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From Velebit to Casablanca: (Re)Construction of Geography and Identity in the Names of Croatian Enterprises www.ssoar.info From Velebit to Casablanca: (re)construction of geography and identity in the names of Croatian enterprises Šakaja, Laura Veröffentlichungsversion / Published Version Zeitschriftenartikel / journal article Empfohlene Zitierung / Suggested Citation: Šakaja, L. (2005). From Velebit to Casablanca: (re)construction of geography and identity in the names of Croatian enterprises. Europa Regional, 13.2005(3), 123-132. https://nbn-resolving.org/urn:nbn:de:0168-ssoar-48073-3 Nutzungsbedingungen: Terms of use: Dieser Text wird unter einer Deposit-Lizenz (Keine This document is made available under Deposit Licence (No Weiterverbreitung - keine Bearbeitung) zur Verfügung gestellt. Redistribution - no modifications). We grant a non-exclusive, non- Gewährt wird ein nicht exklusives, nicht übertragbares, transferable, individual and limited right to using this document. persönliches und beschränktes Recht auf Nutzung dieses This document is solely intended for your personal, non- Dokuments. Dieses Dokument ist ausschließlich für commercial use. All of the copies of this documents must retain den persönlichen, nicht-kommerziellen Gebrauch bestimmt. all copyright information and other information regarding legal Auf sämtlichen Kopien dieses Dokuments müssen alle protection. You are not allowed to alter this document in any Urheberrechtshinweise und sonstigen Hinweise auf gesetzlichen way, to copy it for public or commercial purposes, to exhibit the Schutz beibehalten werden. Sie dürfen dieses Dokument document in public, to perform, distribute or otherwise use the nicht in irgendeiner Weise abändern, noch dürfen Sie document in public. dieses Dokument für öffentliche oder kommerzielle Zwecke By using this particular document, you accept the above-stated vervielfältigen, öffentlich ausstellen, aufführen, vertreiben oder conditions of use. anderweitig nutzen. Mit der Verwendung dieses Dokuments erkennen Sie die Nutzungsbedingungen an. From Velebit to Casablanca: (Re)construction of Geography and Identity in the Names of Croatian Enterprises LAURA ŠAKAJA Street Signboards and the Repro­ backwardness, remnants of the socialist the general meaning of proper names, in duction of Culture system, limited possibilities, boredom) their final abstraction, can be reduced to As an intersubjective reality developing (ŠAKAJA 2004). This value-judgment is myth. It is precisely in the sphere of pro- through social interaction, culture is ex- reflected in street signboards and is one per-name-words that identification occurs pressed via symbols and signs. The sys- of the marks of post-socialist transitional between names and that which they deno- tem of symbols/signs is linked to “shared culture. te; this is so characteristic of mythological space” through common heritage and ex- In Croatia, in mixed Catholic – Eas- ideas, whose traits are, on the one hand, perience; a multitude of symbols and si- tern Orthodox settings, the script used various taboos, and on the other – ritual gns, representing various group cultures in signboards will be a signal, if not of changes of self-names… Therefore myths and identities, is superimposed onto this ethnic affiliation (Croats – Latin script; and the names are directly linked by their space, producing a diversified and sophis- Serbs – Cyrillic), then at least of the nature. In a certain sense, they define ticated cultural/spatial complex. owner’s ethno-national commitment or one another: myths are personal (linked One element of this symbol network orientation. to nomination), names are mythological” is the symbolism conveyed in business Indeed, even the style of graphic ve- (LOTMAN & USPENSKIJ 1992, p. 61)1. “The signboards. Every day, while walking the hicles per se may at a glance convey a language of proper names” – according to city streets, we pass through a landscape certain world of values. In Zagreb, a LOTMAN and USPENSKIJ, “moves in a series filled with signs, each of which conveys a stone’s throw from the main square, of conscious and mutually sharply delimi- certain message to passers-by, invoking there lie two catering establishments: a tated naming and renaming acts. A new and reproducing certain values. Natu- McDonald’s restaurant and a café, K&K. name corresponds to a new state. From rally, the primary function of signboard The McDonald’s yellow and red sign the mythological point of view, transfer texts is to provide information. They tell suggests youth, modernity, dynamism, from one state to another is perceived via us if the business in question is a tourist openness. The respectable and somewhat the formula ‘And I saw a new heaven and agency, a commercial firm, a law office, old-world style of the sign and its mea- a new