Linguocultural codes in ergonyms of St. Petersburg (based on the names of restaurants in St. Petersburg)

Shchukina Kira Alexandrovna PhD in Philology Associate Professor; Department of Russian Language and Teaching Methods; Saint Petersburg State University; 7-9-11 Universitetskaya Embankment, Vasileostrovsky district, Saint Petersburg, 199034, Russia k.shukina@spbu.ru

Li Shu ORCID: 0009-0002-4194-2718 Postgraduate student; Faculty of Philology; St. Petersburg State University 7-9-11 Universitetskaya Embankment, Vasileostrovsky district, Saint Petersburg, 199034, Russia st121878@student.spbu.ru

Introduction

The problem of the relationship between language and culture is one of the oldest problems, and remains relevant to this day. As the American linguist and anthropologist Edward Sepir showed in his book: "Language does not exist outside of culture, that is, outside the socially inherited set of practical skills and ideas that characterize our way of life" ^{[1, p. 183]}.

Due to the change in the scientific paradigm of linguistic research towards the anthropocentric paradigm, the interest of researchers is directed at native speakers, the person finds himself in the center of attention. Linguoculturology is a key paradigm for studying the interaction of language and culture. The linguocultural approach to the study of linguistic phenomena has become widespread in modern research.

The relevance of the research is due to the importance of describing urbanonymic vocabulary, in particular, ergonyms, from the point of view of linguoculturology. Against the background of globalization and transformation of urban spaces, commercial names are becoming a living archive of the cultural memory of the city. The city of St. Petersburg, acting as the "Northern Capital" of Russia, is famous for its rich cultural and historical heritage. As noted by V.M. Savitsky and E.V. Cherkasova, "Indeed, the surrounding world in which a person lives is presented as a symbolic multilevel structured system consisting of models or patterns and the principles according to which these models or patterns function" ^{[2, p. 4352]}. Thus, the analysis of the names of restaurants in St. Petersburg, which not only perform a commercial function, but also serve as a carrier of linguistic and cultural codes, is of particular importance.

The purpose of our research is to identify universal and unique linguistic and cultural codes in the names of restaurants in St. Petersburg.The research material was 700 names of restaurants and cafes in St. Petersburg, collected from Internet resources ^[3].

Terms

The term "ergonym" in Russian onomastics was used as the name of a business association (Podolskaya, 1988). Within the framework of the diachronic development of Russian onomastics, discussions of the term "ergonym" are reflected in the works of the following scientists: R.I. Kozlov (2000), T.A. Novozhilova (2005), A.M. Yemelyanova (2007), T.V. Shmeleva (2014), M.G. Kurbanova (2015), R.V. Razumov (2015), M.V. Zakharova-Sarovskaya (2018), I.V. Kryukova (2019) and others. In our study, the definition of A.M. Yemelyanova (2007) was adopted: "ergonym" is interpreted as a type of urbanonym denoting the names of enterprises of various functional profiles (business, commercial, cultural and sports) ^[4].

The term "code" was introduced into linguistic science by R.O. Jacobson when analyzing poetic texts, and Y.M. Lotman was the first to apply the concept of "cultural code" to the analysis of artistic works. In linguoculturology, the fundamental ideas of the "cultural code" theory were formulated by V.N. Telia, who defined the "cultural code" as a "taxonomic substratum of cultural texts" reflecting the worldview of society through a system of cultural representations ^{[5, pp. 20-21]}. V.V. Krasnykh supplemented this definition, interpreting the code as a "grid" structuring the world through cultural meanings ^{[6, p. 5]}, and later emphasized the duality of the code as a cultural phenomenon and a linguistic mechanism ^{[7, p. 172]}. V.A. Maslova considered the cultural code as a "cultural gene" acting as an intermediary between language and culture ^{[8, p. 86]}. This position is supported by V.M. Savitsky and E.A. Hashimov, who identify the cultural code as a subsystem of images that act as a mediator in the communication process ^{[9, pp. 12-13]}. S.V. Ivanova considered the "linguistic and cultural code" as a system of cultural and linguistic correspondences ^{[10, p. 80]}. V.I. Karasik understood the "linguistic and cultural code" as a sign system, the function of which is to transmit cultural values ^[11]. The terminological discussion revealed the lack of a single definition. E.V. Koroleva argued for the advantage of the term "linguistic and cultural code", emphasizing the equality of linguistic and cultural components ^[12].

