From Velebit to Casablanca: (Re)Construction of Geography and Identity in the Names of Croatian Enterprises

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From Velebit to Casablanca: (re)construction of geography and identity in the names of Croatian enterprises Šakaja, Laura

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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

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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). “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). 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 Pijade, 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- Translation by author bilities) and a bad East (ineffectiveness, ris Uspenskij claim: “One can say that 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 (Diogeneš, 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 jko Šušak, Franjo 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 six times during the 20th century. First it Companies do not so much embed their spatial entities, regions, towns, rivers, bore the name of the Austro-Hungarian own outlook in such names, as much as oceans, etc. emperor Franz Joseph. Later, it was ren- their views on values present in the envi- From the first, it was apparent that amed after the first Yugoslav king, Petar ronment in which they operate. “… the not all geographic ergonyms function I, and then after his son, the second Yu- namers, consciously or otherwise, select as indicators of “popular geography”. goslav king, Aleksandar. During World names with which their clientele can em- Some of them have a purely descriptive War II, it carried the name of the Ustashi pathize and which should help assure the function; others are the result of politi- leader Ante Pavelić. In the post-war pe- success of the enterprise in so far as they cal decisions. Such names have no sym- riod, it was renamed after the commu- reflect the inner feelings or aspirations bolic significance – they do not express nist leader, Marshal Tito, and finally, of the local population” (Zelinsky 1980, self-identity, an awareness of belonging following Croatian independence, it p. 7). Consumers, therefore, participate to some region or a specific image of received the name of the country’s first (Crang 2001) in the naming process. the world. For this reason, they bear no president, Franjo Tuđman. Throughout Thus, a common system of values and relevance in a study of “symbolic geo- all these changes, however, one thing did symbols, a common culture, is built into graphy”. Hence, I have excluded from remain constant: political and ideologi- the names of enterprises and is further the analysis all names that do not have a cal prestige – i.e. the high status of state reproduced in them. symbolic dimension. Where exactly can leaders had to correspond to the high sta- From among the multitude of words we draw the line between ergonyms that tus of the town’s main street. that convey symbolic content, ergonyms should be included in the analyses and New geographies usually correspond often utilise geographic designations. those that should be excluded? It could to new states (i.e. situations). We can re The frequency with which some geogra- perhaps be illustrated by comparing the cognise such new geographies in street phic designations are used in ergonyms is ergonym of the automobile-distributor landscapes. For example, in Zagreb at an indicator of imaginative mapping. In “Renault-Croatia”, with that of the bake- the beginning of the 1990s, references to other words, the use of toponyms in ergo- ry named “Croatia” and of the pizzeria the Federal Republic of Germany and the nyms tells us which geographic areas and called “Roma”. The first mentioned na Vatican began to appear in street names, locations serve as the main frameworks me is a formal description indicating the while Belgrade and Moscow withdrew. and landmarks on the imaginative map of location of a foreign firm’s branch-office both the near and distant world and which and a formal transfer to Croatia of a name Ergonyms as Elements of Informal of them fall into the obscure regions of given outside the country. The other two Geography ignorance and indifference. Hence, geo- are an act of creativity on the part of a Whereas the naming and renaming of graphic ergonyms can be defined as ele- domestic name-giver (usually owner). In streets is a question involving official ments of informal geography, or – using ideology and political decisions, the na- John Kirkland Wright’s term – as ele- These include: 1) All ergonyms in which the geo- ming of firms and companies is a matter ments of the “peripheral zone of geogra- graphic designation has a purely descriptive function, such as a) names indicating the immediate locations of pertaining to intersubjective communi- phical knowledge” (Wright 1947). Spati- the firms (e.g. Karlovac Sports Society, Split Bus Termi- cation and is based on decisions made al relations that we can reconstruct on the nal, Elementary School Banova Jaruga); b) Names of by common people. Ergonyms are in- basis of ergonyms do not correspond to branch-offices or subsidiaries indicating the countries (or cities) where these firms carry out their business, dicators of a society’s popular cultural relations in the real world, but they cer- or where their head offices are located (e.g. Renault symbolism, and this paper will focus pri tainly conform to world visions within the Croatia, Wiener Städtische Insurance); c) National professional associations (e.g. the Croatian Society of marily on them. communities in which the ergonyms are Fine Arts); 2) All names of state companies deriving According to the dictionary defini- formed. Such maps tell us which locations from political decisions and not from the free choice of tion: “ergonyms are names of business a given society considers “favourable”, individuals or groups (e.g. Croatian Railroads, Croatian Forests, Croatian Postal Service, etc.); 3) Branch-offices associations, companies, firms, societies meaning those that may be employed to (e.g. Međimurje Bank has many subsidiaries in vari- and other organisations” (Podol’skaja attract clients, and also which areas or re- ous places, but only the head office in the region of Međimurje was taken into consideration); 4) Ergonyms 1988, p. 151) . The basic aim of an er- gions are best left unsaid, since they have that only sound like geographic designations, but no power in invoking empathy. actually derive from personal names or abbreviations (e.g. a workshop called “Paris” after the owner’s sur- The aim of this study is to analyse the name Paris, or RIO, the abbreviation for Riječka indus- Translation by author imaginative world picture expressed in trija odjeće – Rijeka Clothing Industry).

