The origins, current issues, and prospects of communicative cultural linguistics

Integration is characteristic feature of modern sciences. It implies interpenetration, synthesis of knowledge, and unification of several sciences. A prominent example here is communicative cultural linguistics, an avant-garde direction that requires theoretical and practical justification. Many Russian linguistic studies are devoted to the interaction of language, culture, and communication; this undoubtedly indicates the relevance of this issue. This relevance of our research is conditioned by the need to justify communicative cultural linguistics as an independent scientific direction. The relevance of the study is also lies in the need of studying new areas of modern linguistics and conducting interdisciplinary research on the relationship between culture, language, and communication. The aim of the study is to formulate and develop the theoretical frameworks of communicative cultural linguistics, to justify it, and to determine its origins, current issues, and prospects. Modern linguistic articles on language, culture, and communication specifics serve as the material for this research. The main research methods are analysis and synthesis, explanatory description, generalization, characteristics of entities, continuous sampling of language means of creating advertising images in internet texts. The research focuses on communicative cultural linguistics as an avant-garde and promising direction of modern linguistics. This area of scientific knowledge is only outlining the main directions, determining its specifics, and forming its terminological apparatus. The authors conclude that cultural linguistics of Internet communication and cultural linguistics of advertising are the popular varieties of communicative cultural linguistics. The authors consider works on tourist Internet discourse to be promising. In this sense, online travel guidebooks and travel blogs are the most popular tourist Internet communication genres; they present the most important information about the country culture, mentality, etc. Their main task is to intrigue Internet users and build a certain “catchy” advertising image in the minds of readers in order to attract them as a target audience. © 2025 Elsevier B.V., All rights reserved.