According to Hua Jinmu, "Code is an important foundation for the formation of human culture and an important starting point for human cognitive activity" ^[13]. An ergonym, as a special category of urbanonym, functions as a carrier of linguistic and cultural codes and reflects information not only of a linguistic, but also of an extralinguistic nature ^[14]. Thus, the "linguistic and cultural code" in the study is understood as a modeling system encoding cultural information through linguistic and non—linguistic symbols, which makes it possible to analyze ergonyms - the names of restaurants in St. Petersburg as elements of the urban semiotic space.

Results obtained and discussion

Based on the theoretical work of V.V. Krasnykh, V.N. Telia and V.A. Maslova, we identify the following linguistic and cultural codes in the names of restaurants in St. Petersburg: anthropomorphic 193 (27.57%), gastronomic 182 (26%), topomorphic 116 (16.57%), emotional and characterological 53 (7.57%), architectural 34 (4.86%), spatial 27 (3.86%), botanical 24 (3.43%), subject 24 (3.43%), zoological 22 (3.14%), temporal 11 (1.57%), mixed 8 (1.14%), quantitative code 6 (0.86%).

As noted by Yu.L. Nikitina, the anthropomorphic code in urbanonyms is reflected in the names of persons in connection with their belonging to a certain community (professional, military, national, estate, religious) ^{[15, p. 375]}. Ergonyms — the names of restaurants in our study, as a special category of urbanonyms, contain an anthropomorphic code. In 193 St. Petersburg restaurant names, the anthropomorphic code is defined as a system of symbols within which abstract cultural features are objectified through ergonyms. Detailed nominations not only mark a space in an urban environment, but also give culture a "human attribute", which is reflected in the following examples:

1) Specific surnames — the names of restaurants associated with the anthropomorphic code reflect the deep integration of the human factor into the concept of the institution. They can be systematized by identifying four subgroups, each of which emphasizes a connection with history, culture, or personality. Within the framework of this study, the author's classification is proposed: a − Names referring to historical, cultural and artistic figures. Russian Russian Cuisine by F.M. Dostoevsky (a gastronomic quotation book of F.M. Dostoevsky's books), Frida (the name comes from Chekhov), the Gogol Restaurant (the restaurant immerses guests in the atmosphere of St. Petersburg during the time of N. V. Gogol), Chekhov (in honor of the owner of the noble cottage and the Russian writer A.P. Chekhov), Russian Cuisine by F.M. Dostoevsky (a gastronomic quotation book by F.M. Dostoevsky). Mexican artist Frida Kahlo), "Celentano" (in honor of the Italian singer Adriano Celentano), "Xander" (the name is associated with Emperor Alexander, under whom the palace "House with Lions" was built, which is part of the Four Seasons Lion Palace St. Petersburg Hotel), "Giacomo" (The restaurant was named in in memory of the Italian architect Giacomo Quarenghi, the author of the project of this building), "Al Capone" (the name comes from Al Capone — American gangster), "Janno" (the name is associated with Ivan Pushchin, his nickname is Jeannot), "HITCH" (refers to the nickname of Alfred Hitchcock — film director), etc. b − The names of the founders and owners as the basis of the brand: Palkin Restaurant (the name is associated with the creator Anisim Palkin), "Mr. Bo" (the name is formed from the initials of the last names of the chefs and co-owners of the restaurant — E. Muradov and D. Bogachev), etc. in − Chef and activist as the "face" of the restaurant: "Julia Child Bistro" (the bistro was named after Julia Child, an American culinary expert and television personality whose ironic culinary methods became legendary), "Carl and Friedrich" (the name refers to the story of brothers Carl and Friedrich Reichmuth, the sons of a pastor whose brewery project remained imperfect, but the names Carl and Friedrich as the founders of the Beer Mill have been preserved in popular memory), "Jerome" (after the French chef Jerome Laurier), "Francesco" (the name comes from chef Francesco Barbato), etc. g - literary or artistic characters: "FRANK" (named after the lover of ribs from "House of Cards" — Frank Underwood) ^[16], "Romeo's" (the main character from Shakespeare's play), "Sadko" (in honor of Rimsky-Korsakov's opera, the hero of the epics of the Novgorod cycle), "Mari Vanna" (the name is associated with the traditional female name Maria Ivanovna, Maryvanna, Mar Ivanna, and the traditional character of jokes about Vovochka and his teacher), etc.

