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The article deals with the concept of keywords from the position of an associative approach. This concept is widely used in professional scientific and educational activities. The definition of the key words of the text is a prerequisite for the preparation of a scientific work for publication, as well as one of the stages in the teaching of philological analysis of the text. In this regard, it becomes urgent to identify what is meant by the term "keywords" in the professional activities of a philologist. We belie...

The research is devoted to the analysis of mental representations of regional identity fulfilled on the material of naive geographic maps ("sketch maps"). The experiment allowed to consider regional identity in the context of national identity, including in aspect of the explicit and implicit conflict of values. Polymodality of sketch maps allowed respondents to broadcast subjective meanings using at once verbal and graphic sign systems. Analysis and interpretation of more than 400 naive maps from different Russia...