Concept of “flash mob” in the modern Russian cultural linguistics: on the formation and specificity of language implementation

The paper is devoted to the study of the linguistic-cultural concept of flash mob representing a certain fragment of the national picture of the world of modern Russian native speakers. The Russian flash mob is similar to its western variant. It is a multifunctional phenomenon, with texts reflecting the entertainment-gaming, presentation-image, communicative and other functions. The results of the empirical material analysis have demonstrated the concept of flash mob in the Russian world picture to be in the process of active formation. This concept is analyzed according to the peculiarities of its formation and linguistic forms of implementation. The study is based on the material of lexicographical sources and data of The national corpus of the Russian language and generally demonstrates the possibilities of linguistic-cognitive and linguistic-cultural analysis. The key lexeme-Anglicism nominating the concept is considered in the totality of its systemic relations with other words-representatives of the concept: genus-species ( смарт-моб , etc.), paradigmatic ( афтерпати / афтепати , перфоманс / перформанс , фаршинг , монстрация , хэппе нинг etc.), syntagmatic ( танцевальный , офисный , молодежный , странный , грандиозный , модный , огненный etc.). Lexemes that nominate flash mob are used both in direct and figurative meaning, with their semantics having both positive and negative connotations. In general, the analysis of the use of the lexeme flash mob in the Russian texts has convincingly demonstrated the confident “entry” of this borrowed lexeme into usus, especially in its media component. According to the language reactions, the attitude of the Russian speakers to flash mob actions is predominantly positive.

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