درخت حوزه‌های تخصصی

В статье представлены результаты исследования русского концепта друг – одного из наиболее ярких культурспецифичных (в терминах А. Вежбицкой) русских концептов, привлекавших и по-прежнему привлекающих внимание многих лингвистов. Опыт наших предшественников показал, что русский концепт друг в результате различных социальных, исторических процессов претерпевает определенные изменения в структуре и содержательном наполнении. Целью нашего исследования было установить, каково содержательное наполнение и структура русского концепта друг в современном русском медиадискурсе. В качестве источника материалов для исследования использовались данные Национального корпуса русского языка: поиск осуществлялся по газетному подкорпусу, заданными критериями поиска служили параметры «прилагательное + существительное друг» на расстоянии 1 слова друг от друга. После исключения нерелевантных примеров (например, в случае омонимии наречия и краткого прилагательного) для анализа была получена выборка из 150 примеров (например, немецкому другу, хорошего друга, к новым друзьям, лучшим другом).

The scopes of this research were to analyze the semiotic and cultural aspects of 30 English and Persian advertising slogans of various brands and also to reveal the functions of advertising elements used in the advertising teasers. The slogans were sampled for the analysis on the random basis from the internet sources. The writer used descriptive qualitative method to describe and analyze the semiotic elements; objects; verbal and nonverbal dimensions of advertisements. The semiotic model used in this analysis was Charles Sanders Peirce’s semiotic framework. The researcher identified the frequency of cultural and advertising elements used in the advertising slogans in order to illustrate the techniques used by the companies. The findings of the present research indicated that among the advertising elements, shots, color, and music were used more in the 15 English advertising teasers, but in 15 Persian advertising teasers, shots and color were used more than the other advertising elements. In addition, the functions of semiotic and cultural elements in advertising are as follows: they convey the messages more vividly and comprehensively, facilitate the communication between the advertisers and audiences, indicate the truths and facts in a different way, evoke the awareness and conscience of people in order to help others, convey a piece of information about the advertisement, make reference to a concrete or imaginary reality associated with the values of the advertised product or service, and build a bridge for social groups and various communities.

In contemporary multicultural Britain, the concept of social cohesion has been a pressing priority for not only politicians and sociologists but also for the various British ethnic minorities. Race riots like those of 2001 in Northern Britain and the events of 7/7 in London (2005) put into question the allegiances of different British ethnic populations. They equally shed light on the real or perceived lack of social and cultural communication between the established British host population and the British ethnic and immigrant communities. Hence, social cohesion came to the fore as the new jargon of governance in contemporary Britain. This article analyzes on the concept of social cohesion and its applicability within an officially declared multicultural community like that of Great Britain. The concept will be reviewed, defined and approached from different liberal political perspectives while paying special attention to the British context. Bhikhu Parekh’s conception of the different theoretical approaches to the issue of social cohesion that are pertinent to liberal capitalist societies in general and the British context, in particular, is investigated. The aim of this study is to highlight the complexity of the normative accounts of the political scientists regarding the challenges that face multicultural Britain in coming to terms with its endeavor of creating “unity within diversity”. The 2002 White Paper and security speech of David Cameron (2011) political discourses are analyzed and evaluated to decipher how they understood national identity in relation to cultural diversity and social cohesion.