2 RESEARCH METHODS 
The Hofstede scale of cultural dimensions was used 
as an analysis tool. The research materials were The 
publications on conceptology are used as the research 
material. 
Concept analysis is an apology for cultural 
studies, both theoretical and practical, which we have 
tried to show in this monograph. The book opens with 
articles that set the tone for the process of 
conceptualization itself. After all, if there is a concept, 
there must be a procedure, moreover, inscribed in the 
methodological field of cultural science. This 
procedure is based on the analysis of multiplicity, to 
which the works of J. Deleuze and F. Guattari refer. 
The modern paradigm of culture is a paradigm of 
difference, it is built on the basis of the postulate not 
of identity, but of difference and multiplicity, 
individuality of cultural phenomena. And the concept 
turns out to be the tool that is adequately able to 
capture the essence of individuality as such. The 
concept is arranged as a cipher, a code, which means 
that the conceptualization procedure is a guessing-
guessing of this code, for-or de-encryption. Each 
concept refers to different scientific problems, 
appeals to a variety of ideas and images, it turns out 
to be in the center of possible fields of 
conceptualization. Moreover, these fields, once 
encrypted, become a polygon of an infinite number of 
decryptions, allowing, moreover, provoking, a 
plurality of interpretations, each of which is true. This 
is how – provocatively, problematically – the concept 
sphere is arranged. Having carried out the 
demarcation, we are faced with the need to 
comprehend the concepts, in their conjugation with 
each other. The concept has a formation, and given 
the infinity of interpretations, this formation has no 
end. Concepts make complex art objects of the 
intellectual space out of problems and possible 
solutions, breaking the established discourse, eluding 
propositions, arising from concepts, and revealing the 
insufficiency of things and phenomena in themselves. 
3  RESULTS AND DISCUSSIONS  
Exploring the concepts implemented in texts in a 
particular language, we can hypothetically identify 
the concepts that exist in a given usage, combine them 
into groups, which are hypothetically assigned the 
status of the most direct and adequate implementation 
of concepts. The history of the use of the term concept 
in different linguistic areas demonstrates the 
preservation of the original motivation, the metaphor 
that originally lay in the image - the idea of 
“rudimentary truth”. This metaphor, as N. Yu. 
Shvedova (Uzunalova, 2020) rightly points out, is 
preserved in the interpretation in which concepts are 
considered as “embryos” of mental operations, “buds 
of the most complex inflorescences of mental 
concreteness” (Andreeva, 2017). Unlike the words of 
ordinary language, this term carries with it the initial 
motivation as an indispensable attribute of the 
terminological culture. The professional community 
is guided by this motivation when it decides which 
term and in what context is better, and which is worse. 
Concepts are realized in concepts. Continuing the 
image proposed by Askoldov, we can say: if the 
concepts are carefully watered, abundant concepts 
will grow out of them. And in other cultures, some 
concepts can wither, giving place to others, more 
tenacious or more carefully watered. In some soils, 
certain concepts may never come up. When the 
concept “accepted” and “ascended”, we observe the 
concepts implemented in speech. But on what 
material of texts do we have the right to rely, 
revealing the “germination” of concepts? The purely 
quantitative side does not help: texts about justice, 
about beauty, etc. can all turn out to be too “adult” 
(“non-naive”) and / or hypocritical. So, the proverb of 
Belobrysa is a rat, and the black one is beautiful does 
not mean at all that Russians love exclusively dark-
skinned girls: blondes also enjoy well-deserved 
popular love among us. And this second opinion is 
confirmed by the stable phrases clear-faced, clear-
faced beauty. Orientation to “setting” texts, such as 
commandments, from which consequences are 
sometimes drawn about the concept of justice and 
equality of people, does not help either. So, for a 
member of a criminal gang, the concept of “justice”, 
if it exists, is unlikely to be in the same 
implementation (in the same concept - and the 
underworld, as you know, “lives by concepts”), as for 
Robin Hood (Bolotskaya). The practical answer to the 
last question is given by lexicographic practice. The 
concept underlying the concept has its own potential, 
it is able to differentiate: dictionaries show an 
elementary reflection of this ability as a tendency to 
form various verbal shades and transfers.  
In order to confirm or refute the proposed 
assumption, let us compare, for example, the cultural 
values of the representatives of Great Britain and 
Russia using such a universal tool as the Hofstede 
scale of cultural dimenssions (Hofstede Insights, 
https://www.hofstede-insights.com). As we can see, 
the “Power Distance” indicator in the UK is much 
lower (35%) than in Russia (93%), which means that