AXIOSPHERE OF THE MODERN UNIVERSITY: TRANSLATION OF VALUES AND THEIR REFLECTION IN THE LANGUAGE CONSCIOUSNESS OF STUDENTS AND PROFESSORS; [АКСИОСФЕРА СОВРЕМЕННОГО УНИВЕРСИТЕТА: ТРАНСЛЯЦИЯ ЦЕННОСТЕЙ И ИХ ОТРАЖЕНИЕ В ЯЗЫКОВОМ СОЗНАНИИ СТУДЕНТОВ И ПРЕПОДАВАТЕЛЕЙ]

The article explores the concept of axiosphere within the international context of the Peoples' Friendship University of Russia named after Patrice Lumumba (RUDN). Axiosphere refers to the system of values expressed in various forms of public communication. The research aims to identify and analyze the specific axiological content in visual signs within RUDN's public communication space, examining how these values are reflected in the language consciousness of professors and students. The study employs a comprehensive analytical approach, including contextual, quantitative, semantic, semiotic, and linguocognitive analyses. An associative experiment was also conducted to understand how axiological dominants are reflected in the language consciousness of university affiliates. The main values transmitted by the University include “RUDN - World, ” “RUDN - Multinationality/Multiculturalism, ” “RUDN - Unity, ” “RUDN - Knowledge, ” “RUDN - Creation, Active position, ” “RUDN - Value of personality, ” and “RUDN - Success.” The associative experiment data confirmed the continuity of these values in the language consciousness of both students and professors. © 2024 Tambov State University. All rights reserved.