Linguistic palette of Ukrainian scientific image forming potential in world media

One of the most topical issues of modem linguistic imageology is the problem of constructing effective state image strategies, which we define as a set of verbalised image actions aimed at creating a positive national and international state's image.Therefore, medialinguistic aspect of the investigated question is related to the creation of a favorable country's image in media that represent main socio-cultural tendencies as well as possess a powerful arsenal of various verbalized methods of influencing mass audience.

The prospects of media direction of image studies are evidenced by numerous investigations conducted in 2010-2019 at leading universities of Ireland [2], Spain [3], Lithuania [5], Indonesia [6], Taiwan [4] etc. Thus, the research attention of Taiwanese scholars Hsiang-Ming Lee, Ching-Chi Lee and Cou-Chen Wu is focused on linguistic analysis of formation of a country's brand image strategy and study of linguistic potential of recreational state image strategies [4]. In turn, scientific research of Spanish linguists P. Rodriguez, A. Santana Talavera and A. Rodriguez Darias [3] is focused on the problems of developing the so-called "strategic codes" of successful state image. In media space, in our view, the most effective is the appeal to:

* unconscious code aimed at creating special subliminal messages that affect the subconscious level. We note that the important role of the subconscious level is also emphasized in G. Pocheptsov's scientific observations [8], where the scholar argues that the appeal to non-rational forms of cognition helps to bypass the filter of the audience and thus makes it possible to use suggestive technologies in the image text;

* emotive code, which regulates the recipient's feelings and emotions and in such a way determines his/her emotional response to the message;

* mythical code, capable of modeling the idea of the country's past and future. In this context, it should be emphasized that the creation and perpetuation of state myths is an extremely effective image technology and an important part of the image mythologization strategy;

* cultural code that focuses the recipient's attention on the uniqueness of the state's historical and cultural heritage;

* symbolic association code (author's definition) that is able to relate in the recipient's consciousness a particular symbolic object/precedent phenomenon to the country to which it belongs, in our case, Ukraine.

We emphasize that this code is successfully used in territorial image making. For instance, the Eiffel Tower, the Louvre, Notre- Dame de Paris are connected in our consciousness with Paris, the Pantheon, the Colosseum, the Trevi Fountain - with Rome, Saint Sophia Cathedral, St. Andrew's Church, Kyiv Pechersk Lavra - with Kyiv etc. Similarly, symbolic associations are formed with precedent figures, which is important for constructing a positive state image. In this context, it is necessary to mention innovative scientific discoveries of P. Kapitsa (the Nobel Prize winner, one of the founders of low temperature physics and physics of strong magnetic fields), an aircraft designer I. Sikorsky (the creator of first successful mass-produced helicopter, the Sikorsky R-4), a bacteriologist V. Khavkin, who invented vaccines against cholera and bubonic plague, a programmer S. Wozniak, a co-founder of Apple Inc., the world-renowned economist B. Havrylyshyn, thanks to whom the World Economic Forum appeared, a programmer M. Levchin, former vice president of Google LLC in the field of engineering, developer of PayPal payment system and many other scientists, writers, musicians, directors, dancers, athletes who are Ukrainians by origin. Recently a polish writer of Ukrainian descent O. Tokarchuk has won the Nobel Prize in literature (2018). Obviously, such events have a positive influence on the formation of Ukraine's image in world media. Undoubtedly, such significant achievements of Ukrainians have an image character and, thus, can be successfully used in Ukrainian state image strategies.

In the process of linguistic modeling of Ukraine's image it is important to take into account the experience of successfully implemented image strategies of other countries. In particular, a comparative analysis of effective image strategies of Lithuania, Estonia and Finland conducted by Lithuanian scientists A. Junevicius and P. Mindaugas [5] proves that the process of state image improving requires the use of a clearly planned strategic approach, in the framework of which it is necessary to appeal to the so-called image-forming elements - symbolic events, which are positively evaluated in world information space. To such events Lithuanian linguists logically enlist help of neighboring countries, participation in the fight for human rights, solving environmental problems, climate change problems, etc. It is clear that the linguistic component of constructing effective image strategies involves the creation of special image texts that implement the studied meanings.

The Slavic vector of verbalized image strategies research (I. Vasylenko [9; 10], E. Alekseeva [1], G. Pocheptsov [8] etc.) is aimed at developing the basic mechanisms for constructing state image and highlighting the main directions of state image strategy.

In this aspect, scientists analyze the concept of soft power that was proposed in 1990 by an American political scientist, professor at the John F. Kennedy Harvard Institute of Public Administration J. Nye [7] to indicate such a line of behavior which is based on indirect ways of getting the desired results, the so-called "laws of attraction". In linguistic imageology, "soft power" is interpreted by Slavic linguists in axiological discourse - as the power of cultural symbols, achievements, ideals of a country which are verbalized in media and thus make the whole world speak of it positively. It is only logical that if a country promotes human values, values of culture, science, art, etc., it causes attraction, which, in turn, positively affects its external and internal image.

