Мова: класичне - модерне - постмодерне

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https://ekmair.ukma.edu.ua/handle/123456789/11350

Журнал "Мова: класичне – модерне – постмодерне" є науковим рецензованим журналом відкритого доступу, що публікує статті з мовознавчої проблематики. Видання започатковане 2014 р. в Національному університеті "Києво-Могилянська академія". З 2015 р. журнал виходить раз на рік. Наукове видання зареєстроване як друкований засіб масової інформації України (Свідоцтво про державну реєстрацію друкованого ЗМІ. Серія КВ № 22672-12572Р).

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Cognitive maps of discourses of British conservative and Australian liberal political manifestos
(2021) Zernetsky, Pavlo; Kucherova, Olena
The research endeavors to study and determine the influence of cognitive maps on production of political manifestos discourse. The research has been conducted in the framework of Sociocognitive Discourse Studies. The results show that discourse cognitive structure of British Conservative Party and Australian Liberal Party manifestos is characterized by different sets of cognitive maps on the level of communicative strategies and somewhat similar sets of cognitive schemas on the level of communicative tactics. Applying the method of interpropositional semantic analysis, the communicative strategy and communicative tactic of comparison was identified in Australian Liberal Party manifesto. Despite the close affinity between political discourses of the UK and Australia, there are significant differences in patterns of information organization in online manifestos of the ruling parties to engage the community and enhance persuasion.
Colonial Routes: How Soviet Linguistic Imperialism Framed Ukrainian Literature in Translation
(2025) Odrekhivska, Iryna
Background. Translation has long been a recognized site of power and political struggle, especially in colonial and post-imperial contexts. However, the specific impact of the Soviet Union’s policy of linguistic imperialism, which used Russian as an intermediary language for dialogue with the West, has not received the critical coverage it warrants. This practice was not merely a matter of convenience; it was a deliberate strategy to filter non-Russian literatures through a hegemonic lens, effectively framing Western perceptions and serving as a tool for cultural and linguistic erasure. Purpose. The present article seeks to examine the Soviet-era translational mediation of Ukrainian literature into English via Russian, arguing that this practice reproduced colonial hierarchies and perpetuated linguistic imperialism. Contribution to the research field. The presented combination of findings provides support for the conceptual premise that indirect translation via an imperial language is a key mechanism for perpetuating linguistic violence. By interrogating the structural invisibility of Ukrainian language and identity in global literary circuits of 1950s–1970s and analyzing English translations via Russian, this paper contributes to the fields of linguistics, Ukrainian and translation studies by demonstrating how the perception of Russian as a neutral conduit in fact obscured the Soviet linguicism and rendered it unaccountable. Methods. This study employs a qualitative research approach to analyze the ideological shaping of Ukrainian literary narratives for an Anglophone audience. The research follows a two-part process. First, a corpus is compiled, after which the research proceeds with a deconstructive analysis. This analysis applies a framework of decolonial analytics and editorial studies of translation, which was developed elsewhere by the author, along with a comparative close reading of the source, intermediary, and target texts. This method is used to identify the linguistic manipulations that occur in the process of translation. Results. The article posits that indirect translation through Russian, which served as an imperial lingua franca and colonial intermediary in Soviet times, functioned as a tool of appropriation. This process "sanitized" Ukrainian texts for an Anglophone audience by filtering them through a Moscowcentered epistemic lens. In other words, by using Russian as the intermediary, the Soviet system controlled what was translated, how it was translated, and, most importantly, how Ukrainian literature was perceived internationally. The very act of forcing texts through the filter of an imperial language marginalized Ukraine’s literary identity and enforced Russian as the dominant cultural and linguistic authority. This demonstrates a form of linguistic imperialism where the translational practice itself becomes a tool for imperial erasure. Discussion. Soviet-era mediation of Ukrainian literature through Russian was a well-crafted instrument of linguistic imperialism, systematically erasing Ukrainian cultural and linguistic distinctiveness for Western audiences. In light of this, it is an academic and ethical imperative to adopt a new framework of linguistic accountability, which demands that translators, publishers, and scholars critically acknowledge and transparently account for the historical and political processes of mediation that have skewed cultural representation in post-imperial contexts. By doing so, the framework directly confronts "colonialingualism", which entrenches colonial legacies, imperial mindsets and inequitable practices in the current discourse.