124 Europa Regional 13(2005)3 one we can recognise an idea of patri- description the culture builds its own ide- The former can be seen in Istria (Figure otism, in another an image of Italy and al self-portrait, reduced, structured and 1). Judging in terms of ergonyms, Istrian Italianess which includes the world-wide organised (Lotman 2000, pp. 564 - 566). identity is the most strongly expressed cliché on pasta and pizza as elements of This self-model (the organised image of regional identity in Croatia (as it is il- Italian culture. own culture) leads to a reinforcing of lustrated by both the absolute number of After filtering out such names, 2,607 the system and of its distinctiveness. We ergonyms and their location quotient in geographic ergonyms were found in the speak, thus, about the “individuality of relation to the population of the region) telephone directory. Almost two thirds culture”, cultural identity (Veršić 2004, (ibidem: p. 37). Istria’s specific historical of them refer to Croatian inner-territorial pp. 123 - 125; Užarević 1990, p. 16). Ge- trajectory, relatively recent unification areas (the state, regions, natural elements ographical ergonyms, as a form of self- with Croatia, significant Italian language and cities). Could homeland-bound geo- descriptive expression, participate in the presence (which eight per cent of all graphic references in ergonyms be, seen constant reestablishment of culture and Istrians claim as their mother tongue), as manifestations of territorial affiliati- identity. Self-designation by toponyms is all along with a higher level of economic on and identity? I will highlight briefly a self-identification via the spatial sym- prosperity, obviously stimulates a fee two theoretical positions which provide bolic order. ling of regional specificity. Istria appears a foundation for a positive answer to this to be the most compact region in Croatia question. Regional and National Ergonyms with regard to feelings of regional affi- First, this would be Niklas Luhmann’s The greatest proportion of names refer liation among its inhabitants: Istrian er- theoretical notion of autoreference and to Croatian regional entities. Therefore I gonyms are found in 69 per cent of all reflection. From Luhman’s point of view will start with them. Istrian towns and municipalities. This the way the system establishes itself is Although – as all geographers know compactness is also displayed by the fact by way of reflection or, in other words, – regions can be defined in many dif- that, outside of Istria, in other Croatian self-description, self-designation (Luh- ferent ways, in this paper Paul Claval’s landscapes, signboards with Istrian erg- mann 2001, pp. 268 - 278). Despite their definition will be applied, according to onyms are very rare, mostly occurring in heterogeneity, systems tend to detach which they are “spatial structures which areas bordering Istria. When one consi- themselves from the outside world. Self- are smaller in area than the State, which ders Istrian-orientated politicians insis- description is a mean of setting bounda- possess certain individuality, and which tence on the separation of Istria into a ries in regard to the outside world. Dra- are considered an entity either by the political-administrative region, and that wing boundaries implies differentiation people who live there or by outside ob this aspiration has been criticized se- between the one’s own and another servers” (Claval, in Beaujeu-Garnier verely by successive central government identity. “It is not by way of the notion 1976, p. 87). Thus, the existence of regi- authorities, one might be tempted to pose of essence of a system, but by way of the ons implies regional self-awareness. The the question: do compact regional identi- process of a particular, first of all, regio- use of regional designations in ergonyms ties, such as the Istrian case, potentially nal specification that the individuality of does not just mean regional self-identifi- lead to conflict situations? systems is achieved” (Luhmann 2001, p. cation on the part of the namers. Authors A complete contrast to the Istrian 270). Reflection, states Luhmann, is not of regional ergonyms invoke regional example is the distribution of ergonyms about integrality (simple production of affiliations to their communities as they with the name Dalmacija, i.e. Dalmatia, unity), but about identity. The procedure see them, thereby hoping to instill trust or a variant of it (Dalmatinski, Dalma- of self-designation requires collective based on community awareness and a ti, Dalmatinac, Dalmatino, etc.) (Figure action, but it is simple and common. feeling of belonging to the same entity. 1). These are the second most numerous In the classical world Greeks, argues In Croatia, regional ergonyms account regional ergonyms in Croatia. Unlike Luhmann, called themselves Greeks to for thirty five per cent of all geographic Istrian ergonyms, Dalmatian ones are differ themselves from barbarians (ibi- ergonyms, with the mosaic of regional widely diffused. Within Dalmatia itself, dem, p. 275). In today’s world, as in the orientations being truly rich. The total of they can be found in only 26 per cent of past, social systems establish themselves twenty seven regional ergonyms, twenty the towns and municipalities, many of through various forms of reflection. Refe- four of which are most prevalent in their them lying outside this region. The best rences to the homeland in the names of en- own localities, reveals the extent of the example is Zagreb, where the ergonym terprises (firms) are undoubtedly among problems facing the central government Dalmacija appears in the names of many them, for homeland-bound geographical of the Republic of Croatia, which is pre- firms and catering establishments. Thus, ergonyms are, in another words, self-de- sently working on a new plan to create it is with good reason that Zagreb – alt- scriptions expressed in spatial terms. territorial-administrative divisions. Eve- hough situated far to the north – is often Similar to Luhman’s claims are the ry proposal to increase the size of admi- in jest labelled “the capital of Dalmatia”. theoretical stances on the importance nistrative regions encounters resistance, Bearing in mind that Dalmatia is a tra- of self-description developed in the fra- and is regarded as coercion and an att- ditionally major emigration area, then mework of the Tartu/Moscow semiotic empt to “depersonalise” the country. it becomes obvious that ergonyms have school. One of its founders, Jurij Lotman Specific details on the distribution of followed migration flows. Migration, sees self-description as a culture’s creati- regional ergonyms (published in: Šakaja combined with the feeling that Yi-Fu on of its own model. At the basis of self- 2003), are not touched upon for the pur- Tuan defined as topophilia (Tuan 1961), poses of this paper, so farther comments as well as nostalgia for former home re- are limited to two polar types of ergo- gions, have led to attempts at recreating Translation by author nym distribution: compact and diffused. lost homelands in new places. Ergonyms

