Linguistic Features of the Ergonomic Space of the Central Streets of Yoshkar-Ola and Kazan

The ergonomic space of cities, being an integral part of the onomastic space, has several features and is a means of expressing the linguistic personality of nominees. The article examines the ergonomic landscape of the central streets of the cities of Yoshkar-Ola, the capital of the Republic of Mari El, and Kazan, the capital of the Republic of Tatarstan, in a comparative aspect. The relevance of studying the ergonymicons of regional cities in modern Russia is important due to the special dynamism and social processes reflected in them. Urbanonyms as names of objects of various functional profiles are an indicator of preferred languages for naming urban objects, and act as a marker of the spheres of functioning of languages in a given territory. The purpose of the article is to identify the specifics of ergonyms of Yoshkar-Ola and Kazan at the lexico-semantic level in the direct motivation/indirect motivation dichotomy. The nomination process is determined by several factors, both linguistic and linguocultural in nature. Linguistic characteristics are manifested in the lexical and semantic features of the names of various types of enterprises, which indicate the properties of the object and contains a component indicating the sign of the name. Semantic groups are identified among ergonyms with direct motivation, which are characterized by distinctive features underlying the nomination: the profile of the enterprise, the geolocation of the object, an indication of the receiver (consumer), an indication of the sender (owner of the enterprise). Names with indirect motivation contain a component that signals the sign of the object of motivation, built on trails. Being a linguistic and cultural phenomenon, ergonyms act as cultural landmarks and social priorities of the modern society of the studied Russian regions. It is revealed that the process contributing to the change of the ergonymicon of the cities of Yoshkar-Ola and Kazan is the manifestation of national identity. The most frequent generating bases of ergonyms are considered, and their thematic classifications are presented. The material consisted of 486 names of public catering enterprises, shopping and industrial centers, cultural and entertainment facilities, beauty salons, service points, travel agencies, etc., selected by field research, observation and description, which were implemented in methods of collecting, systematizing, classifying, generalizing and interpreting linguistic material using statistical analysis. The study revealed the most used sources of nominating: regional - Mari and Tatar, borrowings from Russian, Western European and Eastern languages, including the CIS countries. The most representative are ergonyms indicating national specifics and regional affiliation.