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Onomastica
|
2017
|
vol. 61
|
issue 1
15-24
EN
Proper names are a relatively stable part of the cultural landscape and cultural traditions that were shaped for decades and centuries. They reflect cultural and social development, the development of spiritual culture, ethnic conditions and relations, language and dialects. This study addresses proper names as psycholinguistic and sociolinguistic elements whose formation and behavior are connected to the onymic space as well as its users. The author presents some circumstances affecting the common cultural values of proper names from the developmental aspect. The cultural and historical value of proper names is evaluated in relation to the objects motivating the names, and their significance to the name-givers. The language competencies of the society, and the modus operandi of proper names are also taken into account in the evaluation. Such values are reflected even in the current use of proper names and the relations of the community to them. The proper name represents the human connection to the place where an individual lives, it is an expression of this relationship and thus presents a peculiar anthropological phenomenon. It is important from the bottom-up perspective of users of the proper name within a regional onymic system. This study addresses the types of changes in oykonyms influenced by political and social changes and their impact on the social value of a proper name, its functions, motivational and communication potential of unofficial historical names. The author understands the proper name as part of tradition, culture and universal human heritage.
EN
A proper noun as a nomination, identification, delimination and sociopragmatic unit acquires a specific mandate in media communication. Within this communication, proper nouns operate as a vehicle contributing to a reduction of verbal proxemics among a media product, mediator and the audience, which is created through colloquialization procedures. The reduction of proxemics is generally reflected in the media structures that are not based on visual code, considering the genetictypological aspect. From this field a proper noun transits to print in a broader concept, which is not infrequently supported by teletechnologies. In media communication, and also in the segment of serious (non-tabloid) print, we can thus observe reinforcing tendencies of spontaneity, non-officiality, familiarity, joviality, tendencies, (self-)presentation, manipulation and persuasion. All of these tendencies have not occurred in this type of print until recently, or they have been represented only in trace amounts. The aim of this paper is to synergistically outline the sources, manifestations and consequences of the activation of colloquialization of proper nouns in “the media landscape.”
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