125 ��

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Fig. 1: Concentrated and dispersed distribution of regional ergonyms in Croatia Source: Telefonski imenik Republike Hrvatske 2002. (Croatian Telephone Directory), HT - Hrvatske telekomunikacije, CD ROM. are clearly a part of this process and their ergonyms from both regions serve as re- rent that regional identity is more wide- relocation can therefore be defined as gional markers. All this serves to under- ly pronounced than national identity, at part of the process of relocating culture. line the major problem in regionalisati- least as far as ergonyms are concerned. Among regional ergonyms there exists on: even though the existence of regions Indeed, references to Croatia in ergo- another phenomenon – the use of histo- may be incontestable, determining their nyms are three times less frequent than rical toponyms as regional designations. borders will always be open to question. regional terms. (It should be taken much The most interesting aspect of this practi- Despite expectations that in a recently more into concideration that state organi- ce is the application of old and proud independent and proud country such as sations were excluded from the analysis.) historical names to smaller geographic Croatia there would be many ergonyms Even more interesting is the fact that the areas. The names of once large spatial indicating the Croatian name it is appa- country’s name appears five times more entities have survived only as myths and frequently in its foreign form – Croatia - relicts, having been limited to the context than in its native form – Hrvatska (Photo of much smaller areas. One such examp- 1). Evidently, national self-identification le is Liburnia, a name derived from the remains reserved for expressions of pri- Liburnians, a people once subjugated by de and foreign display, while on a dome- the Romans. In Roman times, this topo stic level, self-identification is reduced to nym was applied to a large area between regional level – self-demarcation in rela- the Krka (Titius) and Raša (Arsia) rivers. tion to one’s peers. Today, however, it is confined to a small How do regional feelings fit into the area in the north-east of the Istrian penin- national sentiments? In many Croatian sula. The same applies to Vinodol – once regions with strong regional identities a influential feudal estate with thirteen (like Istria, for example) a relatively high communes, but now just a small territory concentration of general national ergo- withdrawn into the mountains of the Cro- nyms can also be found. Therefore, erg- atian Maritime region. Both processes are onyms confirm what we already know to plainly shown by ergonyms. be true: regional attachment and identity Our study has shown that in cases do not threaten national integrity. where regions are encapsulated into one another, like Russian dolls – smaller ones Geopiety in Ergonyms into larger ones, and so on, then ergo- Photo 1: Bakery “Croatia” Love towards a certain territory is ex- nyms likewise overlap. In border areas, Photo: Šakaja 2005 pressed, among other ways, through senti-

