The article presents a study carried out in line with linguoculturology based on lexicographic, discursive and associative data. The author reveals conceptual, figurative and value characteristics of the personality type “swindler” in the consciousness of Russian-speaking people. It is concluded that linguocultural personality type “swindler” is a recognizable social type whose hallmark is dishonest behavior towards other people for personal gain.

The article deals with the structure of the model of the act as reflected in the verbal responses in the associative experiment with students and schoolchildren. By the example of the action “help” the author describes the invariant frame of the situation of an act. It is found out which slots of the frame “help” are in focus of more or less attention.

The article deals with the research results concerning the component structure of the concept “mean act” in the Russian lexicography and discourse. The group of lexemes representing the concept in the Russian language is identified. The conceptual, figurative and value components of the concept “mean act” are found out. The degree of actualization of the basic components of the concept in language and speech is analyzed.