Concept modern woman as cognitive and semantic universal In related languages

One of the trends of studying the processes of conceptualization of human experience by language means in the mid-twentieth century was frame semantics (Ch. Fillmore, M. Minsky, et al.). Although frame semantics was the first to be used for grammatical description of the language, it later began to function as a means of characterizing the principles of constructing new words and sentences. In general, frame concepts allow to model consciousness and get information about the world.

The introduction of the term “frame” to the general conceptual apparatus in the early 70 of XX c. belongs to Minsky. The researcher defines “frame” as formed in a certain way information data that reflect the acquired experience of knowledge about a certain stereotypical situation, which is perceived quite generally, because it can mean action, image, narration etc. Graphically, the frame scientist proposes to present as a multi-level network consisting of junctions and links between them. The upper, superordinate junctions of the network are clearly defined, because they are formed by the concepts the meaning of which always corresponds to the situation that this frame represents. Below these junctions, onto the subordination levels, there are terminal junctions, these are obligatory components whose verbalization depends onto the speech situation (Minsky, 1979).

Psychologists consider the frame as a fixed system of parameters describing a particular object or event (Selivanova, 1999: 645). Sociologists use this term referring to the concept of Hoffman (associated with the theory of Bateson), according to which “frame” is an analytical basis, support, with which a person is aware of his experience (Hoffman, 2004: 186). Among the pioneering linguists who used the term was Fillmore (1988: 55), who interpreted the conception by Minsky in the framework of generative grammar and grammar case in order to determine the semantic roles of the components of the situation, which are modelled in the mind of the speaker. The concept “frame” is equal in the content to the concept of “case frame” in this aspect, that is, the system of choice of language means associated with the prototype of the scene (or a typical situation). The linguist defines the frame as “special unified constructions or schematizations of the experience” in his further researches (Fillmore, 1988: 53). The evolution of Ch. Fillmore's ideas about the identification of the frame with cognitive structures, the knowledge of which is associated with concepts represented by the words (Fillmore, Baker, 2010: 314). The frame also appears as a model of the prototype meaning of the lexical unit, due to which information about the world is identified in the semantics of the sign (Ibid.).

An attempt to generalize the whole variety of interpretations of the term frame in linguistics allowed us to present the following definitions: 1) frame as a system of choice of its language means - grammatical rules, lexical units, language categories which are related to the prototype of the scene (Ch. Fillmore); 2) frame is a set of standardized real and potential knowledge of phenomena that have a complex multi-component structure, an entire view of a multi-level concept (Z. Popova, I. Sternin, A. Babushkin); 3) frame is a cognitive model representing knowledge and assessments which are related to concreate, often repeated situations (F. Ungerer, H. Schmidt); 4) frame as a unit of knowledge is organized around the concept, containing data onto the essential, typical and possible for this concept within a certain culture (T. van Dijk, R. Bogrand, V. Dresler).

However, despite the numerous definitions of the frame, its characteristic features are distinguished depending onto the purpose and objectives of the study, and the main feature is organizational as it was already noted, which allows you to simulate thought processes and identify cognitive structures.

The most productive for our research is the consideration of the frame as a cognitive structure was provided by Bystrov (2016), it a structured information in a certain way, that is stored in memory and provides inanimate visual perception and a certain representation of the stereotype situation.

Having analysed the works of scientists in cognitive linguistics devoted to the study of the nature of the frame as an independent cognitive structure, Kolyadenko (2013) notes its following specific features:

1. Frame is a structure of representation of a person's knowledge experience, which connects the mental sphere with the linguistic one. Unlike other types of cognitive units (for example, image), the frame is the semantic framework of the future statement (Ch. Fillmore, G. Andor, et al.). By means of the frame there is a transition of extensional mental unit in a linear verbal structure. The reverse process is observed in the course of information decoding, when the language structure passes through the frame formed by the recipient, unfolds and causes the corresponding images and concepts in his consciousness.

2. Frame is the structure of knowledge representation in the form of a referential scheme of the situation, which is a set of features due to it. It is a set of specific features that is responsible for the identification of each specific situation or denotate in the human consciousness, strengthens the experience of reflecting the segment of reality through its correlation with the unit of the language thesaurus.

3. Frame is a representation of knowledge about a typical situation that can be formally represented through a fixed set of semantic components (junctions or slots) caused by it and the relations between them, the upper levels of the frame always correspond to the situation fixed in the consciousness, and the lower ones containing terminals that can be filled through deepening information about the situation, image-bearing about it. One and the same junction can be a component of different frames, which having combined form a branched network between the frames (Kolyadenko, 2013: 140-141).

