The paper outlines the conceptualization of language cultivation from the perspective of so-called ontological “socialism”. In the first part, it briefly describes this conceptualization, concentrating on its central, most relevant aspects (concepts of intersubjectivity, common knowledge and normativity of language). In the second part, it deals with its selected implications for the subject field of language cultivation, in particular with regard to the phenomenon of language correctness. In the final, third part, the paper tentatively proposes the contours of a research program that would be useful to establish in light of these implications.
The paper deals with the Russian Cyrillic character ⟨ё⟩, which stands for the sound [ʲo]/[jo], and its transcription into Czech. This character is used only facultatively and is usually replaced by the Cyrillic character ⟨е⟩. This causes potentially troublesome homography since the character ⟨е⟩ could stand either for [ʲo]/[jo] (⟨е⟩ replacing ⟨ё⟩) or for [ʲe]/[je] (the “usual” ⟨е⟩). The paper investigates how chosen Russian surnames containing this facultative character (Потёмкин, Рублёв etc.) are transcribed into the Czech Latin alphabet and discusses the reasons for transcribing it into Czech (“appropriately”) as ⟨o⟩, ⟨jo⟩ or (“inappropriately”) as ⟨e⟩, ⟨je⟩, ⟨ě⟩.
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