Политический нейминг: тенденции и стратегии

Abstract

This article attempts to identify new methods of name formation in the modern polytonymic system of Germany in a diachronic aspect. It is noted that over the past five years in Germany, political naming has undergone noticeable changes, caused primarily by the transformation of the entire political system of the country, as well as party functions. The dominant tactic for achieving effective political communication through thoughtful naming is determined by the manifestation model of the formation of polytonyms-slogans, which is also reflected in additional (pre-election) party designations. Particular attention in the study is paid to studying the influence of digital processes on party naming. It was revealed that the widespread Internet technologies in modern political communication forms new nominative trends with the inclusion of the digital concept in the nominative part of the political brand. The use of anglicisms in the names of political associations in Germany is considered as an actual trend of name formation with a high communicative and pragmatic effect. The described methods of nomination are defined as specific features of the modern polytonymic system of Germany, indicating the destruction of the rooted nominative image of the political "party" and the expansion of the onomastic model of the party name through new methods of nomination in modern political discourse.