Лайфхаки глокализации, или Глокализация «лайфхака»

Abstract

The article discusses the process of glocalization of the English-language concept “lifehack” in the Russian language on the basis of corpus data. Both original and borrowed concepts are considered in the Internet discourse, which is currently the most accessible source for studying new concepts and at the same time, the first to incorporate them into its language. The purpose of the article is to identify cognitive features of the “lifehack” concept in the English language and its Russian counterpart, as well as the changes that have occurred as a result of its glocalization. Based on collocation analysis and discursive analysis of language units which represent the concept, cognitive features are defined and combined into thematic groups. The totality of these features makes up the field structure of the concepts. The study revealed that the core features of the “lifehack” concept were fully integrated into the Russian language version of the concept. These include thematic groups such as “use”, “help”, and “ease/simplicity”. In both the Russian and English versions, the concept received a large number of positive characterizations (“good”, “great”, “incredible”, etc.). Cognitive features “shallowness” and “negative evaluation” can be found in the periphery of the concept. Additionally, features that were not present in the original concept have been added to the concept in the Russian language. The grammatical structures in which the words representing the concept “lifehack” are used suggest that the adaptation process is ongoing. In the process of glocalization, the “lifehack” concept in the Russian language retained all the core features of the original concept, while also acquiring an additional feature “alternative approach”. The grammatical characteristics of the language units representing the concept in the Russian language indicate that it is still undergoing adaptation and, possibly, will further develop in a bit different direction from the original concept.