Аңдатпа
The article deals with the systematisation of trends focused around the category of “imaginary world”. The productivity of its study is due to the possibility of its application as a linguistic and cultural unit of translation in the development of the scientific concept of Kazakh rhetoric and the creation of new translations of works of Kazakh literature reflecting the formation and originality of the national rhetorical tradition. The new approach to the study of identity based on the creation of the worldview in the aspect of the “imaginary world” brings forth the review and the generalisation of philosophical, ethnolinguistic, anthropological and cultural studies. The interpretation of the category “imaginary world” as a factor of national consciousness allows us to describe the ways of cognition and perception of the world from the positions of ethnic translation, psycholinguistics, and anthropology. A study of perception as a “special imaginative power” with a real cognitive value, consideration of the “imaginary world” as a source of spirituality for the author and the listener illuminates the nature of influence and perception by activating the consciousness of the addressee with the help of symbols, archetypes and allegories. The reasons for the multiplicity of explanations and interpretations of the worldview in zhyrau literature and legends about biys are explained in the article. The description of the behaviour and worldview of the man of the Middle Ages as a concept of the rhetorical ideal emphasises the role of imaginative perception and imaginative consciousness as a source of formation of the linguistic personality of the author and the addressee of the text. The way of objectifying the reality such as the law of creating and functioning of the “imaginary world” enables considering the mystical poetics in zhyrau poetry and the peculiarities of Sufism manifestation. The analysis of scientific trends contributes to the understanding of the semantic, stylistic and pragmatic impact on the listener through the “imaginary world”. The development of the category the “imaginary world” as a cultural unit of translation and a tool of national identity justifies the attention to the ideas of ethnolinguistics and anthropocentrism. The relevance of the research is conditioned by the extrapolation of “being on the string” as the basis of the worldview to the content and structure of the rhetorical ideal.