Frame modeling of the concept «Riches»

Abstract

The article is devoted to the researching problems of one of the key concepts of understanding the world —
the concept of «riches». Frame analysis allows us to highlight the standard knowledge of wealth, which are
representing around the concept of «riches». The conducted contrastive-cognitive analysis suggests that  knowledge about richesis inadequate in various linguistic and cultural communities, and mental normative attitudes of peoples, their value orientations do not coincide. In the frame «wealth» in the process of contrastive-cognitive analysis, three vertex nodes are distinguished, namely: vertex node No. 1 (General idea of  wealth in the Kazakh linguistic and cultural community); vertex node No. 2 (General idea of wealth in the  Russian linguistic and cultural community); vertex node No. 3 (General idea of wealth as a social and ethical  norm in the English linguistic and cultural community).