Confessionality of Bible Translations
(2016) Daiber, Th.
Не раз переводы Библии разделаются под взглядом резличного вероисповедания их передодчиков. Сатья занимается проблемом доказывать вероисповедательную точку зрения переводчика в самом тексте перевода.
Conveying the symbols of Lyuba Yakimchuk's poetry, "Aapricots of Donbas", in English translatio
(2024) Kovalenko, Alona
Background. Although the translation of modern Ukrainian poetry has been widely studied, the specific challenge of conveying symbols in Lyuba Yakimchuk’s expressionistic poems has yet to be explored. Contribution to the research field. The present study raises intriguing questions about the possibility of translating symbols in poetry, especially those deeply culturally rooted. Purpose. To analyse how the author uses various symbols in her poetry, decipher their meaning and compare them with how they have been conveyed in English with some conclusions about the equivalency of the chosen options. Methods. This research applies descriptive-analytical and comparative methods, with original Ukrainian poems selected using a sampling technique. Results. The poems in Lyuba Yakimchuk’s collection "Apricots of Donbas" are written in blank verse. However, this fact does not solve the problem of conveying the form and meaning in the English translation since symbolism in her works is sometimes expressed through graphic means, such as split words and lines or phonological means (e.g., alliteration). The main peculiarity is the contextual nature of symbols, as some are related to a particular place (the author’s hometown, Pervomaisk of Luhansk Oblast) or the tragic historical events that began in the east of Ukraine in 2014. All these peculiarities make conveying such symbols in English quite challenging and allow us to conclude about partial untranslatability in some cases. Discussion. This research has shown that poems in the collection "Apricots of Donbas" by Lyuba Yakimchuk are full of vivid and memorable symbols representing her hometown Pervomaisk and her native Luhansk Oblast (apricots, coal mines, earth, water, terricones, ashtray), war (caterpillar, Yum), family and relations with them (blood, phone, cup), and symbolic colours (black, red, white). Though many symbols used in the poems are deeply related to a specific cultural and historical context, the translators mostly managed to convey their meaning in English by using such translation strategies as domestication and foreignization. Symbols tied to the phonological and morphological features of the Ukrainian language presented significant challenges, resulting in a partial loss of semantic load. Future research will explore how symbols in contemporary Ukrainian poetry written after February 24, 2022, reflect the current events in Ukraine.
Deconstructing the ‘Russian World’ Ideology: Ukrainian Public Figures’ Discourse in Times of War
(2025) Pidkuimukha, Liudmyla
Background. The "Russian world" (russkij mir) concept has become a central ideological instrument in Russia’s full-scale war against Ukraine. Promoted as a civilisational model grounded in shared language, culture, and values, it has been widely studied from geopolitical and historical perspectives. However, its discursive deconstruction by Ukrainian public figures remains underexplored. Contribution to the research field. The present study raises the possibility that Critical Discourse Analysis (CDA) can uncover how wartime political communication functions as ideological resistance. These findings help us to understand how public actors reframe a hostile ideological construct through language, and how such discourse contributes to shaping national and international narratives of war, identity, and sovereignty. Purpose. The article aims to identify and analyse strategies and lexical tools used by Ukrainian political and religious leaders to counter the "Russian world" ideology in public communication during the full-scale invasion. Methods. The study applies van Dijk’s socio-cognitive model of Critical Discourse Analysis to a corpus of statements, social media posts, interviews, and speeches produced by key Ukrainian figures between March 2022 and April 2023. Semantic strategies such as categorisation, polarisation, and lexicalisation are used as the primary analytical tools. cide. Linguistic choices, such as epithets, sensory framing, irony, and orthographic resistance (e.g., writing русский мір, русскій мір instead of російський світ), are used to delegitimise the enemy. The dual meaning of mir (peace/ world) is leveraged to highlight the ideological contradictions inherent in Russian narratives. Discussion. The findings demonstrate how language becomes a tool of symbolic resistance in wartime. Ukrainian discourse not only exposes the violent core of russkij mir but also contributes to shaping a shared moral and civilisational identity. This analysis opens new perspectives for interdisciplinary research into information warfare, political discourse, and national identity formation. Results. The analysis reveals how the "Russian world" doctrine is consistently portrayed as an ideology of violence, occupation, destruction, and genocide. Linguistic choices, such as epithets, sensory framing, irony, and orthographic resistance (e.g., writing русский мір, русскій мір instead of російський світ), are used to delegitimise the enemy. The dual meaning of mir (peace/ world) is leveraged to highlight the ideological contradictions inherent in Russian narratives. Discussion. The findings demonstrate how language becomes a tool of symbolic resistance in wartime. Ukrainian discourse not only exposes the violent core of russkij mir but also contributes to shaping a shared moral and civilisational identity. This analysis opens new perspectives for interdisciplinary research into information warfare, political discourse, and national identity formation.
