Contemporary discourse modeling is the complex research methodology having many scientific algorithms. Every step of this discourse modeling methodology has the specific scientific purpose. The unity of these scientific purposes is the base to identify discourse modeling evolution steps. Modeling of political discourse and TV-discourse as the most manipulative discursive types realizes so important scientific problems to create socio-cultural model of society. The discourse model of society discovers reasons and results of transformation in discourse formations. Our discourse modeling methodology is discovering the specific feature of transformation in political discourse and TV-discourse's formations. The majority of discursive modeling strategies are based on the socio-cultural factors, and it should be noted that both the political and movie discourses are interrelated with them, and most frequently represented as cultural realities in discursive modeling. Formulation of discourse modeling strategies is one of the ways to identify the specific features of evolution's steps onto discourse socio-cultural model`s development.

The paper deals with the phenomenon of ancient Germanic runic inscriptions and the runic signs. The symbolic meanings here are of a high cognitive value as they contain a lot of information concerning Germanic key concepts as well as main global features for any key concept characterization. The authors apply the cognitive approach to the symbolic meanings of runes. The paper seeks to use the runic script system and the symbolic meaning of runes within this system as a material for the study of the key concepts represented in the linguistic worldview of ancient Germans. Some runic signs of the runic inscription are analyzed. Runic signs are observed from their conceptual symbolic meaning, and in this case, the symbolic meaning of runes is the priority. The authors analysed some aspects of symbolic meanings of runes according the Icelandic Rune-Poem. This time the authors emphasized the Icelandic variants of the conceptual meaning and their interactions within the modern Icelandic language. The conceptual meaning of the key archetype "God" (as pre-Christian deity) and its opposition, realized in some negative meanings of runes Kaun (ulcer, disease); Hagall (hunger, hail); and Nauðr (need), are observed, as the opposite meaning that is represented by the post Christian key archetype "Devil" was absent in the linguistic worldview of ancient Germans.

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The creative personality potential is a person's personal characteristic, and not a plurality of her personal rice, human individuality is unique and unique, and its implementation involves the creation of a new, nonexistent previously. The characteristic of creative potential is to identify its own individuality, which is expressed in emotions, feelings. The creativity is always involved in the original and non-standard tools, they are combined with already existing, create new options, which are then used in practice. The realization of the creative potential of the individual is associated with the mechanisms of its intellectual, cognitive activity. Personality, which, in our opinion, is able to realize more own resources in their lives, which sets themselves aimed by far goals, produces a vital strategy, increases its creative potential. One of the factors of the development of the creative potential of the individual is a developed imagination. Forming an imaginary image, a person applies an existing preliminary experience, analyzes the situation, develops a direction of action, creates a new image, sometimes by accident. The components of the creative potential of the individual include her spirituality. In creative activity, a person realizes his ability, reveals the enormous possibilities of spiritual potential, which is especially important in our time, when a person is offered numerous vital self-determination and here it is important to carry out the correct choice, especially if applicable to value orientations.