The article reveals the meaning of the name of the journal by N.I. Novikov -Utrenniy Svet? (-Morning Light?) and analyzes general trends of Russian magazines‘ titles of the XVIII century. The intentions of the titles, the author‘s intention in the title, and the role of the addressee-reader are interpreted. The formation and strengthening of Masonic lodges in Russia aroused interest among the Russian nobility and educated and active people. The Masonic ideas were spreading, among other means, through printed media. Russian Freemasons in their attempts to combine faith and reason were guided by both ancient mythology and the Old Testament and Christian traditional imagery. Freemasonry gave the first Russian intellectuals a holistic worldview. That is why Novikov‘s launch of -Morning Light? was prompted by his entry into the ranks of Masons. The name of the magazine corresponds to Novikov‘s thirst for the light of truth, but at the same time follows the Masonic symbolism, mythologization of the sun, solar rituals. In their activities, Masons used the knowledge of the Renaissance, Ancient Egypt, Ancient Greece, and Rome. Ancient Egypt, for instance, is known for the sun worship rituals, which later evolved into solar mythology, where the sun was included in the pantheon of gods. In the mythology of different countries, the goddess of morning light was called Eos, Aurora. The mention of Aurora is found in the title of Jacob Boehme's composition -Aurora, or Morning Dawn in Ascent? - a work that became fundamental for Novikov's spiritual and intellectual search. Therefore, even though Freemasonry commonly relied on Christian symbols, the meaning of the name of the journal is correlated with heterogeneous cultural tradition. The title contains the Christian aspect, biblical symbolism, and semantics, Masonic philosophy
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