as business, government and the community. By integrating various management functions and aligning them with other regional strategies such as transportation development and environmental protection, tourist destination management can create a holistic and high-quality visitor experience while supporting the local community.

Introduction. The article discusses the features of modern methods of music creation and distribution, as well as their influence on the formation of musical tastes and preferences among young audiences. Particular attention is paid to streaming services based on the assumption that their prevalence is fundamentally changing the process of music creation, distribution and consumption. Methodology and sources. The sources used are the works of modern foreign and domestic experts in the field of sociology of music, cultural studies and mass media. The opinions of experts involved in the distribution of musical works and music journalists are also analyzed. The empirical part of the article was a survey of Russian youth aged 17 to 21. The choice of this audience is due to two reasons: a special attachment to music is usually recorded in young people due to the peculiarities of their mental and social development; the growth of the audience of streaming services occurs mainly due to the young audience. The theory of social representations of S. Moscovici is used in the sense that the assessment of respondents' ideas about music can be considered as a characteristic of the Generation Z. Results and discussion . Experts note that in the era of streaming platforms, significant changes occur not only in the technologies of distributing musical works, but also in recording music and its perception by listeners. Musical preferences are formed by artificial intelligence, and this, on the one hand, expands the listener's horizons, on the other hand, limits one in learning something radically new. The connection between the listener and the personality of the performer is lost, the phenomenon of fake artists arises, the attitude towards music becomes more consumerist, musical works are adapted to the specifics of streaming platforms. These and other trends are considered in the mirror of the perception of young listeners. Conclusion. The research allowed us to draw the following conclusions: streaming platforms set the basis for managing musical tastes, but do not yet fully shape them; popular music has recently become less interesting; the popularization of modern musical works is associated less with the sophistication of their sound or musical component, and more with trends, the showcase of which are social networks offering short vertical videos (shorts).

Introduction. Review is a common type of academic articles, however, its genre status, as well as discursive characteristics of its varieties, have yet to be studied. Analysis of discourse practices of Review in the English-language segment of academic medical discourse might bridge this gap, therefore the objective of the paper is to systematize genre varieties of English-language medical Review in the context of the functional approach to publication discourse practices. Methodology and sources. The research corpus was collected with original review articles from the leading medical journals, i.e. The New England Journal of Medicine, The British Medical Journal, The Lancet. Semantic analysis, as well as definition analysis, were used to study the requirements for authors, which contents were then verified by the contents and structure of the original articles to assess their genre varieties. Comparative analysis of genre characteristics was used to systematize traditional types of review article, as well as to identify relatively new and specific genre varieties for medical academic discourse. Results and discussion. The universal genre of review scientific articles in the English-language medical discourse include Review (the Lancet), Clinical Review (BMJ), Clinical Practice Review (NEJM). Systematic Review and Meta-Analysis in medical discourse focus on a comprehensive analysis of bibliographic sources, databases and scientific literature and largely promote evidence-based approaches in medicine. Specific genre varieties of Review, namely Live Systematic Review, Hypotheses, Seminar, Series, Viewpoint, Therapeutics, were identified and analyzed. Conclusion. The functional approach to Review systematization in the English-language segment of medical academic discourse has proven effective and potentially applicable to other genres, types of discourse and language cultures.

Introduction. The relevance of the study stems from the need to comprehend labor stigmatization, particularly in the context of “dirty work”, which, despite its social importance, faces devaluation. The aim is to frame stigmatized labor as a metaphor for the collective “Shadow of society”, reflecting repressed aspects of human existence. The scientific novelty lies in integrating Jungian analytical psychology and sociological approaches to analyze stigmatization mechanisms.Methodology and sources. The research employs Carl Jung’s “Shadow” concept, interpreting stigmatized labor as a projection of the collective unconscious, alongside sociological analysis of empirical data (interviews, observations). The work draws on Everett Hughes’ classification of “dirty work” and modern studies on labor invisibility.Results and discussion. Patterns of stigmatization linked to the denial of corporeality, vulnerability, and mortality were identified. Professions associated with physical, social, and moral “dirt” become targets for collective fears. The invisibility phenomenon (ignoring, boundary violations) confirms structural inequality and dehumanization.Conclusion. The study highlights that labor stigmatization stems from the rejection of the collective “Shadow”, leading to social disintegration. Recognizing the value of “dirty work” and integrating repressed aspects are crucial for achieving social integrity and justice.