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EN
The article is a continuation of reflections on the subject of the means of constructing onomastic discourse, and in particular, the means of metaphorizing and illustrating the primary subject of description in onomastics: what is a proper name? The author places her deliberations in the framework of postpositivistic philosophy, which understands the science as a textualizing practice conditioned by extrasubstantial factors, among others, the local and historically variable socio-cultural context. The authoress indicates several means of metaphorizing proper names, which can be placed in two groups: the proper name as an inanimate object and as an animate object. At the same time she shows in what way the choice of them in onomastic text is conditioned by a different means of understanding the sense of onomastics as a discipline of linguistics and of the role played by the onomast therein.
PL
Autorka przedstawia główne założenia i treści monografii naukowej Smoleń-Wawrzusiszyn Polskie dyskursy marketingu. Perspektywa lingwistyczna. Praca ta zostaje usytuowana w kontekście krytycznej analizy dyskursu i badań nad profesjolektami tzw. „nowych zawodów”. Zmiany zachodzące w obrębie tego stylu/stylów stają się indeksem zmian w społecznej i kulturowej rzeczywistości Polski po 1989 r., m.in. wzmożonych postaw i praktyk konsumenckich Polaków.
EN
The author presents the main assumptions and the content of Smoleń-Wawrzusiszyn’s monograph paper Polish marketing discourses. A linguistic perspective. This book is placed in the context of critical discourse analysis and the study of the professiolect of the so-called „new professions”. Changes taking place within the style(s) are an indicator of changes in the social and cultural reality of the post-1989 Poland, for example consumerist attitudes and practices becoming more common.
XX
The article is a fragment of the research project Names as the basis of Polish toponyms, conducted in the Department of Onomastics in the Institute of Polish Language in Kraków. It is also a continuation of the discussion on the opportunities of using the category of gender in onomastics. The aim of the text is to highlight the presence of several Christian female names in structures of Polish toponyms, to describe their frequency, chronology and popularity. The author indicates various cultural and social factors facilitating (or not) the use of such toponyms in Poland. She interprets the creation of such toponyms (especially later) as a sign of increasing presence of women in the public and institutional sphere. The interpretation framework of this anthroponymic and toponymic material includes feminist anthropology and historical anthropology (especially the history of women).
EN
The article tries to describe in what ways John Calvin is presented in texts and images in the Internet and in pop culture. The author examines private websites about John Calvin, linguistic texts, drawings, comic strips and gadgets associated with him. She indicates some functions of semiotic changes of the reformer and extra-religious contexts in which he appears. The personality of the 16th century reformer and theologian has at least two functions: in the religious context it is “a symbol of resistance” against such phenomena as consumerism and hedonism and in the context of humour and satire, the message is incompatible with orthodox religious texts.
EN
In her article the author discusses “success” – one of most important words defining the contemporary culture and people. She asks about the meaning of the word and compares its use in self-help books with the definition found in dictionaries of the Polish language. How is the contemporary “culture of success” created by those “new” meaning profiles? The first part of the analysis concerns the semantics of “success” in selected historical and modern dictionaries. K. Skowronek points out that the word has undergone the process of amelioration: from a neutral element to a positive one. The second part of the article is a narrative analysis. The author presents the semantics of the word in contemporary self-help books. She highlights its individualistic and self-disciplining character. Nowadays, success is synonymous with happiness and the meaning of life. It predominantly entails an obsessive chase while not necessarily a real achievement.
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