126 Europa Regional 13(2005)3 mental attachment to its natural qualities, Danube continues downstream into Ser- “Fay of all Croats” – became a symbol that is to say through geopiety (the term bia, and that a portion of it delimitates for expressing Croat identity. After the geopiety was coined by J. K. Wright and the state border between Croatia and Yugoslav authorities crushed the Croa- today designates “sentiments of human Serbia, this ergonymic void clearly cor- tian Spring, the song was outlawed and attachment to elemental space (telluric, responds to an attempt to cut ties with only sung in secrecy, for fear of ending aquatic, etc.)” (Cosgrove 1994, p. 227). a country that in the recent past was an up in prison. The mythology of Velebit, Geopiety, it seems, is characteristic of all enemy. Nevertheless, the ergonym Dun- enhanced by such clandestinity, transfor- communities – be they local or national. av can be found in other parts of Croatia med the mountain range into something It is expressed in the lyrics and even the (Crikvenica, Orahovica, Zagreb, Sisak), much more than just a mountain range. very title of the Croatian national an- located far from the Danubian border Precisely for this reason, the name “Ve- them Lijepa naša domovina (Our Beau- and far from the banks of the Danube. lebit” in ergonyms has very high axiolo- tiful Homeland). Of its sixteen verses Evidently the name has less traumatic gical status. Apart from semantics such seven refer to the beauty of Croatia: its symbolism in such areas, indicating that as high, great, prominent – which are ty- mountains and plains, the sea, fields and the meaning of ergonyms is spatially va- pical for all ergonyms referring to moun forests. riable; in other words, the semantics of tains – the ergonym Velebit also contains The most frequent natural trait of a name is sensitive to socio-geographic a very recognisable national component Croatia mentioned in ergonyms is its differences. as the geopiety it expresses extends to sea: fifteen per cent of all geographic The most frequently mentioned the “greater homeland”, or the state as a ergonyms refer to the sea. It is interes- mountain range in ergonyms is Velebit. whole. ting, however, that just as in the Croatia/ However, sixty per cent of all ergonyms In contrast, the majority of Croati- Hrvatska example, the sea that bathes with this name are found outside of the an ergonyms referring to natural fea- Croatia’s shores is almost twice more Velebit area. The designation “Velebit” is tures are altogether simpler, being mere frequently denoted by variants of its fo- used in a wide variety of activities: from names of lesser mountains, lesser rivers reign name – Adriatic, Adria, etc, than maritime associations to bowling clubs, and streams. Hence, any geopiety invo- by its domestic name – Jadran. These from business and apartment buildings to ked through them is much more intimate, references are very often transmitted via journals, from talent clubs to pizzerias. It focusing purely on the “little homeland”, foreign sintagmas: e.g. Adria Agent, Ad- is very often to be found in the sintag- the home place. ria Communication, Adria Dent, Adria ma “Vila Velebita”, the Fay of Velebit. Tours, Adria Travel, Blue Adriatic, etc. Although the peaks of Velebit are not Europe, the Mediterranean, the The development of Croatian tourism, the highest in Croatia, it seems that the Balkans in which the Adriatic coast was promo- name and ergonym Velebit does