Digitalized Branded Speaking Subject or New Media Consumption Culture Politics to Change Communication
(2016) Larchenko, V.
Статтю присвячено суб’єктові-мовцю, що є продуктом владних політик нових медіа в межах зміни постмодерної комунікації у її електронної та брендової складових. Цей суб’єкт водночас виступає споживачем та співстворювачем електронного продукту, тобто просюмером.
Favorite Letter: Shifts in Language Ideologies as Reflections of Overcoming Postcolonial Ambivalence in Wartime
(2025) Kobchenko, Natalia
Background. Russia’s full-scale invasion of Ukraine, besides all traumatic consequences for Ukrainian society, has led to fundamental shifts in self-awareness and self-identification of Ukrainians, and these shifts have been reflected in language ideologies. In addition to explicit changes regarding the switching of a significant percentage of Russophone Ukrainians to the Ukrainian language, there have also been profound changes concerning rethinking the role of language in constructing identity and preserving statehood. Contribution to the research field. This study serves as a case analysis examining the development of language ideologies within a postcolonial society through their expression in various textual and visual representations of a single symbol— the letter "ї", which has emerged as a symbol of the Ukrainian language and a marker of its distinctiveness. The importance and originality of this study lie in the fact that it helps us to understand the cultural and psychological shifts in society during the period of a unique historical experience: from the formal liberation from colonial dependence to the time of armed resistance to recolonization. Purpose. This study aims to analyze language ideologies of Ukrainians represented by the letter "ї" from 1991 to the present day and find out how they reflect different modes of thinking regarding colonial experience, its realization and overcoming. Methods. The research methodology is based on the theoretical framework of such interdisciplinary fields as postcolonial studies, language ideology, and critical discourse analysis. Taking into account the diversity of empirical material, in addition, certain insights of graphic linguistics, studies of linguistic landscape, and geosemiotics have been added to the research tools. Results. Until February 24, 2022, the language ideologies of Ukrainian society represented by the letter "ї" reflected a state of postcolonial ambivalence. The language ideologies of uniqueness, attitude towards the language as a national treasure, and sacralization conveyed an anticolonial mode of thinking, as they were aimed at denying Soviet narratives about inferiority, provincialism, and the unprestigious status of the Ukrainian language. Meanwhile, the ideology of femininity expressed the colonial way of thinking directly as it embodied a view of oneself from the colonizer’s perspective. The language ideologies of weakness and endangerment as a legacy of being under the control of the Russian Empire and the Soviet Union were triggered by the strong position of the Russian language in the public space. After February 24, 2022, the language ideologies of femininity, weakness, and endangerment represented by the letter "ї" have been displaced by ideologies of masculinity, strength, and resistance, broadcasting anticolonial thinking. At the same time, certain tendencies testify to the decolonization of thinking as well: 1) the attitude towards language as a national treasure (a feature of postcolonial societies) has changed to a pragmatic attitude (as a means of communication); 2) the ideology of uniqueness has not been based on the opposition to the Russian language but instead realized in a global context, which evidences a departure from the cognitive dichotomy "colonizer – colonized"; 3) the role of the Ukrainian language in constructing identity and maintaining sovereignty has transited from symbolic to practical. Discussion. In Ukraine, the process of overcoming colonialism and coloniality unfolds in a non-linear way. After formal liberation from political dependence in 1991, the period of postcolonial ambivalence, which is inherent in the coexistence of anticolonial and colonial modes of thinking, occurred. After Russia’s full-scale invasion, the process of decolonization was activated, which coincides with anticolonial resistance that is reflected in thinking as well, in particular in the transformation of linguistic ideologies.
