Linguistic and cultural type “entrepreneur” in the modern Russian linguistic consciousness

The paper deals with the linguistic and cultural type of “entrepreneur”, understood as a recognizable model personality of a rich business person who invests his money in the organization of production and services for the population. The description of the linguistic and cultural type is carried out by analyzing the conceptual, figurative-perceptual and value characteristics of its comprehension. Definitions of the corresponding verbal designation of the type are considered, examples of text fragments in which the semantic features of the corresponding designations are clarified, data from a survey of informants to identify the actual characteristics of this image and the derived norms of behavior of this type. In the image of an entrepreneur, his energy and activity are highlighted, his evaluative characteristics are ambivalent, his desire for profit and his willingness to break the law for this are critically evaluated. Nowadays, the words “entrepreneur” and “businessman” serve as a designation for this type. Observations show that the images of the entrepreneur and the businessman coincide to a large extent in the linguistic consciousness of our contemporaries, with some minor difference in the perception of these images is that the entrepreneur is assessed mainly by activity, while in the assessment of the businessman appear external characteristics of the behavior of such people, which suggests that the businessman is becoming a common recognizable type.