Associative field of the concept “fire” in the linguistic consciousness of native Russian speakers at the background of the Latvian linguistic culture

The research is devoted to one of the modern trends in linguistics - cultural linguistics. The topicality is related to the study of the Russian language functioning as the language of diaspora in the eastern region of Latvia - Latgale. The research aims to characterize the means of expressing the concept fire based on modelling and analyzing its associative field in the aspect of Latvian picture of the world. Theory and practice of the associative experiment were used as a methodological framework for the research. The method of free associative experiment reveals the specific features of different cultures, as well as the functional peculiarities of the linguistic consciousness both of a separate individual - a native speaker, and of a certain ethnic or national group. The word fire (Latvian - uguns) was suggested as a stimulus word. The received reactions were analyzed according to linguistic and cultural-contextual aspects. A comparative analysis of the associative fields revealed both the specific features of the Russian linguistic picture of the world, which combines the characteristics inherent in the Russian language of the metropolis and the ones that indicate the influence of the linguistic and cultural environment, and the features and signs that coincide or are identical in the Russian and the Latvian linguistic picture of the worlds. The data processing and the analysis define the concept fire precisely as a full-fledged concept in the perception of the native speakers of the Russian language in Latgale, since not only the dictionary meaning is actualized in their linguistic picture of the world, but also a multi-level associative field, unique in terms of contextual connotations, is modelled.