2) A certain community — the names of restaurants formed from a certain community are presented in the following subgroups: a – connection with the profession: the restaurant "Junga" (seafood is the basis of the menu), "Bathers" (the institution is located in the building of the "Tar baths"), "Ambassador" (translated from a foreign language means "ambassador"), "Butcher&Banker" (Butcher and Banker), etc. b – a group of people based on certain characteristics: the restaurant "Severyanin" (cuisine of the northern territories), "Guests" (the name is associated with one event when the author imagined how great it would be to visit), "Bourgeois Bohemians" (the name denotes a new enlightened elite — a neologism reflecting the values of a creative society), "Tang Zhen" (the historical name of Chinese emigrants and their descendants, which reflects the cultural influence of the Tang Dynasty), "Summer residents" (a person living in a country house), "Cynic" (designation of a decadent lifestyle), etc.

3) Human activity: the restaurant "Symposium" (meaning a cheerful friendly feast and meeting, a scientific conference on a scientific issue), "Do Immigration" (translated as "let's immigrate"), "Russian Fishing" (to catch fish), "Victoria" (in honor of the victory in the war of 1812), etc.

In the names of restaurants, the characteristic linguistic and cultural code is the gastronomic code. The gastronomic code, as one of the key linguistic and cultural codes, reflects a direct or mediocre connection with food, drinks, cooking methods or ingredients of dishes. Among 700 restaurant names, this code is represented by 182 examples (26%), which underlines its importance in shaping the gastronomic identity of the establishments. The gastronomic code is implemented in the names of restaurants through:

1. Focus on specific dishes. The most common nomination strategy is a direct indication of the dish. For example, "Borscht is ready", "DeDa Khinkali" (a dish of Georgian cuisine), "Ribai", "Steak by Steak", "Pyshechka", "Bao Mochi" (Japanese cakes), "Salone pasta&bar" (Italian cuisine), "Brezel" (German pastries), "Linguini" (a type of Italian pasta), "Vinaigrette" (a cold dish of Russian cuisine), "Cheese" (cheese), "Vaffel" (Norwegian waffles), "Scallops" (a type of seafood), "I want Kharcho" (soup of Georgian cuisine), "Mi Fan" (the main dish of Chinese cuisine) and others . Detailed nominations clearly show the peculiarities of the dishes of a particular restaurant, and also relieve the psychological stress of consumers when choosing a catering establishment ^[17].

2. An indication of the cooking method. For example, "Grill Station" (cooking on coals, heat), "Stroganov Bar & Grill", "CHANG Asian Grill &Bar", "Thunder&Grill", "United Butchers Grill Bar", "McCauley Table Grill", "Smoke BBQ" (barbecue), "McCauley Barbecue", "Urban barbecue "Brazier" (barbecue), "RA Family Raw Food Cafe" (the dish is cooked without high temperatures), "Kazan Grill" (the dish is cooked on an open fire), "Barbecue City", ""Extract" (brewed beer and cider), "The Sizzle" (steaks crackle on hosper coals), etc. Such names emphasize the cooking method, among which the "grill" occupies a significant place.