The typology of frames in cognitive linguistics is also marked by its diversity. Scientists in cognitive linguistics distinguish the following types of frames:

1) by origin: a) primary, corresponding to the primary schemes of perception and interpretation of events; they allow to localise, perceive, determine an unlimited number of events and give them names; b) secondary, those that transform activities which are conscious in terms of the primary frame system (Hoffman, 2004);

2) in accordance with the concept filling of the frame: a) a static frame is a structure containing knowledge about a certain state of things; b) dynamic (script / script) frame is a structure, which presents procedural knowledge about the course of events (Zhabotinska, 2004);

3) onto the principle of representation of knowledge: a) a static frame is a “packet”, “link” schematized human experience; b) dynamic categorical frame reflects the human experience in the process of speech activity as the semantic frame of its discursive activities (Zhabotinska, 2004: 22);

4) onto the type of information which the frame represents: cognitive and semantic, reflecting the specific structure of thinking; cultural, used to provide information about the special elements of culture (Fillmore);

5) onto hierarchical organization: a) simple / basic frames that demonstrate the most general principles of categorisation of verbalized information (Zhabotinska, 2004: 83), in particular the subject (and the very essence that contains a description of its quantitative, existential, locational and temporal parameters); actional (the focus of this type of frame is the interaction of one object with others that are vested in accordance with the nature of the interaction between semantic roles: agent, instrument, patient, the addressee, purpose, cause, effect, result, benefit etc.); possessive (this type of frames demonstrates interdimensional communication; taxonomic (it is the relationship of categorization, within which are genericspecific and role relations are united); comparative (it combines essences based on their identities or similarities) (Zhabotinska, 2004, p. 83-84); b) complex frames / comprehensive frames / macroframes which are cognitive structures formed as a result of the integration of several basic frames.

Minsky (1979), the founder of the frame organisation of knowledge, distinguishes the following types of cognitive frames:

- superficial syntactic frames, which are represented by verbal and nominal structures;

- superficial semantic frames that organize the meaning of words, define the participants of the situation, as well as instruments, goals, strategies, results and side effects of their actions;

- thematic frames or scenarios, that are related to specific topics, activities, descriptions of individuals and environments, as well as global issues and strategies that are related to the theme;

- narrative frames (the framework of the typical stories, explanations which are connected with the focus on the narration, characters, plot forms, development, etc. and it is designed to assist the listener in the construction of specific thematic frame).

In our research, we decided to try to build a concept frame “modern woman” on the basis of thematic frameworks that are presented in such world-famous women's glossy magazines as “Cosmopolitan”, “Elle”, “Vogue” of 2017-2018., which are issued by the various languages (including those that we study: English, Russian, Ukrainian) and contain general thematic materials. In our opinion, this is due to the globalization processes in the world, which unite women from different countries under the auspices of existing trends, sensations or social discourses, as well as the commonality of women's interests, remain more or less stable throughout the existence and development of the women's press.

According to the scholars the main subjects of the women's magazine relate to selfcare, homecare, family life, travelling, career and the formation of a certain lifestyle, characterized by subordination to time cycles (week is divided into weekdays and weekends, in the year there are still holidays and vacation time etc.). These cycles determine the occupation and lifestyle of a modern woman. Three words “career”, “beauty” and “boyfriends” defined the concept in the advertisement of all glossy magazines “Cosmopolitan” (Sleptsova, Romah, 2009).

Quite traditional topics of all glossy magazines are fashion, beauty, care about appearance, psychology and problems of relationships, work and life. Such rubrics we met in the above-mentioned glossies as “Cosmopolitan”, “Elle”, “Vogue”. The following headlines are remarkable for such rubrics, which immediately catches the eye and refers the reader to a particular topic. For example, headlines to the topic “Beauty”, which is present in the model magazine: “This Is What Lipstick Inspired by Your Zodiac Sign Looks Like”, “Level Up: 10 Tempting Drugstore Beauty Items That Only Look Expensive” [Cosmopolitan], “11 Beauty Looks We Loved At The SAG Awards 2018”, “Read My Lips: Creating The Perfect Red Lip With Violette” [Vogue]; “20 Glitter Nail Designsfor a Sparkly, Shiny, Shimmery Manicure”, “13 Romantic Hairstyles to Wear on Valentine's Day” [Elle]; “Густые и блестящие: в чем польза кератина для волос”; “Умереть от красоты: 6 жутких косметических средств, котрыми пользовались раньше ”; “6 вредных привычек для кожи, которые нужно бросить к 30 годам” [Cosmopolitan]; “5 продуктов, которые не стоит есть натощак”; “Как заботиться о коже губ летом?”, “Топ-5 продуктов, которые нельзя есть после тренировки” [Elle].

The topic of “Fashion” is also characterized by the vocabulary characteristic of the fashion industry: “10 Pairs of White Sneakers That Go With Everything”, “10 Camel Coats That Will Never Go Out of Style”, “The Shoes You Won't Regret Investing In”, “30 Party Shoes That Are as Comfortable as Heels Can Get” [Elle]; “Стали известны победители конкурса дизайнеров одежды “Погляд у майбутнє””; “Відкриття H&M у Києві: деталі очікуваної події”, “30 вещей, которые должны бать в гардеробе к 30 годам” [Cosmopolitan]; “Названі переможці Всеукраїнського конкурсу молодих дизайнерів “Погляд у майбутнє””; “15 модных советов от Джорджио Армани”, “Пляжный сезон: какие купальники выбирают для отпуска модели?” [Elle].

