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 specific 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 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.