The Experimental Study of the Image of Russian Color Term Blue in the Consciousness of Russian Culture Bearers

The article is devoted to the study of the color term blue. This color occupies an important place in the color picture of the world of representatives of Russian culture, which determines the relevance of the empirical study of the image of this color term from the point of view of psycholinguistics. The theoretical basis of the study was the work of A.A. Zalevskaya, A.P. Vasilevich, E.I. Goroshko.

When organizing and conducting the research, we assumed that individual and cultural knowledge about color are united in the linguistic consciousness. So, any image in the consciousness of an individual has its cultural and personal component. The main methods used in the work are associative experiment, semantic differential, factorial and definitional analyses. We used the data from related sciences in the process of analyzing the results of the study. The study was conducted on the basis of Southwest State University among full-time and part-time students.

The work shows the structure of the associative field of the color term blue in different time periods, which al-lows us to clearly demonstrate the dynamics of changes in this field over the past thirty years.

The article also examines the gender structure of the associative field of the color term blue, highlights general gender-neutral associations, as well as associations that are typically female or typically male. In addition, a factor analysis of the results of the semantic differential is carried out from the point of view of the gender characteristics of the perception of color term blue.

The methodology of organizing and conducting experimental research described in the paper can be success-fully used for psycholinguistic research of images of various stimulus words. The data obtained during the experiment can be used not only in linguistics, but also in marketing, psychology and advertising.

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