Language Game as a Way to Create an Attractive Urban Space (Based on the Material of Astana's Ergonyms)

Abstract

The article expolres one of the topical issues of modern linguistics – description of the ergonymic space of a modern Kazakhstani metropolis, the relevance of which is determined by two factors – the inclusion of ergonyms in various subject areas (sociology, psychology, branding), on the one hand, and the study of the "onomastic consciousness" of a metropolis resident as a way of creating an attractive onomastic space, on the other. The object of the study is ergonyms with elements of language play, which implement various mechanisms of phonetic, graphic, word-formation, morphological language play aimed at creating an ergonym, the purpose of which is to attract attention and create a positive image of a multilingual city. The theoretical and methodological basis of the study is the works of Kazakhstani and foreign scientists devoted to the description of various aspects of the linguistic landscape, onomastic space and language play as a linguistic phenomenon and a mechanism for creating names of commercial objects. The article offers a theoretical understanding of ergonymy by foreign and Kazakhstani linguists, demonstrating the effectiveness of this strategy in the onomastic space of a Kazakhstani city. The relevance of the undertaken research is determined by the fact that the subject of the study of the ergonymy of Astana was not the selected aspect of the study, which allows us to see the features of the functioning of ergonyms with elements of language play in a Kazakhstani city. The empirical material is represented by 117 ergonyms – names of commercial facilities in the capital of Kazakhstan (cafes, fast food restaurants, beauty salons, etc.), which implement various mechanisms of phonetic, graphic, word-formation, morphological language play. In addition, an attempt is made to determine the linguistic mechanisms for creating the "attractiveness" of urban space, analyzes the mechanisms of using language play in ergonyms, and describes the results of the onomastic "experience" of ergonyms as successful / unsuccessful in the linguistic consciousness of a resident of Astana. In conclusion of the article, the authors draw conclusions about the role of ergonyms of the Kazakhstani metropolis with elements of language play as a way of creating an urban space that meets the criteria of security, stability and attractiveness of a multilingual and multiethnic metropolis.

Keywords: ergonym, language play, onomastic urban space, naming, “attractiveness” of space