STRUCTURE OF THE ASSOCIATIVE FIELD OF THE CONCEPTS “HUMILIATION” AND “INSULT” IN CHINESE AND RUSSIAN LINGUOCULTURES

Abstract

The article analyzes the concepts of “humiliation” and “insult,” which are important for native Russian and Chinese speakers, focusing on their structure and associative fields. Using various research methods, the author demonstrates the results of an associative experiment conducted with Russian and Chinese speakers. The article explains the methodology of the associative experiment, including the selection of participants, the design of the experiment, and the techniques used to analyze the data, and its specifics in the study of the conceptual worldview of different nations. The core, basic, and peripheral layers of the analyzed concepts are examined in detail, and the reactions obtained during the associative experiments in the Chinese and Russian audiences are compared. The author concludes that the semantics of the concepts “humiliation” and “insult’ in Russian and Chinese linguocultures are similar and possess strong negative connotations, which is characteristic of concepts with negative semantics in different languages. The article concludes by identifying future research prospects and summarizing the findings.