Abstract
Aim. To compare the images of the region, actualized by toponymic stimulus synonyms “Kuzbass” and “Kemerovo region” in the language consciousness of young people.Methodology. The material of the study includes 723 associations obtained within the directed chain associative experiment, in which 100 students of Kemerovo State University participated.Results. The unification of one peripheral and several nuclear thematic sectors of associative fields based on reactions to toponymic stimulus synonyms “Kuzbass” and “Kemerovo region” was revealed.Research implications. The results of the study make a certain contribution to the development of psycholinguistic direction of research, touching upon the issues of stimulus variability. The theoretical value of the research stems from the identifying changes in the associations targeted by toponyms that were changed or merged, as in the case of Kemerovo region that was re-named officially as Kemerovo Oblast – Kuzbass three years ago.
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