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. Based on the analysis of the transformation processes of the linguistic culture of the Urals Mari, the article considers how various types of transformations can give a culture a new potential for its development or have a harmful influence on its foundations. With the prognostic goal the work makes an attempt to outline the structure of the model of language transformations, which is tested on the example of the language culture of the Urals Mari.Materials and Methods. In the framework of cultural interpretation, interviewing, survey and sociological description are applied. Hermeneutical and lingvocultural methods are also used.Results and Discussion. Historically, it was recorded that the changing of the language culture of the Ural Mari was influenced by proximity to other nations, trading activities, borrowing in material culture. The formation of the Mari alphabet gave a fresh impetus to the development of ethnocultural education. Thus, ethnocultural identity was expressed in writing. The language of the ethnos, perceived visually and thus fixing the achievements of culture, contributed to the awareness of the community of the ethos. Analyzing such borrowings, the author comes to the conclusion about positive transformational processes. Negative transformation processes are associated by the author with the mass culture and the loss of ethnocultural values. Mass culture comes along with the loss of traditional types of employment, together with the termination of the study of the language of the ethnic group in the education system.Conclusion. The author comes to the conclusion that the developing the regions of the Urals Mari festival and tourist activities carried out in the language of the super ethnos cannot influence the leveling of the value foundations of culture. First of all, it is necessary to level out the processes that negatively affect the language and culture of the ethnic group.

Transformation of the linguistic culture of the Urals Mari in the XX – at the beginning of the XXI centuries