MEDIATED ASSOTIATING PROCESS AS THE MECHANIZM OF THE CULTURAL CONCEPT TRANSFORMATION WITHIN THE CONCEPT SPHERE OF A TEXT
The paper views the approach to the analysis of the cultural concept structure, developing the most actual in modern cognitive linguistics conceptions. It also illustrates the application of the mentioned approach in the analysis of the transformations of the cultural concepts structure within the individual concept sphere of a text. The author introduces the notion of the mediated associating process that reflects the nature of the most significant structural transformations that a concept may undergo under the influence of the personality of a writer.