LINGUOCULTURAL CHARACTERISTICS OF DIALOGUE TECHNOLOGIES FOR COGNITIVE ACTIVITY ORGANIZATION OF HIGHER SCHOOL STUDENTS IN THE PROCESS OF TEACHING HUMANITIES

The paper considers the task of the implementation of dialogue technologies with the account of linguocultural characteristics. The authors prove that communication is carried out in the process ofdialogization (in the context of the research –educational one) which provides the formation of language, linguocultural and intercultural competencies. The paper outlineslinguoculturemes, which are realized at different levels of the language system in general and nationally marked levels in particular. It is gradually proved that educational dialogizationcan be built with the account of semantic realizations of linguoculturemes. The authors present the classification of linguoculturemes, outline thematic groups of nationally marked vocabulary, used in the process of intercultural dialogization. They associate the formation of linguistic personality of future professionals with the working-out of the appropriate levels, achieved in the process of future specialists’ cognitive activity.


Introduction
Traditional system of teaching in higher educational establishments assigns a key role in developing and conducting practical classes to the teacher.According to the innovation strategy of the educational process educational dialogization is upraised to the foreground.
The above mentioned allows developing a level of cognitive activity of students in the dialogical learning.It is determinedby the following requirements: 1) reconstructing the professionally oriented environment in which the participants of a dialogue perform the roles of the bearers of definite social and professional roles; 2) taking into account psychological and age characteristics andthe level of students' language competence.

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The analysis of theintroduced groups of communication components shows that due to their psychological and pedagogical essence they are closelyconnected.That allows us to look at them as varieties within theoutlined paradigm of the structure and functions of communication, expressing the content of information and cognitive, regulative and behavioral as well as emotional and affective components of the communication structure.

Implementation of dialogue technologies with the account of linguocultural characteristics
The aim of our paper is to outline the linguoculturological features of dialog technologies in organization of university students' cognitive activity in the process of teaching of humanities.
The conception of behavioral and regulatory along with interactive and effectual communication functions is associated with the manifestationof subjective activity of communication participants and peculiarities of their interaction.The potentiality is determined by the manifestationof intersubjective relativityprocedurality, contextuality andthe correlation of subjectivity of communication participants, making possible the formation of linguistic identity.To reveal the nature of communication in close relationship with the intercourselet us briefly outline the features of manifestation ofa linguisticpersonality and a communicative personality.Whilea linguistic personality (Batsevych,2007)refers to a person who reveals himself/herself as one possessing a sufficient level of means of a native language code (the codeis a system of symbols and rules of information transmission by channels of connection (communication) in accordance with socio-cultural peculiarities) in different communicative situations, a linguistic personality (Batsevych,2007)is treated as a person possessing a unique cognitive base and knowledge of a specific idioethnic language at verbal, semantic, pragmatic and cognitive levels.
The implementation of language personality is carried out in the process of communication, which is traditionally defined as a set of connections and interactions of language personalities, societies and subjects within which there occurs an exchange of information, experience, abilities, skills and results of activity.Communicationis a complex concept, covering all possible types of processes of connection and interaction between people: informational (information exchange), interactive (connections and influence of the participants); perceptive (perception by sensory receptors).
Accordingly, if the communication is one of necessary and universal conditionsfor the formation and development of the society and the personality, the communication is primarily associated with the information connection.
In the content of future specialists' philological training it is necessary to consider communication as one of the modes in the existence of phenomena (along with the language and speech); notional and ultimately semantic aspects of social interaction and communication; a complex, symbolic, personal and transactional process of the exchange of signs in the course of which we can observethe transmission of certain external or internal information, and also the display of status roles which the participants of communication takein regard to each other.
Communication is carried out in the process of dialogization (in our case -the training one), which provides the formation of language, linguocultural and intercultural communication (tab.1):

