Semiotic game in modern ergonymy in the context of globalization processes

Abstract

In today’s globalizing world, business culture and mass culture have become channels for the intensive exchange of cultural experiences. In a dynamically changing reality, verbal and nonverbal signs are included in the creation of speech productions that meet the needs and demands of modern social communication. The game principle of interpretation of reality is known to have become much more active in the postmodern era. Its implementation involves the possession of various linguistic and cultural codes, a wide repertoire of signs, symbols, and texts. Currently, the game principle has an increasing impact on the creation of new ergonymy. The aim of the article is to consider the influence of globalization processes on semiotic game techniques expressed in the selection and combination of verbal and nonverbal components in the creation of Russian ergonyms. The data obtained allow us to make initial observations on the combination of international and nationally specific content in naming.