THE MANIFESTATION OF ETHNOCENTRISM IN THE ANGLO-AMERICAN LINGUOCULTURAL SPACE

The paper focuses on manifestations of ethnocentricity in Anglo-American linguoculture, both at the level of language, and at the level of communicative behavior. The purpose of the article is to analyse the means of verbalization of the dichotomy of «us» – «them», «we» – «they» recorded in English phraseology, paremiology and the language of advertising. One can not recognize «us» unless it is through «them». Therefore «us» and «them» are limited through a language of binary codes. Considering that language is essential to culture, individuals will know themselves through the result of a language plus culture. It is by looking into the language of a culture that one will be able to see oneself in relation to one's environment and one's place in the world. There have been used the following methods of study: scientific methods of theoretical research (cognitive methods), all-over selection method (used when working with the lexicographical sources), a conceptual and contextual analysis. It has been concluded that the language becomes a litmus test to identify ethnocentric component fixed in the consciousness of the bearers of the particular linguoculture. The negative, discreditable signs of ethnicity of a national community are represented in the lexical units of English in such a way as if the “other” ethnic group has the shortcomings that are not in the “we” group. The results of the research can be used in further linguistic investigations of ethnocentrism, xenophobia and parochialism