3. Indication of the types of drinks. Examples include: "Wine & Water" "Pivorama" (beer), "Beer Mug", "Beer bank", "Eat Fresh" (fresh — freshly squeezed juice from fruits and vegetables), "Vino di Vino" (Vino — wine), "Vinostudia", "Tequila Boom" (cocktail based on tequila), "Cafe Claret" (Claret is the name for red Bordeaux wines), "Big Wine Freaks", (champagne), "Sparkling" (sparkling drinks), "Russian tea", "Cider and Nancy" (the name is associated with the extensive collection of ciders in the bar and refers to the title of the British film "Sid and Nancy" from 1986), etc. The direct connection of the names of restaurants with alcoholic beverages reflects the importance of wine drinking as a cultural element for residents of St. Petersburg.

4. Mention of raw materials. For example, "Let's have Meat", "Meat Head", "Flour", "TOP HOPS" (translated as the best hop — hop cones are raw materials for brewing), etc. The emphasis on raw materials serves as a marker of "gastronomic transparency," where naturalness and simplicity serve as tools for building consumer confidence.

5. Indication of the type of institution. For example, the Pelmenia restaurant (Pelmenia is a fictional state, one of the main traditions of which is cooking dumplings), Beefzavod, Humusia Zimmes (humusia means a place where hummus is served, zimmes is a sweet vegetable stew, a traditional Jewish dessert), Shashlikoff, Champaneria (an institution, where sparkling wine is served), etc.

In addition, there is a mixed use of the above five methods in the nominations: "Flour&Water", "LEO Grill & Pizza", "Vaffel & Wine", "Garland Steaks & Wine", "Cheese, Wine & Moge", "Wine & Dine", etc.

The third largest number of linguistic and cultural codes is occupied by the topomorphic code, which transmits information through geographical features — the names of mountains, rivers, streets, districts and other objects that are associated with a specific place. In particular, toponyms in the names of restaurants perform an indicative function, indicating the spatial orientation of the institution ^[18]. Examples are: a – natural objects. The restaurant "Il Lago dei Chini" (translates to "swan lake"), "Volga-Volga" (The institution is located on a motor ship plying the Neva River), "Aragvi" (associated with the Aragvi River, the symbol of Georgia), "Lesnaya Skazka" (the name comes from Babushkina Park), etc. names. The restaurant "Oh! Mumbai" (after the city of Mumbai in western India), "Ginza" (shopping mall in Tokyo — Japanese cuisine), "Moscow on Nevsky" (located opposite the Moscow railway station), "Metropol" (translated from Greek means "main in the city"), "Toscana Grill" (related with one region of Italy, Tuscany), "Bruges" (named after the famous Belgian city of Bruges), "Du Nord" (a reference to the historic Gare du Nord in Paris), and others. The restaurant "Balkan" (it features Balkan cuisine), "Nordic" (in the style of new Nordic cuisine), "Capri" (the name of the island is an indication of Italian cuisine), "Little Sicily" (island of Italy), "Old Kotlin" (Kotlin Island is Russian cuisine), etc– objects that point to specific locations. The Old Customs Restaurant (the restaurant is located in the customs building, which was built by order of Peter the Great), the Hermitage Kitchen (a wooden kitchen was previously located on the site of the current building), the Benois Farm (named after the farm that operated in Benois's Garden at the beginning of the 20th century), etc.

