Language Play in Astana’s Ergonyms as an Information and Communication Resource of Navigation in the Linguistic Consciousness of City Residents

Abstract

This article presents the first systematic analysis of the distinctive features of Astana’s ergonyms incorporating elements of language play. Although ergonymics has been actively studied by Russian and Kazakhstani linguists, examining the ergonymic space of a Kazakhstani megapolis from this perspective makes it possible to identify specific nomination strategies of commercial entities as part of the city’s linguistic landscape.

The article reviews studies by Russian and Kazakhstani scholars devoted to the description of ergonymic space. The comparative analysis focuses on identifying similarities and differences in the functioning of ergonyms in Russian and Kazakhstani cities. The main difference lies in the degree of freedom and creativity: playful ergonyms in Russian cities demonstrate greater flexibility in model selection, whereas Kazakhstani ergonyms tend to be more stereotypical.

The research employs a descriptive method based on linguistic analysis techniques (morphemic and word-formation analysis), as well as comparative-contrastive and discourse analysis methods. One of the key features of ergonyms in Kazakhstani cities is their orientation toward multilingualism and the dominance of Russian-English and Kazakh-English bilingual models, which is determined by the specific language situation in Kazakhstan.

The ergonymic space of Astana is oriented toward a linguistic personality characterized by plurilingualism (Russian, Kazakh, and English), an orientation toward polyethnicity, and a tolerant attitude toward other cultures. The study demonstrates that ergonyms with elements of language play function as polysemantic units capable of activating mechanisms of “appropriation” of urban space in the linguistic consciousness of city residents as an emotional and psychological experience.

The analysis shows that visual and graphic devices dominate in ergonymic models. They serve both as a means of influencing the consumer’s linguistic consciousness during decision-making and as a legitimized way of adapting the onymic space to legal norms. Overall, the ergonymic space of Astana incorporating elements of language play acts as a transmitter of Kazakhstani cultural identity.

Keywords: navigation, ergonym, language play, urban onomastic space, onomastic consciousness.