Framing Kyivan Rus' in modern American media
(2021) Moiseyenko, Olena; Mazin, Dmytro
The article focuses on identifying and structuring the linguistic frames which are activated in relation to the representation of Kyivan Rus’ in the U.S. English media discourse. The research aimed to examine the connections between the first historically recorded East Slavonic state and present-day Ukraine. The linguistic analysis is based on the rhetorical version of framing analysis, seeking to explore the ways how the rhetorical means used by the media contribute to shaping the audience’s perceptions in specific historical and political areas.
Framing the international crimes in prosecutor's statements on the situation in Ukraine
(2024) Moiseyenko, Olena
The statement of the problem. In the context of Russian aggression, the consequences of which are the dead, refugees, deported, and destroyed cities, there is a need to exercise jurisdiction over individuals responsible for the most serious international humanitarian crimes. Linguists faced the question of researching the integrative nature of the relationship between language and inter‑national law in bringing people to justice for committing the gravest crimes. Of particular interest in this aspect is the discourse of the Prosecutor of the International Criminal Court, since the duties of the Prosecutor of the International Criminal Court include the investigation and prosecution of crimes under the jurisdiction of the International Criminal Court, namely genocide, crimes against humanity, war crimes and the crime of aggression. The purpose of the article. The article aims to investigate the rhetorical devices used to create a frame regarding international crimes in the statements of the Prosecutor of the International Criminal Court concerning the situation in Ukraine. The research methods. A frame analysis aimed at identifying rhetorical language devices in the statements of the Prosecutor of the International Criminal Court regarding the situation in Ukraine was used as a research method. Thirteen statements by Karim A. A. Khan K. S., Prosecutor of the International Criminal Court, regarding the Situation in Ukraine, presented on the official website of the International Criminal Court, were used for the analysis. The main results of the research. The study has shown that the frame that is being built in the statements of the Prosecutor of the International Criminal Court regarding international crimes committed by Russian criminals during the period of Russian aggression against Ukraine, which began in 2014, has a multi-aspect nature. The study has identified the following aspects in the frame structure: the informational aspect (informing the international community about the general progress of the investigation of crimes and issuing the warrantsof arrest against Russian criminals); the legal aspect (legal justification of the investigation of crimes and the issuance of arrest warrants against Russian criminals through reference to the Rome Statute); the communication aspect (prosecutor’s address to victims and witnesses of crimes, address to military personnel, dialogue with the international community); experiential aspect (reports about the experience of visiting crime scenes in Ukraine and communicating with crime victims). Rhetorical devices are used in the implementation of all aspects of the frame. Conclusions and perspectives. The study demonstrates the significant role of linguistic rhetorical devices in the prosecutor’s discourse. In his statements regarding the international humanitarian crimes committed by Russian aggressors in Ukraine and the issuance of arrest warrants against Russian high-ranking officials, Karim A. A. Khan KS, Prosecutor of the International Criminal Court, demonstrates a high level of rhetorical skills. In building a multi-aspect frame, the Prosecutor uses diverse rhetorical devices, including metaphor, metonymy, allusion, epithet, and rhetorical question. The rhetorical techniques used by the Prosecutor reinforce the essence of his statements: individuals who bear criminal responsibility for committing the atrocity crimes in Ukraine should be brought to justice. A further study of the prosecutor’s discourse in the trial of the International Criminal Court and the study of the prosecutor’s discourse based on the material of the situations in other regions of the world in a comparative perspective is considered promising since the International Criminal Court has experience in prosecuting war criminals.