contain Europe, the Mediterranean, the Balkans ted as the major attraction, evidently a highly expressive mythological compo- – these are three possible terms for Croa- paved the way for a commercialisation nent. This is partially due to the position tian identification. But how does Croatia of the sea. Thus, a parallel reorienta- of the mountain range, which, as a triplex like to define itself? The answer is plain- tion is easily traced: as the maritime confinium, is a point of conjunction (or ly shown by ergonyms: Europe is menti- population shifted from fishing to the division) between North-West, Central oned in 358 examples, the Mediterranean tourist industry, references in ergo- and South Croatia. Since during much in 31 and the Balkans in 3 (see Table). nyms correspondingly changed from of its history Croatia was a much divided In first place, Europe symbolises pre- the native Jadran to foreign forms that country, even to this day Croats are very stige and high quality (not least in terms international tourists could more easily responsive to the notion of national uni- of products and services); Croatia strives recognise – Adriatic, etc. ty. for European acceptance and is orien- Besides the sea, the most frequent na- Apart from its geographical position, ted towards it. Consequently, it is quite tural features in ergonyms are rivers and literary works and political events have a safe name for any firm or company. mountains (six and four per cent of all also contributed to the mythology of Ergonyms with the element Europa are geographic ergonyms). Three rivers have Velebit. In 1873, the poet Danilo Medić present throughout Croatia, especially in particular importance for Croatia and composed the song “Vila Velebita” in large cities and other urban centres, and are mentioned in the national anthem: which he depicted the imaginary Vele- most frequently in the names of enter- “Flow Drava, Flow Sava and also you, bit Fay as the “Fay of all Croats”, and in prises associated with modern technolo- Danube, do not falter ...” These are the doing so turned Velebit into a source of gies. largest rivers that run through Croatian national inspiration. During the period The ergonym Mediteran presuppo- territory. The Sava and the Drava also of Socialist Yugoslavia (1945 - 1991), ses empathy, an awareness of a common achieve their greatest lengths in Croatia when uniformity was imposed instead mentality and a common way of life. It and the relatively frequent use of their of particularism, Yugoslavism instead of appears almost exclusively in the mari- names in ergonyms in settlements lo- Croat identity, and when all expressions time part of Croatia, which can be iden- cated on their shores reveals their great of national specificities were deemed un- tified as Mediterranean. (practical and sentimental) importance desirable, the melody of “Vila Velebita” The term Balkan (The Balkans) is for these areas. The ergonym Dunav, i.e. became one of the symbols of the nati- now thoroughly out of favour and has Danube, judging from all indications, onally oriented Croatian student move- practically disappeared from all sign- conveys a different symbolism. It is very ment in 1971 – known as the “the Cro- boards since Croatia gained indepen- rarely found in settlements on the banks atian Spring”. Singing the song – with dence. The name-change of the largest of this river. In view of the fact that the the sintagmas “pride of our people”, cinema in Zagreb – from Kino Balkan