earth’, and at the same time it is an architectural bureau or a café. Howe- ning knjiga & kava (“book and coffee”) seen as an act of complete renaming of all ver, very few signboards solely limit suggests a world of values totally oppo- proper names” (ibidem, p. 70)2. themselves to providing such basic de- sed to the McDonald’s ethos: faithfulness Name changes during historical pe- tails – i.e. very few have an exclusively to tradition, local orientation, the dignity riods of transition provide very obvious informational function. All enterprises, of taking one’s time, contemplation and support for this theory. Value shifts in being reliant on customers, ultimately nostalgia for old Zagreb, when a café was transitional countries, or, in the words of strive to be attractive. Therefore, apart a place where people spent much time, LOTMAN and USPENSKIJ, the discovery of from merely identifying activities, each discussing matters of the day or reading. “a new heaven and a new earth”, are of- signboard includes forms of symbolism In fact, K&K has another association, ten recognisable, for example, in changes that anticipate social values, and in so also dating back to this bygone era: the of street names. Some ten years ago, the doing, adapts itself to the assumed tastes German-language abbreviation k. u. k. street name landscape in Croatia experien- and identities of consumers. (kaiserlich und königlich) was used in ced a very noticeable shift from socialist, Some cultural values are recognisab- Austro-Hungary to indicate things per- antifascist and revolutionary value mani- le even on the level of graphic vehicles, taining to the emperor and king, state festations to national ones. Street names side-traits used to produce advertising ef- and public institutions, etc. The allusion commemorating protagonists and events fects. For example, in Moscow and other or coincidence cannot be misread by an- from World War II (the Proletarian Bri- Russian cities, after the fall of the Berlin yone familiar with the history of Croatia gade, Boris Kidrič, Moše Pi�ade, the So- Wall there was an increase in the number and Zagreb during Austro-Hungary. cial Revolution, the 8th Party Congress), of signs in Latin script. Via associative or Partisan military units (the Moslavina shifts: Latin script→ the West→ Western Mythological Dimensions of Detachment, the Bjelovar Detachment, quality→ the quality of our company, Names the 6th Partisan Division, etc.) were ren- this symbolises a binary vision of Euro- Undoubtedly, the names of companies amed in honour of national artists and sci- pe, clearly typical in transitional coun- alone, as printed on signs, may be consi- entists (Lavoslav Ružička, Faust Vrančić, tries. A value dichotomy divides Europe dered very signi­fcant manifestations of Ivan Lučić and others), the old Croat no- into a good West (effectiveness, moder- culture and value systems. nism, liberalism, economic prosperity, In their article Myth, Name, Culture, excitement, order, a wide range of possi- the semioticians Jurij Lotman and Bo- 1 Translation by author bilities) and a bad East (ineffectiveness, ris Uspenskij claim: “One can say that 2 Translation by author 123 bility (princes and kings), characters from gonym is to attract clients. This aim is ergonyms – from the Croatian perspec- important Croatian novels (Diogene�, achieved through the information that tive. The research was conducted on the Đuka Begović, Marulić’s Judita, Šenoa’s they contain and the way in which it is basis of telephone directory listings for Branka, Gundulić’s Dubravka, etc.), saints presented. The information involved can all twenty one counties in Croatia (Te- (St. Leopold Mandić, St. Nikola Tavelić) be rational (indicating the object of sale, lefonski imenik Republike Hrvatske, or politicians who played major roles in the subject of sale, or the consumer of the 2002). I applied the same methodology the creation of the new Croatian state (Go- product), or it can be an advertisement. as used by Wilbour ZELINSKY in his �ko Šušak, Fran�o Tuđman). It is the very function of advertising, delimitation of vernacular regions in The main street of the town of Vuko- in fact, that constitutes the backbone North America (ZELINSKY 1980). Howe- var provides us with perhaps the most of the ergonymic semiotic field, since ver, while ZELINSKY used only regional obvious example of “matching a new it includes the key elements of separa- names, my study analysed all geogra- state with a new name”. The city fathers, tion and evaluation (ROMANOVA 1998). phic designations (toponyms) appearing in keeping with the various changes in A name must be recognisable – it must in the telephone book, including names the political situation, renamed the street invoke certain connotations or emotions. of continents, countries, socio-historical
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