The Grammatical Category of Time as a Means of tfe Expression of Temporal Deixis in Belarusian and English in the Comparative Aspect
(2017) Artsiomava, Volha
The article analyzes the grammatical category of time as a means of actualizing temporal deixis in Belarusian and English in typological aspect. It is revealed that the category of time represented by the verbal forms in Belarusian and English is not identical to the physical time model and has an indexical nature, where the point of reference depends on the congruence or divergence of the moment of perception and the time of the speech act. In the relative temporal model of the narrative mode of interpretation, there is a shift of the deictic personal center in the Belarusian language in contrast to the English language, where thereis a shift of personal and temporal deictic centres together.
Headlines in The Guardian editorials: the syntax and semantics of noun phrases
(2021) Pavlenko, Larysa
The Guardian editorial headline is viewed as a two-component structure punctuated with colons in which the first part names the topic and the second one provides its comment. The article examines the frequency and diversity of eight noun phrase patterns and gives structural and functional analysis of their constituents. The author studies how categorial features of nouns, adjectives, and prepositions manifest themselves on a phrase level. Three types of semantic relations between noun-noun components are defined. Two more aspects under consideration are complexity and coordination in noun phrases.
The image of a writer in nobel lectures delivered by laureates in literature
(2018) Pavlenko, Larysa
Background. A growing interest in discursive nature of Nobel lectures resulted in a number of studies which emphasize their rhetorical force to influence public opinion and to popularize ideas in different spheres of human life. Analyzing Literature Laureates’ lectures, most researchers focus on linguistic means and the personality of the Nobelist himself/herself. However, characteristics of a writer proper have not been dealt with indepth. This article maintains our previous study, which indicates a close relationship between the content component of the Nobel lecture and the laureate’ outlook; the lecture itself can be regarded as a brief but extremely powerful expression of his/her human and professional qualities. Purpose. The aim of this paper is to examine how literature laureates interpret the notion of a writer in their Nobel lectures and to identify main common themes in creating this collective image. Methods. A method of linguistic description and observation, a descriptive method, and a contextual-interpretation method were employed to analyse the sample of 17 Nobel lectures. Results. The outcomes of our study indicate that Nobel lectures are extremely powerful expression of prizewinners’ human and professional qualities. We have devised a set of five themes, namely the writer’s social duty, his/her destiny, literary background, tools, and literary outcome to describe the collective image of a writer. Within the framework of our research, literary background falls into two subthemes (literary heritage and a personal writing process); discussing the writer’s toolkit, we focus on language and words. Discussion. Our findings show that laureates develop the concept “writer” to varying degrees but all of them stress a direct interconnection between an active social position and the writer’s destiny. Further research can involve the in-depth study of a definite Nobel lecture in terms of the compositional structure and employed linguistic means.
Introduction
(2025) Kobchenko, Natalia
Postcolonial linguistics focuses on researching the language experience and language situations of countries of the Global South that gained independence from colonial rule in the 20th century. In particular, numerous studies address the language policy and language planning, language ideologies, creolizing of indigenous languages, multilingualism, language resilience and resistance, language victimization and language opportunism, the formation of linguistic theories, and standardization of native languages in former colonies. However, a large number of these processes can be observed on the European continent as well, although they have certain peculiarities. Viewing these phenomena through the lens of ‘subordinated–dominator,’ or in other words ‘colonized–colonizer’, will give us a chance to comprehend a deeper social interaction and language processes in some Eastern European countries, and in Ukraine, in particular, and to reveal the origins of current language issues. In the case of Ukraine, it has greater importance due to Russia’s full-scale invasion, as it facilitates the understanding of the anticolonial nature of this war and decolonial processes of wartime. Thus, on the one hand, postcolonial linguistics could be a useful basis to analyze languages, language practices, and language policy in countries that were not colonies in a traditional sense. On the other hand, postcolonial approaches need to enhance their methodological basis, collect and carefully consider empirical data that were not part of linguists’ focus before. This special issue aims to make a partial contribution toward filling these gaps.
