Psycholinguistic Peculiarities of Contextual Realisation of Concept «MACHT» in Linguistic and Cultural Space of German’s

Research actuality has determined the necessity to study the peculiarities of contextual realization of the concept ”MACHT” in German communicative and cultural area by means of using the results of free associative experiment and contextual analysis of proverbs and aphorisms that made it possible to find out value preferences and priorities of Germans. The purpose of the article is to identify psycholinguistic peculiarities of the concept “MACHT” in German communicative and cultural area by comparing the results of contextual analyses of proverbs and aphorisms based on the results of free associative experiment. To describe the results of linguistic material we used such methods as semantic cognitive concept modeling which allowed us to identify macro models and describe the frame model of the concept “MACHT” organization which we present as a chain-organized structure: the concept “MACHT”, macro frame “MACHT UND GESELLSCHAFT” and subframes “MACHT UND DAS POLITISCHE”, “MACHT UND DAS SOZIALE” “MACHT UND DAS HÄUSLICHE”. To find out the psycholinguistic peculiarities of conceptual realization we have used the methodology of free associative experiment. The findings of the conducted analysis reveal that the concept “MACHT” is manifested in German communicative and cultural area as the subframes “MACHT UND DAS POLITISCHE”, “MACHT UND DAS SOZIALE” “MACHT UND DAS HÄUSLICHE”, where a typical representative of power is characterized by valuable possibilities to direct other, have respect, prosperity and some social characteristics, such as: medical insurance, social help in case of unemployment, possibility to implement himself/herself into society while having the refuges status or being a single parent, have the right to have holidays and free time, the right for sexual preferences. Valuable marker is very important here as it forms axiological personality marker of self-esteem and reflects in reaction of free associative experiment in nominations and  markers of private properties, authority and keeping one’s own face in front of society and lifestyle. Conclusion. In this way the general prototype of an ideal power subject is seen as an ethnic and cultural carrier of the German linguistic and cultural studies concerning the power subject, its communicative behavior, personal features necessary for successful result of power object, his/her appearance and social state.