THE CONCEPT OF HÖFLICHKEIT IN AUSTRIAN LINGUOCULTURE
The article deals with the concept of Höflichkeit in Austrian linguoculture. The following issues are considered: the concept, the etymological analysis of the core word of the concept, the figurative meaning, its synonymic rows and associative field, the theme lines and the nominative density. The analysis of the concept is carried out synchronically and diachronically with special emphasis on the national traits of character and mentality features of the Austrians. The research demonstrates ambivalence as the distinctive features of Austrian courtesy and Austrian national identity. The results of the study make it possible to conclude that the concept of Höflichkeit has a strong national specificity. Bearing the unity of the nuclear component, the peripheral parts of the concept still indicate the discrepancy between the value and appraisal characteristics of the Germans and Austrians, thus demonstrating the prominent nature of the Austrian mentality.