The emotional characterological code is a type of linguistic and cultural codes that describes the name of a restaurant through the prism of emotions, feelings and interpersonal relationships. Typical manifestations of this code are: a – explicit reflection. For example, the restaurant "Warmth" (a direct reflection of the cozy atmosphere, reminiscent of home), "Happiness" (the simplest word), "Joy's pizza" (joy), etc. In addition, sentence constructions are also found in the names of restaurants: the restaurant "I love", "Everything is good" (reflects a positive attitude to life), "Amo cucinare" (translates as "I love cooking"), "I'm Grateful For Today" (reflects a life–affirming atmosphere), etc. b is an implicit reflection. For example, the restaurant "Dans Le Noir" (translated as "in the dark", focuses on human senses), "Harvest" (harvesting conveys the abstract values of nature's gifts, gratitude and vitality), "Home Cafe" (warmth, comfort and a sense of belonging are directly conveyed through the word "Home"), "Mamahuhu" (translated from Chinese as "casually", a concept without worries), "We are on your side" (informal and open atmosphere), etc. It should be noted that the concepts of "friend", "friendship" and "brother" were widely used in the names of restaurants: the restaurant "Tres Amigos" (translated from Spanish means three friends), "Museum for friends", "The Buddy Cafe" (creating a friendly atmosphere), "My Friends Pub", "Ossu" (translated from Japanese as "hello, little brother, how are you?"), "Friendship", "Dzamiko" (translated from Georgian as "little brother", "little brother"), "brother", etc.

The architectural code of culture designates a system of signs of the material and spiritual world, which are carriers of cultural meanings. Almost any element of architecture (threshold, wall, window, oven, etc.) carries a variety of cultural meanings, many of them are associated with rituals that have survived to this day ^{[19, p. 89]}. In the names of St. Petersburg restaurants, the architectural code functions through the structural elements of buildings, the historical purpose of buildings and the style of buildings: a – structural elements of buildings. For example, the restaurant "Terrace" (the location of the institution), "Sails on the roof" (the institution is located on the highest point of the Petrogradsky district), "Las Torres" (translated from Spanish as "tower"), "Arch" (the institution is located on a real arch), etc. b – the historical purpose of buildings. The restaurant "Castle Bip" (bastion of Emperor Paul), "Summer Palace" (connected with the Summer Palace, which was built by decree of Peter the Great), etc. in – style buildings. Russian Russian Cuisine Hut (interior recreating the atmosphere of a traditional Russian hut), EZO Izakaya restaurant (a characteristic Japanese bar with affordable food and drinks), Apartment (association with a typical apartment of a resident of the USSR), LaCelletta (Italian for small room), Russian Empire (architectural style — Russian Empire), "Attic" (the interior of the establishment, stylized to match the atmosphere of the attic), etc.

Given that an architectural object does not exist in isolation, it should be analyzed in the context of spatial organization. Consequently, the linguistic and cultural codes of restaurant names include a spatial code that focuses on the relationship between objects. In the names of restaurants, the spatial code is manifested through the following ways: a – geographical location. In this regard, the spatial code differs from the topomorphic code in that the spatial code focuses on the general space, while the topomorphic code focuses on a specific geographical location. The Bellevue restaurant (translated from French means "beautiful view"), La Vue (translated as "view"), Boat (immersion in the marine atmosphere), La Mare (translated as "sea"), Boulevard (the interior is stylized as a European street), "Incity" (inside the city), etc. b is a spatial relation. "Floor 41" (the establishment is located on the 41st floor of the Leader Tower skyscraper), the Restaurant "Pio al Porto" (stands for "u Porto"), etc. The Prospekt restaurant (the restaurant recreates the atmosphere of St. Petersburg streets at the end of the 20th century), the Hayloft (recreates the atmosphere of a rustic hayloft), the Depot (the interior is stylized like a real depot), etc.

The system of ergonyms is not limited to the above codes, it actively works with biological systems, which is embodied in botanical and zoological codes. A botanical code that actualizes cultural values through flora. For example, the Birch restaurant (translated as "birch" and acts as a symbol of Russia), Osteria Betulla (also), Kukumber (translated from English as "cucumber"), The Turnip (turnip is the basis of the diet of the Slavs before the appearance of potatoes), Eggplant"(popular in the East), "Shamrock" (clover is a shamrock and also a symbol of freedom and independence), "Lale" (translated from Turkish as "tulip", which has special meanings in Turkish culture — an annual festival dedicated to tulips takes place in Istanbul), "Yumi" (translated from Chinese as "corn" and is considered as a symbol of harvest in northern China), etc. The zoological code is reflected in the following names: Grizzly restaurant (the name of American bears and is associated with American culture), Mickey & Monkeys (Mickey is a character in the American cartoon Mickey Mouse, Monkeys means a monkey), GooseGoose (images of geese on the walls of the restaurant and is associated with the Roman legend "Geese saved Rome"), "Gills" (indicating the freshness of fish), "Old Whale" (whale), etc. The existence of botanical and zoological codes in the names of restaurants testifies to the dialogue between man and culture of different countries. The ergonym as a special linguistic sign reflects the cultural heritage of the city to a certain extent ^[20].

