ЭРГОНИМЫ НА ВЫВЕСКАХ ПРОВИНЦИАЛЬНОГО ГОРОДА: ЛИНГВОКУЛЬТУРОЛОГИЧЕСКИЙ АСПЕКТ

Abstract

The nominative space of a provincial town is the subject of the author's attention in the proposed article. An important aspect in consideration of functioning of signs, posters, and other objects in town space is a linguoculturological aspect meaning the analysis of interrelation of the language environment of the town and its inclusiveness into a sociocultural situation. The article analyzes various terminological designations of the names of urban objects in linguistics: urbanonyms, ergonyms, emporonyms, firmonyms and others. The author, referring to the opinions of well-known onomatologists, focuses the attention on the term ergonym, justifying the need to use it to denote the names of shops and institutions. The rethinking of names, according to onomatologists, actualizes the processes of the sociocultural life of the town associated with linguistic problems including games with graphemes. The work examines the current language process reflected in the language of the provincial town – the use of Cyrillic letters in the names of shops and institutions. The study of the naming trends of the provincial town allowed the author to talk about the cultural value of the names. The updating of Cyrillic letters on signs has become a means for forming the value and meaning space of a provincial town, on the one hand, and the process of creating errors on the other. The article describes linguistic contradictions: combinations of modern borrowings with pre-revolutionary graphics, mixing of graphic styles, processes of Eurolatinisation and retrorization, inconsistent use of graphemes. The author of the article concludes that as a result of rethinking the usual nominations in the spirit of pre-revolutionary design of urban space, a special linguistic and cultural phenomenon of a provincial town is formed, striving during globalization for authenticity and identity, which is perceived differently by citizens.