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The article discusses current theories of and opinions on “lingvoreálie” and proposes a new approach, based on a rejection of the dominant essentialist approaches which aim to define “lingvoreálie” with respect to their intrinsic characteristics, arguing instead for a view that focuses on their role in particular communicative acts. Based on an analysis of three real-life uses of “lingvoreálie” in advertising, the article proposes to expand the theoretical concept of “lingvoreálie” to include any linguistic expression that is given the role of expressing cultural identity in a given context, i.e. in a particular communicative situation.
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The problem of identity, which was felt by every society, acquired a systematic form during the modern era. The identity of modern Europe in comparison to the Ancient culture had become the topic of reflection. Such reflections turned into the philosophy of history, particularly in German idealism (Fr. Schiller, G. W. Fr. Hegel, Fr. W. J. Schelling), through the comparison of classic epic and modern novel, and the ancient tragedy with the tragedy of Shakespeare. European identity was identified with the rationalism and individualism of “modernity”. In contrast to this, conceptions based on the neo-platonic idea of cosmos appeared. These were typical of Russian philosophy, which emphasized the idea of salvation in “sobornost” (A. S. Khomyakov) and “mystic anarchism” (Vyacheslav Ivanov). In the 20th century, the so-called Eurasianism formulated a new concept of the identity of the space originally controlled by the Russian empire, not as the place of the redemptory fulfillment of history, but identity based on the idea of the eternal movement and fight.
EN
The text is focused on Alfonso Reyes’s statement on the race question and racial prejuidice. In Hispanic America, people from different worlds, with habits and traditions that diverge, coexist. This fact does not consitute an obstacle, on the contrary, the multicultural society is considered by Alfonso Reyes to be fundamental for the cultural identity of the area. Hispanic America, in comparison with other parts of the world, adopted a more tolerant approach to the diverseness. Their knowledge based on hundreds of years of experience with cultural diversity can be a valuable source of inspiration for the European culture that felt into crisis in the twentieth century.
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