FUNCTIONAL AND SEMANTIC POSSIBILITIES OF RUSSIAN ANTI-PROVERBS: COGNITIVE AND DISCURSIVE ASPECT

This paper presents a description of the structural, semantic and stylistic features of transformed paro-emias. As an object of research, the anti-proverbs of the thematic field “human economic activity” were selected, extracted by a continuous sampling method from the materials of humorous sites, children’s portals, and educational sites. In interpreting the material, along with the descriptive method, the method of structural and semantic modeling (reconstruction of the basic composition of the paroemia), elements of the contextual analysis method are used. In the course of the research, the main types of transformation of traditional proverbs and sayings are revealed: replacement of one structural component; replacement of two structural components; replacement of thematically paired structural components; addition of a structural component. Structural formulas that are actively functioning in the formation of new paroemias are considered: As [....], so is [...]; Small [....], but [...]; There is no more [....] than [...]; No [....] - consider [...]; Without [something] [something], don’t start; If you love [...], love [...]; Not the [....] who [...], but the one who [...]. The presence of semantic modifications that change the semantic content of anti-prophets by using such key lexemes as «rubles», «dollars», «thousands», «money», «business», «customer», «advertising» has been established. The features of the mechanism of reflecting the worldview of a modern native speaker in anti-proverbs are described. The most significant spheres of economic life of modern society, among which business, marketing and management occupy a special place, are highlighted. The relevance of the undertaken research is due to the need to study paroemic transformations as markers of the national cultural code of the Russian ethnos. The specifics of use, the roles and functions of these units allow us to talk about the continuation of the traditions of folk art in the context of the modern information environment. In this aspect, media discourse serves as the main translator of new paroemic expressions.