Privatize your name: Symbolic work in a post‐Soviet linguistic market

Abstract

This paper analyzes the new names given to Russian private businesses that have appeared after the collapse of the Soviet State in 1991. By naming new private ventures their owners members of the new business class attempt to privatize public space not only legally but also symbolically and linguistically. They strive to construct their particular new version of social reality, to represent it as positive and meaningful, and to impose themselves publicly as legitimate authors, owners, and masters of this new reality. This paper proceeds on several distinct levels of analysis. First, it analyzes a number of discourses, representing various subcultures and periods of Soviet and Russian history, from which new business names draw their complex meanings. Second, it considers concrete linguistic and semiotic techniques that are employed by the new names in this process. Third, it examines the cultural and social implications of this process of nomination for post‐Soviet developments in the Russian society.