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The article deals with the main historical stages of development of the components of the cognitive linguistics terminology. The main concepts of cognitive linguistics are defined as well as the stages of development of cognitive linguistics as a science. The basic concepts of the term system of the researches scientific paradigm are distinguished. The frame model and types of frames as the basis of description of the conceptual world view are outlined. The main approaches to the definition of the term «concept» are described.

The article deals with memes as expressive rhetorical resource in media representations of the Russian-Ukrainian hybrid war and military conflict. It explores textual slogans of Russian propaganda that serve to legitimize external aggression. When these units are mirrored as intertextual material in the Ukrainian counter-discourse, they become critical targets for deconstructing fakes and decontamination of manipulative programs. The network of memetic signs is subordinated to the task of symbolic identification of conflict sides and their objectives.