Modern linguistic research is characterized by a quick reaction to the world events, a response to the challenges of our time in various spheres of public life, a tendency to find an explanation for new linguistic and social phenomena through the cultural and historical perspective. On the one hand, this trend stimulates interest in regional studies, whose topical issues are related to translation of values in constructing the image of the region, revealing of cultural information on the material of local toponyms, solving the problems of contextually determined bilingualism and language policy in the regions with indigenous population. On the other hand, interest in the study of other cultures does not decline and still has vast scientific potential due to the possibility of a more detailed immersion in the peculiarities of cross-cultural communication and the use of new methodological tools for its study. Modern technologies make it possible to use the resources of the Web networks for solving research problems, thereby expanding and enriching the spheres of discourse interaction