Humanities & Social Sciences 2 (2017 10) 219-227 ~ ~ ~ УДК 81’246.3 «Monoculture of the Mind» and Cultural Diversity in Knowledge Dissemination Valeria Chernyavskaya* Peter the Great St. Petersburg Polytechnic University 29 Politekhnicheskaya Str., St. Petersburg, 195251, Russia Received 16.11.2016, received in revised form 21.12.2016, accepted 12.01.2017 The aim of the research is to look into specific linguistic principles of analyzing linguo-cultural identity in scientific communication. <...> The author focuses here on cultural specificity of cognition: any cognitive activity is social-cultural in nature. <...> So the study of scientific text as “embodied cognition” should be social-cultural as well as linguistic. <...> It is a new object of a complex multidisciplinary study, which involves the identification of standards in academic text presenting a cognitive result in the most adequate and relevant way. <...> A key notion of the study is the notion of culturally determined norms. <...> It is described relating to the concept of the style of thinking. <...> The latter is idioethnic cognitive style, which determines specific character of national academic traditions, approaches to mental task-solving and finally specific character of verbalization of the scientific result in scientific texts belonging to different language cultures. <...> Methods used: semantic and linguo-pragmatic text analyses, critical discourse analyses. <...> Findings and Results: it was found that the linguo-cultural normalizing prototypes establish the rules of incorporating a scientific result in scientific continuum. <...> The violation of cultural norms could become the factor preventing a reader’s understanding, if the reader possesses another cognitive style of thinking and belongs to another culture. <...> In securing competitive advantage in the knowledge-based science they are a matter of utmost importance. <...> Problem Statement The present paper aims to stress that the choice of a language necessarily implies the choice of cognitive patterns, linguo-cultural norms or in other terms – the choice of a way of thinking. © Siberian Federal University. <...> Is the scientific text the phenomenon free from cultural specificity and determined by the immanent laws of cognition, not by outer factors of science? <...> Valeria Chernyavskaya. «Monoculture of the Mind» and Cultural Diversity in Knowledge Dissemination Doesn’t the character of scientific knowledge verbalized in the text per se limit manifestation of national, psychological and social characteristics? <...> Or are extra-linguistic aspects of cognitive <...>