Annotation: The growing influence of social media on the formation of public opinion, as well as on the dynamics of marketing strategies. In the context of the digitalization of the market, companies are forced to take into account new linguistic and cultural codes that are actively developing in the online environment. Analyze the language strategies and communication practices of social networks as a brand promotion tool, as well as to identify key factors of their effectiveness. The integrated use of such methods as content analysis, case method, audience interaction analysis, survey method, comparative analysis will provide a comprehensive approach to studying the role of social networks as a brand promotion tool through the analysis of both theoretical aspects and practical examples. Premium brands use restrained and sophisticated language, focusing on exclusivity and high quality, which contributes to the formation of the brand's image as a symbol of status and prestige. Mass brands use a more accessible and emotionally intense communication style, targeting a wide range of consumers and actively using social trends to increase audience engagement. Emotionally rich content plays a key role in increasing consumer engagement and loyalty, creating a deeper connection with the audience and increasing its engagement. Effective language strategies and well chosen communication practices on social media contribute to increased brand awareness and consumer loyalty.

Annotation: The article is devoted to the study of precedent texts as a mechanism for transmitting cultural values and historical context. The paper analyzes the role of precedent texts, including folklore, literary and historical works, in the preservation and transmission of moral, ethical and philosophical guidelines, as well as their functions as a “mirror of time” reflecting the key events and phenomena of the era. To identify the role of precedent texts, to determine their influence on the formation of collective experience and cultural identity. Methods of content analysis, semantic analysis, comparative analysis, as well as methods of interpretation and deconstruction of texts were used to analyze precedent texts. Special attention is paid to the process of adapting precedent texts in modern media and cultural contexts, their ability to keep in touch with the original meaning, while simultaneously actualizing in the public consciousness. The article also examines the interaction of precedent texts from different cultures in the context of globalization and its impact on local cultural codes.Using the examples of Kazakh and Russian folklore, it is shown how these texts serve as important tools for forming collective identity and strengthening social cohesion. The article is a contribution to the study of cultural memory, folklore and media culture.

Annotation: The article is devoted to the study of allusions as a stylistic device in modern newspaper headlines, due to the increasing role of intertextuality in the media space, the need to increase the expressivity of journalistic texts and the importance of studying cultural codes transmitted through the media. A comprehensive analysis of the functions, sources and classification of allusions, as well as determining the influence of the cultural context on their perception. This study used an integrated approach that includes the following methods: continuous sampling (with limitations), contextual analysis, intertextual analysis, cultural analysis, classification. Based on the analysis of newspaper headlines from a number of periodicals from 2018 to 2021, the article identifies the main sources of allusions: catch phrases from cinema and literature, phraseological units, folklore and journalistic texts. The transformation of donor texts from elite to mass culture is emphasized, which ensures their recognition by a wide audience. It is concluded that allusion is a powerful tool of cultural communication, providing a link between generations and reflecting the trends of popular culture. Successful decoding of allusions depends on the reader's background knowledge and requires the journalist to have a deep understanding of his audience.