Аннотация
The article is devoted to the linguistic and cognitive analysis of the toponym «Ulytau» as a key sacred and historical-genesis symbol of Kazakhstan. Its structure is considered as a complex cognitive frame in the modern linguistic consciousness. The use of frame semantics to model the hierarchical organization of semantics allows us to move from the traditional taxonomy of nominations to the description of dynamic processes of meaning generation. As a result of frame modeling, four levels are identified: the core (geographical slots), the first periphery (cultural and symbolic representation), the second periphery (pragmatic commercial and social exploitation) and the outer contour (urban coding). It is shown that when moving from the core to the periphery, a consistent functional transformation of a toponym occurs: from the referential fixation of a geographical object to its functioning as a cultural code, a brand resource, and, finally, an urban code that organizes urban space. It is concluded that the Ulytau frame is a dynamic semiotic system that acts as a powerful tool for constructing and maintaining national and cultural identity. Its structure reflects the mechanism of integration of traditional sacred heritage into modern social, economic and urban contexts, providing a semantic link between historical memory, current discourse and everyday experience.