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Table 1 Competence Realization Language competence participants of intercultural communication know the language (language code) of communication, first of all have a good command of all language levels, the style of language and speech, the rules for creating language constructions and messages (Batsevych,2007) Linguocultural competence interlocutors know basic culture elements (national customs, traditions, realities) of the country, the language of which is used for communication; able to identify in the language the informationspecific for this country and use it to achieve the intended communicative purpose; able to carry out cross-cultural communication, which requires knowledge of lexical units with a national-cultural semantic component and skills of their appropriate use in the situations of intercultural communication as well as the ability to use background knowledge to achieve understanding in the situations of indirect and direct intercultural communication (Batsevych,2007) Intercultural competence participants of intercultural communication know habits, customs, laws and regulations of a specific communication society, a national linguocultural community,which form individual and group motivation purposes, types of behaviour (especiallythe communicative one), nonverbal components (gestures, facial expressions); national and cultural traditions, systems of values (Batsevych,2007) Considering that the intercultural communication is understood as a communication of people from different cultures, who speak different languages.Soat the linguocultural level, it is primarily a particular type of culture, which is characterized by the interaction of national cultures, ethnic and cultural competence of individuals, the desire to achieve interethnic consent in all areas of communication.
The observation of the cultural stock (as a complex of knowledge, a certain outlook, the orientation in the areas of the national and world culture, which a typical representative of a certain culture possesses and a set of basic units included in a certain national culture) of the languages under study may serve as a good example (tab.2): 2) a piece of decorative fabric with an embroidered or woven ornament; traditionally used for house decoration as well as the Ukrainian folk rituals For the Ukrainian people the towel is a symbol of the family: the bride and the bridegroom used to stand on the towelat the wedding ('And we were standing on a towel, and we weretaking our oath...'folklore); to prepare/take/bring towels to sent for towels 'Standing on a towel'is associated with different stages of the ceremony related to the readiness of a girl for a family life, herengagement and marriage.It is the symbol of ritualism (the baby was taken with a towel from abirthing mother;a towel was used for binding abargain, raising a beam on a house, giving a send-off before a long journeythe symbol of the way); towels, hung in the house, act as protective amulets 3) a meal: breakfast, typically consisting of a hot drink and bread; afternoon teaa light afternoon meal consisting typically of tea to drink, sandwiches, and cakes; high teaa meal eaten in the late afternoon or early evening, typically consisting of a cooked dish, bread and butter, and tea.priceless amount or value; something of such great value that it cannot be quantified); be not (one's) cup of tea (To not be something one prefers, desires, enjoys, or cares about); weak tea (slang Something that is particularly underwhelming or unimpressive), etc. Tea in English Literature: -'As far as her mom was concerned, tea fixed everything.Have a cold?Have some tea.Broken bones?There's a tea for that too.Somewhere in her mother's pantry, Laurel suspected, was a box of tea that said, 'In case of Armageddon, steep three to five minutes'.(Illusions by Aprilynne Pike); -'In Britain, a cup of tea is the answer to every problem.Fallen off your bicycle?Nice cup of tea.Your house has been destroyed by a meteorite?Nice cup of tea and a biscuit.Your entire family has been eaten by a Tyrannosaurus Rex that has travelled through a space/time portal?Nice cup of tea and a piece of cake.' (Mr Stink by David Williams).
The cultural stock allows observing the cultural background of the wordthe description of nominative units, which represent the phenomena of social life and historical events.
In the context of the biomorphic code of the culture, which reflects the conceptions of a certain national linguoculturalcommunity about the world of plants and animals we can observe the stereotypes of the culture, the perception and assessment in its terms ofthe whole creationthat surrounds a man (tab.3).