However, the XXI c. dictates its social role and today we have the opportunity to observe the woman not only in her traditional dimension of family and household duties, but also as an active player in building their careers; a person who deals with political and social issues and scandals. Today, the essence of the women's issue in the West countries and the United States can be described as the implementation of the workplace, active social position etc. Among the three magazines selected for the study headings on motherhood and family, we met only in “Cosmopolitan” magazine: “10 Things New Moms Want You to Know”, “An Open Letter to My Wife After the Birth of Our Son”, “10 Things Returning to Work Want You to Know”. Instead “Elle” and “Cosmopolitan” widely enlightens the topics of “Love, Sex and Boyfriend”: “Ask E. Jean: How to Do I End My Obsession With My Ex?” [Elle], but “Vogue” avoids such headings, specialising in fashion, beauty and self-care.

Active positions among the variety of materials are those devoted to politics. It should be noted that the women's magazine covers only those political aspects and news related to the place of women in society, social activity on this issue, a variety of protests etc.

The online version of “Elle” magazine provides 2,213 links to the articles under the key phrase “Women in politics” [Elle] and 2,253 under the phrase “Women in business” [Elle]. “Vogue” and “Cosmopolitain” also actively support community initiatives to protect women in society and fight for their rights: “All the best celebrity Instagrams from the 2018 Women's March ” [Cosmopolitan], “The Role of Protest In 2018: Six Women Weigh In” [Vogue].

Based on the thematic contents of the women's glossy magazines, we consider that 8 certain basic blocks are the main slots that make up the conceptual structure of the concept frame “modern woman” in the most important languages. Schematically, they can be represented as follows:

Scheme 1. “AModern Woman” Frame Components

In order to characterise structures of knowledge representing the sequence of events associated with causal connections, the term script or scenario was introduced and further developed by Schenk and Abelson by analogy with the frame of Minsky (Minsky, 1979). A script or scenario is defined as “a set of expectations about the development of events, a type of structure of consciousness, assimilated by experience and directs human behaviour in a specific typical, predictable situation or context” (Concise Dictionary of Cognitive Terms, 1996), “an effective stereotype” of human knowledge (Schenk, Abelson, 1977), a sequence of stereotyped episodes with a sign of development (Babushkin, 1996) etc., it is tied to a specific situation and concerns all options for its development in general (Krasnih, 2002).

T. Behta shows that scenarios (scripts) are divided into three categories: situational (restaurant, bus); personal (to be obsequious, to be a spy); instrumental (light a cigarette, start the car). They may have their own links, which are different but related examples one of the general category. For example, the researcher presents that the links of the scenario (script) restaurant can be called: a fast-food restaurant, an Italian restaurant, a coffee bar. Scenario (script) the restaurant has different “meanings” depending on the point of view of its participants (visitor, waiter, owner). There are slots-episodes in the scripts: offers, roles of participants, starting conditions, results, scenes and their sequence. The scenario (the script) of the court from the point of view of a judge proposal is: wig, hammer; roles of accused, the lawyer, judges, witnesses; starting point is the purpose of the hearing; the result is punishment or acquittal of the defendant; the scenes are charges, an official statement by the lawyer, the statement of the lawyer (Behta, 2011). Considering this, we agree that the scenario (script) is rather an example of a specificity but not of a general knowledge, and even though it was connected with the general plans and purpose may occur despite them. Scenario (script) depends on personal experience and can change within one person.

Let's consider this onto the example of scenario “a visit to the parents” of the main character Lucy from the art works of contemporary British writer Cecilia Ahern “The Time of my Life” and its translations into Russian and Ukrainian languages.

Episode one: the road to the parents' house:

(eng.) “The route to me parents ' house was a tricky system of windy narrow roads in Glendalough that dipped and rose, twisted and turned around one giant mansion after another” (Ahern: 20).

(rus.) “Путь к дому родителей крут и извилист. Узкие продуваемые ветром дороги Глендалоха ныряют вниз и взмывают вверх, кружат, огибая путаным лабиринтом один огромный особняк за другим ” (Ахерн: 26).

(ukr.) “Дорога до будинку моїх батьків - то плутана система покручених вузьких доріг у Ґлендалогу, що то підіймалися, то пірнали вниз, обкручувалися й оберталися після одного велетенського особняка, потім після іншого” (Аґерн: 27).

Metaphorisation in this case is marked by figurative meanings of the verbs (англ.) to dip - to put something into liquid for a short time - to go down to a lower level [CALD]; (рос.) нырять - резким движением погружаться в воду с головой - плывя (или летя, двигаясь), покачиваться взад и вперед [ТСРЯ]; (укр.) пірнати - занурюватися у воду з головою - пересуваючись по землі, швидко спускатись (у сніг, вибоїну тощо) [АТСУМ], which is characterized by the replacement of archeseme “to put into”, «погружать», “занурюватися” onto “to go down”, “двигаться”, “пересуватися” and addition of new differential semes “lower level”, “взад / впред”, “спускатись”. The logical- semantic implementation of this example is as follows: humain ^ inanimate notion (action) + logical multiplication (conjunction: crb).