CHANGE OF PROPER NAMES IN THE UKRAINIAN BUSINESS SECTOR IN 2022–2024

Liudmyla KRAVCHENKO,
Ph.D., Docent / Associate Professor, Associate Professor of Department of Ukrainian Language and Applied Linguistics,
Educational and Scientific Institute of Philology of Taras Shevchenko National University of Kyiv;
14, Taras Shevchenko Blvd., Kyiv, 01601, Ukraine;
e-mail: l.kravchenko@knu.ua
ORCID: https://orcid.org/0000-0002-9043-566X

Alla TYTOK,
Student,
Educational and Scientific Institute of Philology of Taras Shevchenko National University of Kyiv;
14, Taras Shevchenko Blvd., Kyiv, 01601, Ukraine;
e-mail: allatytok@gmail.com
ORCID: https://orcid.org/0009-0007-8095-1728

Heading: IN THE WORLD OF PROPER NAMES
Language: Ukrainian

Abstract
The article analyzes the ways in which proper names in the food, cultural, educational and medical spheres of Ukrainian business have been changed after the large-scale Russian military invasion into Ukrainian territory. The article identifies and describes the main ways of transforming names in accordance with consumer preferences and legislative requirements.
The analysis of the collected 58 ergonyms (names of institutions and agencies), 21 chrematonyms (names of a single item), 10 tovaronyms (brand names), and 2 internetonyms (Internet onyms) showed that the changes most affected ergonyms, chrematonyms, and tovaronyms, as they are in constant contact with the consumer and have the greatest impact on them, while the renaming process affected internetonyms the least.
Names were changed: by translating previous names (14.2% of all renamed objects: “Нос” > “Ніс”, “Бархатные ручки” > “Silky hands”), by adapting the former names to the norms of the Ukrainian language through phonetic and morphemic changes (4.4%: “Машенька” > “Марійка”), and by minimal graphic changes (the “Z” symbol was changed (4.4%: “Zdravo” > “Зdravo”)). But most of all, the process of renaming resulted in new titles being created (77%: “Арбат” > “Паляниця”).
The article also traces the differences in renaming different classes of proper names. Ergonyms and tovaronyms have not lost their connection with the previous name, as minimal changes have occurred in the nomination, or the former title has been translated to create a new one. Instead, chrematonyms have changed radically, as they have been replaced by other words that now reflect completely different realities.
The public demand for renaming in the service sector increased rapidly after February 24, 2022, when business owners listened to the demands of society and began to adapt their names not only to the norms of the Ukrainian language established by law, but also to the worldview changes of the consumer audience. The desire of business owners and consumers to receive services and buy products with Ukrainian names demonstrated the high level of self-identification of Ukrainians and their easy separation from artificially created relations with the Russian cultural space. Such a step is important for Ukraine today, as it affirms our identity and focuses attention on our history and culture.
Key words: Ukrainian language, proper name, renaming, ergonym, tovaronym, chrematonym, internetonym.

REFERENCES
Azhniuk, B. (2024). Semiotic construction of public space: war and language. Azhniuk, B.M. (Ed.) Language and war: the dynamics of the language system and language policy (рр. 88–122). Kyiv (in Ukr.).
Dvořáková, Ž. (2023). Reflection of Russian-Ukrainian war in urbanonyms and in the linguistic landscape of other countries. Acta onomastica, 64/1, 22–44 (in Czech).
Karpenko, M.Yu. (2017). The Onymic Space of the Internet. Odesa (in Ukr.).
Karpenko, O.Yu. (2006). Problems of cognitive onomastics. Odesa: Astroprynt (in Ukr.).
Kravchenko, L., Petriv, Kh. (2023). Ways of renaming of modern Ukrainian villages. Restoring the former names. Acta onomastica, 64/1, 75–87 (in Eng.).
Lukash, H.P. (2011). Current issues of Ukrainian conotonymics: a monograph. Donetsk: Promin (in Ukr.).
On Supporting the Functioning of the Ukrainian Language as the State Language: 25.04.2019 № 2704-VIII. The official web-portal of the Verkhovna Rada of Ukraine. URL: https://zakon.rada.gov.ua/laws/main/2704-19#Text (accessed 16.02.2024).
On the Condemnation and Prohibition of Propaganda of Russian Imperial Policy in Ukraine and the Decolonization of Toponymy: 21.03.2023 № 3005-IX. The official web-portal of the Verkhovna Rada of Ukraine. URL: https://zakon.rada.gov.ua/laws/show/3005-20#Text (accessed 16.02.2024).
On the Prohibition of Propaganda of the Russian Nazi Totalitarian Regime, the Armed Aggression of the Russian Federation as a Terrorist State Against Ukraine, Symbols of the Military Invasion of the Russian Nazi Totalitarian Regime in Ukraine: 22.05.2022 № 2265-IX. The official web-portal of the Verkhovna Rada of Ukraine. URL: https://zakon.rada.gov.ua/laws/show/2265-20#Text (accessed 16.02.2024).
Opanasyk, M. The deZetization of the pizzeria took place in Rivne. Radio Trek. April 29, 2022. URL: https://radiotrek.rv.ua/news/pershiy-pishov-u-rivnomu-vidbulasya-dezetizaciya-piceriyi-foto_287716.html (accessed 28.02.2024).
Poliuha, L.M. (2008). Dictionary of Ukrainian morphemes. Lviv (in Ukr.).
Torchynskyi, M.M. (2008). The structure of the nominal space of the Ukrainian language. Khmelnytskyi (in Ukr.).
Tytok, A.V., Kravchenko, L.O. (2024). Ways of Changing Proper Names in the Service Sector. XXI Century Philology: New Research and Prospects: Abstracts of the All-Ukrainian Scientific Readings with the Participation of Young Scientists (Kyiv, April 11–12, 2024) (рр. 97–99) (in Ukr.).