CHANGE OF PROPER NAMES IN THE UKRAINIAN BUSINESS SECTOR IN 2022–2024

Анотація

The article analyzes the ways in which proper names in the food, cultural, educational and medical spheres of Ukrainian business have been changed after the large-scale Russian military invasion into Ukrainian territory. The article identifies and describes the main ways of transforming names in accordance with consumer preferences and legislative requirements. The analysis of the collected 58 ergonyms (names of institutions and agencies), 21 chrematonyms (names of a single item), 10 tovaronyms (brand names), and 2 internetonyms (Internet onyms) showed that the changes most affected ergonyms, chrematonyms, and tovaronyms, as they are in constant contact with the consumer and have the greatest impact on them, while the renaming process affected internetonyms the least. Names were changed: by translating previous names (14.2% of all renamed objects: “Нос” > “Ніс”, “Бархатные ручки” > “Silky hands”), by adapting the former names to the norms of the Ukrainian language through phonetic and morphemic changes (4.4%: “Машенька” > “Марійка”), and by minimal graphic changes (the “Z” symbol was changed (4.4%: “Zdravo” > “Зdravo”)). But most of all, the process of renaming resulted in new titles being created (77%: “Арбат” > “Паляниця”). The article also traces the differences in renaming different classes of proper names. Ergonyms and tovaronyms have not lost their connection with the previous name, as minimal changes have occurred in the nomination, or the former title has been translated to create a new one. Instead, chrematonyms have changed radically, as they have been replaced by other words that now reflect completely different realities. The public demand for renaming in the service sector increased rapidly after February 24, 2022, when business owners listened to the demands of society and began to adapt their names not only to the norms of the Ukrainian language established by law, but also to the worldview changes of the consumer audience. The desire of business owners and consumers to receive services and buy products with Ukrainian names demonstrated the high level of self-identification of Ukrainians and their easy separation from artificially created relations with the Russian cultural space. Such a step is important for Ukraine today, as it affirms our identity and focuses attention on our history and culture.

Класифікація

Ідентифікатори

Схожі роботи