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The article deals with the discursive symbolism of elements of the language system which determines the specificity of family discourse semiotics. The symbolism of the „family" sign is predetermined by the case-interpretation. Family language is a set of secondary symbols created by a group and associated with emotional rituals. Integration of family language sign in the area of their functioning – family discourse – is based on the mutual determinism. From the perspective of Charles Peirce’s theory of sign (classifying into three main trychotomies – the sign by itself, the meaning of the sign and its syntagmatic functioning in interaction with others), the research shows the whole complex of characteristics of semiotic entities in intra-familial nominations. The article proves that the "family" precedent is based on the experience within a collective cognitive space – common (recognizable, used and cited by other members of the group – family) memories that determine the identity of a man as a representative of the family recognizing its values, norms, ideas, priorities, tastes and traditions. Family images as archetype and culturally socialized symbols, are the "messengers" of ancient times, and, correlating with contemporary cultural context, are transformed under its influence. The family discourse symbolic meanings are genuinely represented by a set of specific nominative acts

technology transfer: innovative solutions in social sciences and humanities/technology transfer: innovative solutions in social sciences and humanities.

THE ANALYSIS OF SEMIOTICS OF THE FAMILY LANGUAGE AS A VERBALIZED AREA OF FAMILY DISCOURSE