{"id":12542,"date":"2025-02-11T15:12:53","date_gmt":"2025-02-11T13:12:53","guid":{"rendered":"https:\/\/ks.iul-nasu.org.ua\/?page_id=12542"},"modified":"2025-02-11T15:22:14","modified_gmt":"2025-02-11T13:22:14","slug":"zmina-vlasnyh-nazv-u-sferi-ukrayinskogo-biznesu-v-2022-2024-rokah","status":"publish","type":"page","link":"https:\/\/ks.iul-nasu.org.ua\/en\/vypusky-zhurnalu\/2024-2\/zbirnyk-kultura-slova-100-2024\/zmina-vlasnyh-nazv-u-sferi-ukrayinskogo-biznesu-v-2022-2024-rokah.html","title":{"rendered":"CHANGE OF PROPER NAMES IN THE UKRAINIAN BUSINESS SECTOR IN 2022\u20132024"},"content":{"rendered":" <\/p>\n

Liudmyla KRAVCHENKO,<\/strong>
\nPh.D., Docent \/ Associate Professor, Associate Professor of Department of Ukrainian Language and Applied Linguistics,
\nEducational and Scientific Institute of Philology of Taras Shevchenko National University of Kyiv;
\n14, Taras Shevchenko Blvd., Kyiv, 01601, Ukraine;
\ne-mail: l.kravchenko@knu.ua
\nORCID: https:\/\/orcid.org\/0000-0002-9043-566X<\/p>\n

Alla TYTOK,<\/strong>
\nStudent,
\nEducational and Scientific Institute of Philology of Taras Shevchenko National University of Kyiv;
\n14, Taras Shevchenko Blvd., Kyiv, 01601, Ukraine;
\ne-mail: allatytok@gmail.com
\nORCID: https:\/\/orcid.org\/0009-0007-8095-1728<\/p>\n

Heading:<\/strong> IN THE WORLD OF PROPER NAMES
\nLanguage:<\/strong> Ukrainian<\/p>\n

Abstract<\/strong>
\nThe 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.
\nThe 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.
\nNames were changed: by translating previous names (14.2% of all renamed objects: \u201c\u041d\u043e\u0441\u201d<\/em> > \u201c\u041d\u0456\u0441\u201d,<\/em> \u201c\u0411\u0430\u0440\u0445\u0430\u0442\u043d\u044b\u0435 \u0440\u0443\u0447\u043a\u0438<\/em>\u201d > \u201cSilky hands<\/em>\u201d), by adapting the former names to the norms of the Ukrainian language through phonetic and morphemic changes (4.4%: \u201c\u041c\u0430\u0448\u0435\u043d\u044c\u043a\u0430\u201d<\/em> > \u201c\u041c\u0430\u0440\u0456\u0439\u043a\u0430\u201d),<\/em> and by minimal graphic changes (the \u201cZ<\/em>\u201d symbol was changed (4.4%: \u201cZdravo\u201d<\/em> > \u201c\u0417dravo\u201d)).<\/em> But most of all, the process of renaming resulted in new titles being created (77%: \u201c\u0410\u0440\u0431\u0430\u0442\u201d<\/em> > \u201c\u041f\u0430\u043b\u044f\u043d\u0438\u0446\u044f\u201d).<\/em>
\nThe 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.
\nThe 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.
\nKey words:<\/strong> Ukrainian language, proper name, renaming, ergonym, tovaronym, chrematonym, internetonym.<\/p>\n

REFERENCES<\/strong>
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  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 […]<\/p>\n","protected":false},"author":4,"featured_media":0,"parent":12348,"menu_order":9,"comment_status":"closed","ping_status":"closed","template":"page-doi.php","meta":{"footnotes":""},"class_list":["post-12542","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/pages\/12542","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/comments?post=12542"}],"version-history":[{"count":3,"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/pages\/12542\/revisions"}],"predecessor-version":[{"id":12545,"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/pages\/12542\/revisions\/12545"}],"up":[{"embeddable":true,"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/pages\/12348"}],"wp:attachment":[{"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/media?parent=12542"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}