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The article presents the changes taking place in journalism education in Ukraine. The article aims to establish the relevance of the content and evaluation of professional cores of journalism education by participants in the educational process, as well as to rank the students’ interest in educational topics and media areas, explore students’ understanding of the profession of journalism, and necessary changes dictated by time and world order. The method of a pedagogical experiment was used to diagnose the priorities of journalism education in the conditions of intensifying information wars in the media direction, with the help of questionnaires, observations, and a descriptive method. The result of the research is the establishment of journalism education priorities, declared by future specialists in the field of media. Next is a discussion on the study the evolution of journalism education in the context of intensifying information wars and hostilities in Ukraine is in sight.

The paper focuses on the notion of legal culture in anthropocentric depiction as an informational-semiotic function. The authors present a typology of cultural-civilisational motives for breaking the law. A range of cultural-civilisational motives (naturalistic, turanic, byzantinic, theocratic, europeistic, and consumerist) expressed in the form of discursive statements was presented in detail; these motives cause breaking the law in a causal synergetic mode (ignorance of the law) and in a cybernetic mode (disregard for the law). The authors distinguish several types of verbal excuses for breaking the law widespread in Russian and Ukrainian legal culture discourse.

The article raises the problem of philosophical principles and origins of Ferdinand de Saussure’s views. The editors of “Course in General Linguistics”, C. Bally and A. Sechehaye, contributed to the emergence of stereotypes about Saussure as the founder of structuralism, who for the first time conceptually distinguished language and speech based on dichotomy, established the systemic nature of language as an abstract entity, developed a bilateral psychological theory of sign and divided linguistics into the synchronous and the diachronic. This prevented the synthesis of Saussure’s concept as a holistic and internally consistent anthropocentric system of views. The conceptual analysis of the fundamental theses of Saussure’s concept, given in Saussure’s autographed materials, which appeared in 2002, showed that its most important feature is that it was an anthropocentric nomothetic proposition aimed at creating the foundations for the study of human language activity as such, language as such and speech as such. The Kantian idea of anthropocentric transcendentalism can be considered the principal philosophical source of Saussure’s nomothetic project.

Introduction. Modern economic conditions require companies to respond quickly to changes. Under quarantine restrictions, the effectiveness of brand management becomes on the agenda, and only flexible management allows the company not to suffer reputational losses associated with increased competition in the market. The purpose of the article is to determine the specifics of brand management of TM “Kulynychi” and identify effective brand strategies implemented by the company, as well as propose promising areas of brand development. Results. The latest trends in brand management research are considered. Particular attention is paid to brand-oriented management and its results. The system and principles of brand management are considered. It is noted that the lack of a sound approach to the design and creation of brand management systems in the enterprise leads to spontaneous or highly specialized decisions that have no potential for development. It is emphasized that effective management of the company should be brand-oriented, i.e. all the company's activities should be aimed at strengthening the brand reputation. Based on the example of TM “Kulynychi”, brand management is considered. The main directions of activity of this company are defined, development of a brand of the enterprise from the moment of the beginning is traced. The activities and measures aimed at building a brand and strengthening customer loyalty, which have a positive impact on the brand reputation, are characterized. Desirable vectors of development of TM “Kulynychi” as a brand taking into account modern realities and tendencies in the society are determined. Conclusions. TM “Kulynychi” brand management is consumer-oriented and efficient, despite fierce competition in the field of fast food services as well as bakery, which has been intensified with the introduction of quarantine measures caused by the coronavirus pandemic. The expansion of the company's activities for export strengthens the company's position in the market, although information on this activity is not used to promote the brand in the domestic market. Identified threats to the brand can be eliminated, which will only strengthen its reputation, but the company should take certain measures. Keywords: brand, brand management, brand-oriented management, consumer loyalty.

The article raises the problem of philosophical principles and origins of the views of F. de Saussure, namely sociological psychologism in his methodology. The F. de Saussure's autographed materials which appeared in 2002 made it possible to reassess not only the theoretical provisions of the concept of F. de Saussure, but also the problem of philosophical origins of psychological sociologism in the methodology of F. de Saussure. The myth about E. Durkheim as the F. de Saussure's inspirer is firmly rooted in linguistics. The results of the research showed an obvious similarity between the theories of F. de Saussure and G. Tarde. For G. Tarde, society is a vital function of a particular person and a derivative of the experiences of particular people, but for F. de Saussure, the object of linguistics is the socialized linguistic activity of particular people, their informational coexistence with the help of language as a means and speech as a tool, i.e., language and speech are functions of language activity and derivatives of interactions of specific people. G. Tarde was inclined to understand the evolution of sociality as an experiential and purposeful development of interpersonal relations, as a result of which individuals have social functions. F. de Saussure has such an idea hidden in the assertion that all innovations do not come from the language system itself, they are not a priori laid down there, language does not develop by itself and for itself, it is not a priori determined by objective laws of self-development, but it depends on the joint realization of language activity by people (langage), and more specifically – they appear in human speech, i.e. language interaction (discours) and acts of speech will of individuals – language acts, statements (parole). Both G. Tarde and F. de Saussure see the analogy between language and other social institutions, traditions and customs, in particular. At the same time, F. de Saussure warns against unambiguous identification of the nature of these "social facts", because, in contrast to the ritual by their nature religion, morality or traditions, language is a living means of semiological and mental interaction of people.

