СИМУЛЯКР

Introduction. Technological transformations and the expanding processes of digitalisation, which have encompassed the space of an individual and social life, have given a new meaning to escapism as a form of existence and behavioural strategy. Virtual practices have become the most important component of life and activity of an individual and have created conditions that have strengthened escapist tendencies and moods. Theoretical analysis.

A language problem in a modern science mentioned by different scholars is rather sharp and debatable. To understand the language essence it makes sense to consider different approaches which may symbolically be divided into two types. It is investigation of the language problem in its retrospective (since an epoch of antiquity up to postmodernism) by means of comparison of different approaches that allows us to come to certain conclusions in this field and lift deep layers of the language at different levels including sacral.

The Postmodern Era has been widely researched in Russia and abroad. Nevertheless, it is still debatable for both Russian and Western scholars. The problem of language and its metamorphoses has become one of the key issues in this respect. We focus on studying characteristics of the postmodern period, not taking into account its value system. Thus, based on the characteristics of postmodernity we might form an idea of the language itself in the above-mentioned period, since every concept is inevitably manifested in the language.