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The Periwinkleis a symbol of life and immortality; first love, virginity, sanctity of marriage, a young man, the universe (to pick a periwinkle means to go on a date; A blossoming periwinkleaconfession of love; A periwinkle in full blooma happy marriage; A faded periwinkle -an unhappy marriage) The Cherryis a symbol of a girl; parental home; a family In the process of language learning it is methodically reasonable to use linguocultural comparisons that involve the procedures of identifying similarities and differences in languages and cultures of different national linguocultural communities.As an example we represent a table withlinguoculturalcomparisons within Slavic, Germanic and Romance languages (tab.4): In the content of professional training of future specialists the activation of cognitive activity allows forming alinguistically cultural personalitya person who possesses a unique cognitive base, the knowledge of all levels of a particular idioethnic language, culture (especially spiritual one), flexible communicative strategies and tactics, common within a particular national linguistic community.The concept of communication involves a linguistic personality who has a handle on a speech situation, reveals individual communicative behaviour (communication style) as a functionally stylistic variety of a linguistic code.
In the integral structure model of a linguisticpersonalitywe distinguish the following levels of language proficiency: -verbal and semantic level determines the proficiency level of a native language based on the knowledge of a language system; -linguo-cognitive level allows buildingthe linguistic picture of the world by regularizing and systemizing individual concepts, conceptual words, images; -motivational and pragmatic level (of pragmatic communicative needs) promotes the awareness of the system of motives and personal values in the linguistic picture of the world.
The above characterized levels correlate with the definite components.These are the components of values, of worldview, culturological, personal, cognitive, behavioural and that of language proficiency and linguistic feeling.They represent the complex formation of a linguistic personality and are initially formed in the process of educational communication (tab.5).
Levels of the cultural code of a linguistic personality correlate with linguoculturemes in accordance with thematic characteristics.
The vocabulary with national and cultural specific character covers the following thematic groups: material culture (national symbols, traditional dwelling, household utensils, tools, food and drinks, traditional clothing, centres of public gathering); social rituals and customs (family traditions and rituals, calendar holidays and ceremonies, labour traditions and holidays);

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(language etiquette) Forexample: а) Ukrainian: Добридень!(Good afternoon!);Перепрошую! (Sorry!); Моє шанування!(My compliments!);Слава Ісу! (Glory be to Jesus Christ!) Боже поможи!(God help us); b) English: How do you do!I beg your pardon!Thank God! Good Gracious!Don't mention it!Educational communication in general and didactic communication within the linguoculturologicaldiscourse is defined as the interaction process, resulting in the transformation of each participant'sstateand bringing it to the maximum possible proximity to themutualstate, whichas an integral whole comprises the consistency of opinions and estimates.Therefore, as a result of communication we do not have just an exchange of views and ideas but the state transformation of each subject (object) into their comparable property, mutual experience and common knowledge.

Conclusions and suggestions
To summarize, the main function of dialogization (didactic communication) taking into account linguocultural characteristic is changing by one of the subjects (an addressera teacher) of attitudes, beliefs, actions, knowledge,abilities and skills of another subject (a recipienta student) sometimes pursuing his/her own interests or,as a rule, according to the realities of socio-cultural reality.
The particular qualities of a dialogical discourse are first of all revealedin its professional focus.Linguocultural characteristic of educational communication in terms of higher educational establishment is characterized by a threefold focus on educational cooperation, future professionals (relevantstate, promising lines of development) and the subject of learning.At the same timeeducational dialogization in the process of professional training of future specialists is notable for its subjects' personal, sociocultural and subject orientation.
Further research will be focused on the development ofdialogue techniques with due consideration of the parameters of communicative behaviour and linguocultural distance.

Table 5 Components of linguistic personality
English:Plough Monday; Shrove Tuesday; Rochester's Sweeps Festival; autumnfall, crown of the year; sere and yellow leaf; the fall of the leaf; springspringtime, ice run, prime; spring tide, the prime of the year, vernal season,Mae, youth; winterwintertime, winter-tide, hog season, hiems, Mister Hawkins; April  (Aprilis, April day, April fish, April Fool's Day, April Fool,April shower)