Language Attitudes of Schoolchildren in Multilingual Kyiv: Results of a Sociolinguistic Study
(2025) Shevchuk-Kliuzheva, Olha; Levchuk, Pawel
Background. This paper examines the dynamics of language attitudes and informal language practices among primary schoolchildren in Kyiv – a city marked by complex post-Soviet bilingualism and emerging postcolonial ideologies. In Ukraine’s transforming sociolinguistic landscape, children’s language preferences and usage reflect how linguistic legitimacy and symbolic hierarchies are being reconfigured under the pressures of war, migration, and state-driven language policy. Contribution to the research field. The study contributes to the development of postcolonial sociolinguistics by foregrounding children’s voices as indicators of symbolic realignment in societies undergoing decolonial transitions. It demonstrates how bilingual children in Eastern Europe engage with shifting linguistic hierarchies, offering new insights into the interplay between language policy, affective positioning, and intergenerational agency. Purpose. The research aims to investigate how children aged 6 to 10 in Kyiv perceive and use Ukrainian, Russian, and English in informal, educational, and media-related domains, and how sociopolitical changes influence their language attitudes and aspirations. Methods. The study is based on an anonymous sociolinguistic survey conducted in February 2025 with 104 children from various Kyiv primary schools. The questionnaire explored domains such as family language use, peer communication, language learning motivation, language preferences, media exposure, and self-assessed linguistic competence. A descriptive and interpretive approach was applied within a child – family – society analytical framework rooted in postcolonial sociolinguistics and family language policy theory. Results. The findings reveal a bilingual environment in which Ukrainian is gaining functional and symbolic dominance, while Russian is increasingly restricted to private and emotional domains. Over half of the respondents come from mixed-language families, and 62.4 % report changed attitudes toward Russian due to the war. Ukrainian is primarily viewed as a tool for education and integration, while English emerges as the most preferred language for future development. Russian shows a decline in perceived value and literacy investment. Discussion. The results indicate a generational reordering of language legitimacy in Kyiv’s child population, where Ukrainian consolidates institutional prestige, Russian undergoes symbolic marginalization, and English rises as a marker of global aspiration. These patterns reflect deeper sociopolitical transformations in postcolonial Ukraine and point to the importance of including children’s perspectives in shaping inclusive, future-oriented language policies.
Language Ideology and Language Planning in Wartime Ukraine: Changes, Challenges, and Opportunities
(2025) Azhniuk, Bohdan
Background. War as a specific social context has a powerful influence on the linguistic consciousness and linguistic behavior of Ukrainians, affecting their cognitive activity and the resources of nominative means of the Ukrainian language. Over the period of nearly three decades since Ukrainian independence, considerable attention was paid in discussions on language policy to finding compromise solutions for granting Russian some official status. After February 24, 2022, the issue of giving the Russian language any status disappeared from the public agenda. The war has not only strengthened Ukrainian as a marker of the country’s national identity, but it also deeply influenced Ukrainians’ perceptions of the "us vs. them" opposition, and many Ukrainians who had previously communicated mainly in Russian switched to Ukrainian in an attempt to emphasize their Ukrainian national identity. Contribution to the research field. The Ukrainian language, as a symbolic marker of the nation, is associated not only with the national ethnographic heritage, but also with a certain type of political culture that distinguishes Ukraine from Russia. This finding has important implications for predicting the effects of the current language policy and for developing a language ideology that reflects not only perceptions of the current state of the language but also what it should be or what it should become in the future. Purpose. The aim of this paper is twofold: (1) to explore how beliefs about language mediate the relationship between language use and social organization in the circumstances of Russian military aggression against Ukraine, and (2) to provide an assessment of the current state and future prospects of language planning in Ukraine, particularly regarding ideological interaction among the major agents of language policy. Methods. The article applies the participant-observation method, the critical discourse analysis method, the content analysis method, and language policy documentation analysis. Results. In postcolonial societies, language ideologies are constantly constructed and re-constructed in discursive interactions at the micro and macro levels. The role of language ideology as a regulator of language behavior is particularly significant at the grassroots level, where the influence of official norms and regulations does not reach or is very weak. This allows language ideologies to perform social work. Discussion. Ideological consensus and practical cooperation among the state authorities, the mass media, the academic community, and the representatives of civil society have greatly contributed to the replacement of the assimilationist ideology of Ukrainian-Russian bilingualism with the "one nation, one language" ideology. The Ukrainian language is increasingly becoming a supraethnic as a means of communication not only for the Ukrainian ethnic group but also for a wide range of citizens of different nationalities.