To understand the linguistic mechanisms of constructing state image, it is essential to study the concept of symbolic capital of culture, proposed in the 1990s by a French philosopher and sociologist P. Bourdieu [2]. According to P. Bourdieu, the symbolic capital of culture is a kind of "trustworthy value" that depends on public perceptions, thoughts and beliefs. Given its axiological function, society gives culture the so-called "credit of trust", resulting in its gaining symbolic power over society. Thus, an integral part of the symbolic capital of culture is state image, which is based on the faith of people who consider this capital valuable for themselves [10, p. 28].

Considering that state image combines various forms of symbolic capital, this view of the problem under study is, in our opinion, quite understandable. Precedent figures, cultural objects, spiritual heritage present the country at both internal (national) and external (international) levels, thus forming its state image. A linguist in this context needs to pay attention to a special role of precedent figures important for a country's culture and history as well as analyze linguistic specificity of their representation in state image strategies. Undoubtedly, precedent names are well presented in modern media which have manipulative ability and suggestive potential of promoting certain meanings in mass consciousness.

In our opinion, high image potential of mathematical (M. Ostrogradsky, G. Voroniy, M. Viazovska) medical, biological (I. Mechnikov, D. Zabolotny, O. Bogomolets, V. Vernadsky, O. Brovarets, M. Rodnina) and other Ukrainian scientific schools can be used within the framework of the image strategy of appealing to values which is based on axiological principles that are important not only for image makers but also for media linguists working with texts. In this context media publications dedicated to world achievements of Ukrainian researchers clearly demonstrate powerful image forming potential of Ukrainian science.

Particularly, a significant figure in the mathematical field was a Ukrainian world-class scientist M. Ostrogradsky (1801-1861) - one of the founders of the St. Petersburg mathematical school, author of about 100 scientific works, known for his studies in number theory, probability theory and variational calculus. The Ostrogradsky method, Gauss-Ostrogradsky theorem is used by leading foreign researchers. In 2001, the scientist was included in the UNESCO list of world outstanding mathematicians. The importance of M. Ostrogradsky's scientific achievements is also emphasized by contemporary national and world media. Positive evaluation of the researcher's scientific results in mass media is expressed not only by extralinguistic, but also by linguistic means: emotional-evaluative epithets, metaphorical constructs, etc., which, therefore, testify to the possibility of using the analyzed precedent figure in state image strategy of appealing to values: ”On September 24, 1801, Mykhailo Ostrogradsky, a prominent Ukrainian mathematician, was born. Recognized by the entire scientific world, he is a member of Russian, Roman, Turin and American academies and one of the first among the Slavs to become a member of French Academy of Sciences” [12], "Ostrogradsky's educational views were ahead of their time in many respects, particularly his program for the education of children between the ages of seven and twelve, which is expounded in Considйrations sur l'enseignement”, "Ostrogradsky contributed significantly to the development of the method of separating variables that was so successfully applied by Fourier in his work on the conduction of heat (1822)” [13] etc.

The name of a Ukrainian mathematician G. Voroniy (1868-1908) is also precedent for Ukrainian science. Mathematical objects designed by the scholar (Voroniy diagrams) are used for creation of artificial intelligence, robots construction, radiation physics, astrophysics, crystallography etc. In linguistic imageology, a wide arsenal of linguistic tools used by media to create effective image texts attracts the research attention, among which the most frequent are evaluative epithets: "April 28 marks the 150th anniversary of the birth of Georgiy Voroniy (1868-1908), a world-renowned mathematician and Ukrainian by birth. By the decision of the Verkhovna Rada of Ukraine of February 8, 2018 (draft № 7274), the name of Georgiy Voroniy is included in the list of prominent persons whose anniversaries are celebrated at the state level” [14], metaphorical constructions: "Scientists of such a scale as Georgy Voroniy raise the rating of the nation as a whole” [14] etc.

Recent discovery of a Ukrainian mathematician M. Viazovska (born 1984) is also significant for linguistic modeling of a positive Ukraine's image. The scientist managed to "solve the mathematical problem of centuries", i.e. the problem of finding the densest packing of spheres. In 2016, she received the prestigious Salem Prize. It is only logical that the researcher's name immediately appeared in Ukrainian and foreign media with positive evaluations of her scientific achievements. We emphasize that image publications dedicated to the discovery of M. Viazovska are characterized by high metaphoricity which enhances suggestive influence on mass recipient: ”A Ukrainian Maryna Viazovska made a breakthrough in mathematics” [15], ”How Maryna Viazovska cracked the sphere packing code” [16], ''Three years ago, Maryna Viazovska, of the

Swiss Federal Institute of Technology in Lausanne, dazzled mathematicians by identifying the densest way to pack equal-sized spheres in eight- and 24-dimensional space... Now, she and her coauthors have proved something even more remarkable” [17] etc.