Hashtags affect the conceptual sphere of Internet users and may promote certain ideologies because they are a synthetic tool of virtual communication. The research objective was to classify hashtags in virtual communication using the methods of conversational, contextual, discursive, content, and intent analyses. The study covered the online representations of the Kemerovo State University and its hashtags (2020–2023), namely, those of its official accounts, institutes, departments, trade unions, and student communities. The author revealed the following functions. The predictive function guided the first impression and was followed by compression, structuring, differentiating, and navigation functions, which systematized the content. The stereotyping function manifested itself in the image formation, while the axiological function asserted a set of ideologies behind it. The actualizing function was responsible for correlating the content with the media agenda. The manipulative and attractive functions demonstrated the suggestive aspect of the communicative potential of hashtags that represented the basic concepts of the university's conceptual sphere: kinship and family, community, a sense of belonging, stability, etc. In general, they developed an ideological model that formed a positive image of the university for the target audience.

Рассматривается значение рецептивного поля позднего мировоззрения Л. Толстого в аспекте формирования целостного представления о творчестве писателя. В качестве фактических источников в настоящей работе привлекаются экспедиционные материалы, дневники, письма, статьи, сочинения коммунаров, проживавших на территории Кемеровской области. Рассмотрение этих материалов в русле рецептивной эстетики и дискурсивного подхода позволяет прийти к заключению, что литературное наследие сибирских коммунаров представляет собой особый дискурс, в котором концептуально осмыслены идеи толстовства.

This research featured the semiotics of student corporate culture at the Kemerovo State University (Kemerovo, Russia) and the concept of corporate campus culture in scientific literature. Corporate culture unites the semiotics of behavioral patterns, university events, student communities, university media, etc. New subjects of the academic process get integrated into the established corporate culture according to the basic laws of the semiosphere, i.e. rituals and initiations. The initiation character of university culture can be explained by the fact that students find themselves in threshold situations much more often than members of other social groups. Academics (mentors) pass the code of university ethics to students (neophytes). Not only do academic activities develop knowledge and skills, but they also integrate students into the new sociocultural environment, promote their development, and encourage self-realization, thus emphasizing their belonging to the university community. In the modern digital environment, university media are especially important for corporate culture. At the Kemerovo State University, students publish newspapers and make TV programs. University media consolidate the corporate members, i.e. students, academic staff, and employees, as well as attract the external audience, i.e. applicants, partner organizations, etc. Traditional forms with updated content proved to be the most effective ways of including first-year students in corporate culture.

M. Karamzin’s Poor Lisa is a precedent in Russian literature: it both celebrated and brought down the principles of Sentimentalism. However, many aspects of this canonical text still remain understudied. The present research featured the moral and religious issues in N. M. Karamzin’s Poor Lisa. It also involved some fragments from N. M. Karamzin’s The History of the Russian State; Natalya, the Boyar’s Daughter, and Filalet to Melodor. The methods included the historical and literary approach, as well as comparative and typological analyses. As for N. M. Karamzin’s religious views, the authors agree with those literary critics and historians who relied on N. M. Karamzin’s biography and statements and declared him an orthodox Christian. The research concentrated on various moral and religious components of the story. Lisa’s worldview was shaped by that of her parents, who built their family relations based on the Old Russian Household Book. Lisa’s traditional Orthodox background explains many of her decisions, which critics tend to interpret through the prism of Sentimentalism. Spatial images of the novel seem to correlate with ceremonial tradition: they show how Lisa’s Christian worldview was gradually overtaken by the pagan belief system. The central motif of Lisa’s purity and innocence correlates with those of oblivion, delusion, the death of soul, punishment, built, sin, etc. As a result, the novel can be treated as a dialogue of two world outlook systems: Sentimental ethics vs. religious and moral ideas. The reader sees Lisa from the point of view of a compassionate narrator with a Sentimental worldview. However, a more complex problem of religious ethics appears as a moral background.