Linguistic tools of persuasion in travel advertisements
(2023) Honcharuk, Olena
Background. The language of advertising in general has been widely researched since advertising became integrated in all spheres of our life. The researchers also mark the prominent role of extralinguistic elements in advertising. At the same time, the language as an important element of persuasion in tourist advertisements requires a more detailed coverage. Contribution to the research field. The present paper makes an overview of the linguistic tools of persuasion in travel advertisements. Purpose. The purpose of the present study is to analyse how linguistic tools are used to enhance the effectiveness and persuasive power of travel advertisements. Methods. The given research uses the method of description and analysis in order to identify the essential linguistic tools of persuasion in travel advertisements and to evaluate their role in enhancing the effectiveness of travel advertisements. Results. The study of travel brochures from leading tour operators based in the UK, Poland, Australia, New Zealand, the USA has shown that the language of advertising in tourism and in other spheres share a lot of common features, such as the extensive use of commendatory adjectives, frequent occurrence of metaphoric and metonymic expressions, play of words, modified forms of proverbs and sayings, comparisons. At the same time, the language of travel advertisements proper has its own specificities. The linguistic tools used in the texts of travel advertisements highlight the benefits of the advertised tour and help to create a clear image of the given destination. For this purpose, they are often complemented by additional information concerning the advertised tourist site. Discussion. The collected data demonstrate that expressive linguistic tools contribute to the overall effectiveness of travel advertisements.
Mapping Identities: Language Politics and Diversity in Ukraine
(2025) Vardanian, Maryna
Review of : Kiss, Nadiya, and Monika Wingender, editors. Contested Language Diversity in Wartime Ukraine: National Minorities, Language Biographies, and Linguistic Landscape. Ibidem-Verlag, 2025. The title of the volume Contested Language Diversity in Wartime Ukraine immediately speaks to the urgency and relevance of its content. In light of Russia’s full-scale invasion of Ukraine in 2022, questions surrounding language, identity, and power have intensified and gained new dimensions. Language has emerged not only as a cultural and communicative medium but also as a battleground for ideological and political confrontation. As language is increasingly perceived as a marker of allegiance, the shifting dynamics of linguistic practices in Ukraine call for rigorous academic investigation – an effort this volume undertakes with depth and breadth.
More than a signboard: the name of a store in the speaker’s mental lexicon
(2022) Kadochnikova, Olena
Background. Forming a system of spatial, social and cultural landmarks, each speaker consciously/unconsciously records proper names which seem important. The most significant units are remembered, and it is they that determine the general idea of the entire set of marked objects. Since the system of linguistic units in the individual mental lexicon is regulated by a great number of subjective factors, it can be assumed that the tendencies of the reflection of reality in the mental lexicon common to a group of speakers open the way to the analysis of current social stereotypes. Shop and store names are one of the groups of commercial names, therefore, by their very nature, they are maximally oriented towards reflecting positive stereotypes of large social groups. Purpose. The purpose of this article is to analyze how the names of shops and stores are reflected in the mental lexicon of the women residents of Kyiv, the capital of Ukraine, and to try to outline the connection between the proper names verbalization in speakers’ mental lexicon and their ideas about extralinguistic reality. Methods. The material for this study consists of 249 graphic variants of 160 names of clothing, footwear and food stores, collected by surveying 45 women residents of Kyiv. Descriptive, comparative, and quantitative methods were used in the research, and techniques of the structural method were occasionally involved. Results. Current store names in the capital of Ukraine create а very colorful linguistic landscape with its main feature – the predominance of foreign language components, both lexical and graphic. Among all this diversity, the speaker remembers 3 or 4 names оn average, which determine her idea of the general trends in the nomination of objects in this field and indirectly ‒ these objects themselves. The analysis of store and shop names active in the mental lexicon of Kyiv residents