LINGUISTIC CREATIONS OF GASTRO DIPLOMACY IN THE DISCOURSE OF CREATIVE ECONOMY

Abstract

The article attempts to argue the importance of understanding the use of gastro diplomacy as a new driving force for economic development in the creative economy and the experience economy and, accordingly, signs of “cuisine” in the economic picture of the world. Allusions to the novel by Francois Rabelais “Gargantua and Pantagruel” and the research of M.M. Bakhtin awaken the comprehension of linguistic freedom of gastroeconomic discourse. Examples of English-language gastronomic chronos in economic discourse, presented in compound linguistic nominations and considered in a socio-economic context, confirm that metaphorization enriches the economic language and enhances its authenticity. There is no doubt that studying the metaphor of the gastro diplomacy language in nominating the precedents of economic history broadens not only linguistic, but also professional horizons and fosters the professional culture of future economists. This is most clearly manifested in the terminological “cuisine” of finance and flavor characteristics of the economy featured in Englishlanguage media sources. The author also proposes to consider the translinguistic approach to describing the specific functioning of words in the gastroeconomic discourse and dares argue that economists l expropriate sweet products that have become popular brands in the description of economic laws with ease. Metaphors, originally tracing back to the gastronomic communicative space, are freely transposed into economic discourse these days.