MODELS FOR INTELLIGENT ANALYSIS OF SEMIOTIC CONTEXTS OF SOCIAL CULTURAL DATA

Abstract. The article considers the problem of data analysis in the socio-cultural sphere using social mythology as an example. A theoretical analysis of studies in the fi eld of the infl uence of myths and narratives on the choice of a behavior model is carried out, approaches within the framework of institutional economics and socio-cultural analysis to understanding the role of the mythological picture of the world and the perception of reality on the implementation of behavioral patterns in individual and collective action are refl ected. The need to search for hidden patterns of sociological information due to the diversity of data and their contexts is identifi ed and substantiated. As part of the goal of developing an evidence-based approach to analyzing an individual's choice of a behavior model in a specifi c situation, it is necessary to search for the most adequate approach and develop a methodology for analyzing the decision-making process of an individual in reality based on the mythological picture of the world, taking into account the features of the area under study. This article is devoted to the study of the semiotic features of socio-mythological discourse using data mining. The work analyzes text data of mythological texts using machine learning methods and graph models. The results of various types of analysis are interpreted from the point of view of the semiotics of social mythology. The article presents artifacts in the form of graphical representations of the results of innovation analysis with a meaningful interpretation for the socio-cultural sphere.