The subject code associated with specific subjects and production activities also plays an important role. The subject code is implemented in the names of restaurants: restaurant "cork" (corks from drunk wine), "Neon" (neon signs), "Nevsky Pearl" (pearl jewel symbolizes the convenience of the establishment's location), "Apron" (staff uniforms), "Cristal" (crystal), restaurant "Troika" (it comes from an ancient Russian horse harness, a symbol of Russia), etc.

In addition to material objects, abstract concepts like time and quantity also function in restaurant names. They form a temporal and quantitative code. The temporal code is explicated in the names: the restaurant "all Seasons" (seasonal change of dishes in the institution), "Erarta" (combining the two words "era"-"time" and "arta"-"art"), "1913" (in honor of 1913 — the heyday of the Russian Empire), "Imperial" (also), "Youth" (the period of human development), "Technical Break" (a break from work), "The Time has Come", etc. The quantitative code is presented in the smallest volume in the names: "Pizza 22 centimeters" (indicating the diameter of the pizza), "14 knots" (speed in the fleet), "Uno Due Tre" (translated from Italian as "one, two, three"), etc. Numbers with additional symbolic meanings function as multifunctional semiotic signs ^[21].

It should be noted that there is a mixed code that combines elements of various linguistic and cultural codes, and is expressed explicitly: The Spices & Joys Restaurant (gastronomic + emotional-characterological code) and in implicit ways: Ivan da Marya (associated with the flower of the same name — the botanical code and also with the national holiday of Ivan Kupala — the anthropomorphic code), Russian Russians call it "Paloma" (translated into Russian as "dove" — a zoological code and the name may be associated with the name Paloma Picasso — an anthropomorphic code), "Veselidze" (taken from the street of the same name in Tbilisi — a topomorphic code and the name is also associated with the Russian verb "to have fun" — an emotional and characterological code), "Bizet" (translated from Paloma Picasso as an anthropomorphic code), "Bizet" (translated from Paloma Picasso as an anthropomorphic code), "Bizet" (translated from Paloma Picasso as an anthropomorphic code), "Bizet" (translated from Paloma Picasso as an anthropomorphic code), "Bizet" (translated from Paloma Picasso as an anthropomorphic code)." (the French word in translation means "kiss" — an emotional and characterological code and a language game with the name of the French composer and the French pastry - anthropomorphic + gastronomic), "Buterbrodsky" (the name comes from a sandwich — gastronomic code and poet Joseph Brodsky — anthropomorphic code).

Conclusion

Thus, the conducted research allows us to identify the key linguistic and cultural codes in the names of restaurants in St. Petersburg: anthropomorphic (27.57%), gastronomic (26%), topomorphic (16.57%), emotional and characterological (7.57%), architectural (4.86%), spatial (3.86%), botanical (3.43%), subject (3.43%), zoological (3.14%), temporal (1.57%), mixed (1.14%), quantitative code (0.86%). The anthropomorphic code occupies a dominant place in terms of numbers, which underlines the importance of the human factor in the restaurant nomination. It is important to note that the gastronomic code is a characteristic linguistic and cultural code in the names of restaurants, which explains the close connection with food. Linguistic and cultural codes reflect the interaction of language, culture and urban space. Ergonyms – the names of restaurants in St. Petersburg, acting as a "living archive", have the significance of research in the process of forming the semiotic space of the city.