Latin and Cyrillic alphabets in the ergonimicon of the central streets in Kazan: Etymology of names as a reflection of problems and perspectives of graphic representation

This research aims to investigate the graphic features of the central streets’ ergonimicon in Kazan through the application of the linguistic landscape description method, etymological analysis and the method of continuous sampling, which have not been combined in the research of commercial names so far. Their combination is conditioned by the need to confirm the Research Hypothesis: The choice of the alphabet, representing an ergonym, depends on its origin and linguistic affiliation. The relevance of the study is conditioned by the close attention to the linguistic landscapes of the Russian Federation due to the fact that foreign languages and Latin often dominate in this case. The hypothesis and purpose of the study generate the following research questions: RQ1 – Is there an explanation for such an extensive use of Latin script in the linguistic landscapes of the Russian Federation; RQ2 – Is there a pattern in the use of Latin and Cyrillic; RQ3 – Is the prospect of more names in Cyrillic likely to be implemented. The Research Results demonstrated the fruitfulness of combining these methods in ergonimicon research, the hypothesis of the study was confirmed: RR1 – Names belonging to the native lexicon of official languages are transmitted in Cyrillic in the predominant number of cases; RR2 – For ergonyms-internationalisms, the word of the foreign language corresponding in external form and content is almost always chosen; RR3 – Еrgonyms-proper names are written in Latin more often than in Cyrillic; RR4 – Ergonyms-foreign words are represented in Latin. The obtained results led to the following conclusions and opened directions for the research (Conclusions and Directions for Future Research): CDFR1 – the hypothesis of the study should be confirmed on a larger research material; CDFR2 – the search for new approaches to nomination with an emphasis on the native lexicon is recommended; CDFR3 – the need exists for a diachronic approach to the research of linguistic landscapes of the Russian Federation; CDFR4 – the application of programming methods to the description of ergonyms with the aim to solve linguistic problems is required.

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