shows that the absolute majority of clothing and shoe stores (79 % and 81 %, respectively) are perceived by names identified with other cultural spaces. Not only the name’s origin, but primarily its graphic form is a clear indicator of belonging to some cultural space. The opposite case in the name system of grocery stores is recorded ‒ only 26 % of them were reproduced by respondents in Latin. The form in which the store or shop name is stored in the mental lexicon depends on a) the graphic code visualized on the signboard / in the advertisement and b) the sound form of the name commonly used in informal communication. The activity of the second factor directly depends on the symmetry of the sound and spelling of the barbarism name and the level of speaker’s foreign language competence. The result of the collision of different graphic codes in the speaker’s mind is mixing, which is manifested in the recording of the original form of the name from Latin to Cyrillic during memorization. Therefore, while keeping proper names in memory, speakers try to assimilate their form to the rest of the fixed units, and this often manifests itself in the transformation of the original form of proper name. Discussion. Oversaturation of Kyiv’s commercial ergonomics system with barbaric names forms a strong public stereotype about the attractiveness and progressiveness of other cultures in the consumption sphere and creates the illusion of the absence of national Ukrainian in it. Trying to master the system of store and shop names, Kyiv residents find themselves in a conflict situation: the dominant graphic code for them is the Cyrillic alphabet, while the Latin alphabet prevails in the visual space of Kyiv’s trade establishments. The way out of this situation is transformation ‒ recording of the original name with the help of a graphic system convenient for the speaker. In order to form a general idea about the reflection of the commercial proper names system in the mental lexicon of Ukrainians, it is necessary to involve in the study data from representatives of different age groups from different regions of the country.
MS 45 of Vita Constantini-Cyrilli: Politically Correct Textual Intervention
(2025) Daiber, Thomas
Saint Constantine-Cyril died in 869; shortly afterwards, and certainly before 882, the Life of Constantine-Cyril was written in Greek by an anonymous author. The original Greek text of the Life (Vita Constantini-Cyrilli, hereafter VC) appears to be lost, and we possess only a translation into Old Bulgarian that is Old Church Slavonic (hereafter OCS), which very probably originated also in the 9th century. The original Greek text of VC had been translated into OCS by means of a highly literal translation technique, and the resulting Grecisms in the OCS version made the text virtually incomprehensible to the Slavic copyists, who produced a wealth of variant readings in the OCS text. The situation is further complicated because the earliest preserved copy of VC is known only from a manuscript dated 1469, and consequently, any discussion of its content demands detailed philological analysis. In this article, we keep the philological commentary to the minimum and concentrate on a single manuscript, distinguished by its content – VC (manuscript no.45 = MS 45). The special variant readings in MS 45 are unique in the history of the textual transmission of VC and consist of substantial additions and reformulations of entire sentences. The variants did not originate from attempts to resolve linguistic difficulties in the text, as can be observed in other copies of VC, but rather the variant readings of MS 45 appear to constitute a deliberate redactional reframing of the text. The interventions in MS 45 focus exclusively on Constantine-Cyril’s Moravian mission, his invention of Slavic letters, and his role as apostle to the Slavs. The additions of MS 45 emphasize his theological and political competence and the cultural importance of his work for all Slavic countries. Ultimately, the variant readings of MS 45 connect the events of the 9th century anachronistically with features of the Muscovite culture of the 16th–17th centuries. The study polemically asks if the textual interventions in MS 45 can be viewed in the light of translation theory after its "ideological turn", which acknowledges politically motivated changes in texts.
Reading as means of communication
(2014) Qabas, Jameel Rashid
Reading is of great educational importance, as reading is a means "of communication, pe ople get information they need from books, journals, magazines, newspapers, etc. Through reading in a foreign language the pupil enriches his knowledge, of the world around him. He gets acquainted with the countries where the target language is spoken.

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