Language cultivation: the theory and practice of european sociolinguistics

Objective of the study is to consider the cultivation of language as a complex sociolinguistic phenomenon. The article examines both theoretical aspects and analysis of practical activities related not only to language in the narrow sense of the word, but also to social discourse in general. The methodological basis of the research is the Czech school of modern sociolinguistics, as a theoretical concept, and the theory of language management, as an applied method of studying the language policy of European countries. Research results. The cultivation of a standard language has certain goals. Firstly, they can be explicitly or latently related to the "non-linguistic" goals of society as a whole, and, secondly, they are aimed at the effectiveness of the language itself as a communication tool (which is the field of activity of linguists and philologists to a greater extent). The concept of language cultivation today requires a broader theoretical framework than in the period of classical and postclassical sociolinguistics. In this regard, language management theory seems to be optimal, which pays less attention to the technical aspects of planning, instead focusing on activities It implies not only top-down regulation processes, but also feedback, which is people's response to the centralized imposition of language standards. Thus, it represents the entire cycle of language policy, which includes micro- and macro-components of planning. A special place is occupied in the article by the consideration of the problem: to what extent cultivation models are applicable to minority languages.   Prospects of the study lie in the field of metatheoretization of the phenomenon of language cultivation in order to further study the development of national languages and their preservation in a globalizing world.