Discourse is considered not only and not so much as a separate text in pragmatic, active functioning, but with all the cognitive-psychological andlinguo-semiotic procedures of generation, signaling and perception. The purpose. The aim of the research is the formulation of the notion of media discourse from the general concept of discourse; presentation of modern understanding of the structure of the sign; highlighting of the peculiarity oflinguosemiotics of business communication; differentiation ofcommunication in professional sphere depending on the type ofeco-nomic activity. Methods of research. The specifics of the object and the set tasks led to the use of general scientific methods of scientific research, namely: observation, comparison, generalization, deduction, analysis, synthesis, conceptu-alization, substitution, as well as the use of special linguistic methods andtechniques. The conceptual-analytical method forqualification andmethodological assessment of theoretical positions was used asthebasic research method. Conclusions. The typology of discourses was presented under the condition ofunderstanding media discourse in the anthropocentric sense: real/ virtual discourses; rational / emotional; socialized / individualized. Classical, updated (according to the newly discovered autograph materials of F.deSaussure) understanding of the sign as a two-sided mental entity is not enough today. The author is inclined to understand the sign within the semiotics of information systems, that uses the so-called functional typology in the description of signs. МЕДІАДИСКУРС ЯК СФЕРА СОЦІАЛЬНО-КОМУНІКАТИВНОЇ ЛІНГВОСЕМІОТИЧНОЇ ДІЯЛЬНОСТІ ЛЮДИНИ Дискурс розглядається не тільки і не стільки окремим текстом уфункціо-нуванні прагматичному, діяльнісному, але з усіма когнітивно-психологічними і лінгвосеміотичними процедурами породження, сигналізації і сприйняття. Мета роботи – формулювання поняття медіадискурс із загальної концепції дискурсу; презентація сучасного розуміння структури знака; виокремлення особливості лінгвосеміотики ділового спілкування; диференціювання комунікації в професійній сфері залежно від типу економічної діяльності. Методи дослідження. Специфіка об’єкта й поставлені завдання зумовили застосування загальнонаукових методів наукового дослідження, асаме: спостереження, порівняння, узагальнення, дедукція, аналіз, синтез, концептуалізація, субституція, а також спеціальних лінгвістичних методів та прийомів. Як основні методи дослідження використано концептуально-аналітичний метод для кваліфікації йметодологічної оцінки теоретичних положень. Висновки. Представлена типологія дискурсів за умови розуміння медіадискурсу в антропоцентричному розумінні: реальний/ віртуальний дискурси; раціональний / емоційний; соціалізований/ індивідуалізований. Класичного, оновленого (за новознайденими автографічними матеріалами Ф.деСоссюра) розуміння знака якдвобічної психічної сутності є сьогодні недостатньо. Авторка схиляється до розуміння знака в рамках семіотики інформаційних систем, що використовує т.зв. функційну типологію в описі знаків.

The article makes an attempt to distinguish between the concepts of scientific theory and scientific conception as functional components of scientific discourse. Both forms of scientific knowledge are interpreted as integral systems of scientific information based on logically reasoned or empirically proven data of rational nature. The fundamental difference between theory and conception is their functional and pragmatic orientation. The theory is understood as logically systematized scientific information of a substantive nature, and the conception is understood as methodologically organized scientific information of a philosophic and subjective character. The author suggests considering the conception as a hierarchically higher and more significant discursive level of organization of scientific knowledge, since the internal integrity and external compatibility of scientific theories completely depends on their discursive consistency within a single conception. The formation of the conception has expressive discursive character, since the conceptions arise in the scientific and philosophic interaction of views. In turn, the author considers the methodology and methodological bases, that make it consistent, to be the core of each scientific conception. The assessment of any linguistic theory should be based on clarifying the methodological essence of scientific conception within which this theory was created.