“Linguistic and Rhetorical Picture of the World” of Collective Linguistic Personality as the Basic Discourse-universe of Ethnocultural and Educational Space

The article substantiates and discloses the category of "Linguistic and rhetorical (LR) picture
of the world", which is postulated as a universal of discursive level. Its principles of rhetorical
hierarchization of value judgments, generated from linguistic units at different levels, forms the
basic discourse-universe of ethnocultural and educational space in which a collective linguistic
identity of a particular ethnic group operates and develops. In the process of intercultural
communication the overlap of LR pictures of the world of all languages‘ representatives occurs; the
understanding takes place on the basis of integrated essential features, universal core of value
hierarchy (achieving of communicative effect), distinctive features are becoming the determinants
of different types of barriers (private manifestations of communication failure).