127 Area covered by Number of The most frequent toponyms in Roma (8) ergonyms ergonyms ergonyms Etna (7) Inner-territorial space Venice (5) Home regions 912 Naples (5) Istria (177) Padua (5) Dalmatia (155) Brazil 14 Slavonia (118) Rio (11) Međimurje (71) Monaco 15 Zagorje (63) Monaco (10) Kvarner (41), etc. Monte Carlo (5) Croatia as a 233 whole Austria 11 Croatia/Hrvatska (195/38) Vienna (9) Homeland’s 658 elemental space France 9 Adriatic/Jadran (251/136) Paris (6)

Drava (24) Germany 9

Sava (23) Bavaria (5)

Velebit (22) Bosnia and 8 Herzegovina Učka (10) Bosnia (3) Biokovo (10), etc. China 6 Homeland’s 87 urban areas China (4) Zagreb (17) Argentina 5

Dubrovnik (15), etc. Argentina (5)

Total: 1890 Morocco 5

Broader cultural affiliations* Casablanca (5)

Europe 358 Europe (358) Cuba 4

Mediterranean 31 Mediterranean (31) Havana (4)

The Balkans 3 The Balkans (3) Countries 45 with 3 and Total: 392 less ergonyms referring to them The external world Total: 274 Foreign countries by number of ergonyms referring to them Other references: oceans (their cities, places, natural features ) (Atlantic, Pacific) undefined USA 76 regions (Iliria, 51 Hollywood (11) Arabia, Orient, West), fictitious Texas (6) lands (El Dorado, Atlantida) Florida (6)

Italy 67 Total: 51

Italy/Italian (22) Subtotal: 2607 Tab. 1: Areal representation in Croatian�� ergonyms * Only three generel toponyms (Europe, the Mediterranean, the Balkans) are included in this section. All ohter, more specific, toponyms concerning Europe and its countries are included into selection The external world. to Kino Europa, symbolises the shift taurants serving grilled food – hence “Favourable Places” in the World in the geopolitical orientation of the the “Balkan-Grill” is the last bastion of According to Jurij Lotman, “geographic new state. Today the term Balkan re- resistance on the departure route from space, due to its asymmetry and its close mains only in the names of three res- the Balkans. ties with the general image of the world

128 Europa Regional 13(2005)3 … is an area of semiotic modelling … Geography very easily turns into symbolism” (Lotman 2000, p. 303). We have already had an opportunity to see how geographic ergonyms confirm this thesis. The way that culture semiotically envisions space will be shown here additionally by examples of ergonyms that include names of foreign countries, foreign cities, or generally refer to the external world. All cultures divide the world into an internal space (“ours”) and an external one (“theirs”). Although various cultures interpret this distinction in different ways, taken per se, it is universal (see Lotman 2000, p. 257). Distinguishing “our” world from the “foreign” world in post-modern post-colonial discourses has, for the most part, boiled down to studying xenophobia, the colouring of “Others” in various shades of darkness. Ergonyms, however, reveal a totally dif- Photo 2: Café “Little Venice” in the heart of Zagreb Photo: Šakaja 2005 ferent semiotic picture of the dichotomy between “our world” and “foreignness”. world, upon absorption into the internal USA (Table). This is probably a direct Ergonyms are a part of advertising. one, receives a new structure. Only those repercussion of omnipresence of Ameri- By their very nature, they must be at- external elements that we consider inte- can films and media, as revealed by the tractive. Hence, the world revealed in the resting, or that appeal to us for whatever fact that the most common American er- landscape of ergonyms is a filtered one. reason, may become part of our own cul- gonym is Hollywood. The second most tural landscape (Figure 2). common American ergonym, Texas, Ergonyms containing foreign loca- most likely also reflects the popularity �� tions most frequently refer to catering of American films, in this case, cowboy �� establishments, followed by boutiques westerns. However, the semiotic sphere �� (although sometimes foreign places also of Texas encompasses an additional �� appear in the names of tourist agencies, meaning: Texas is mischievously favou- �� video rentals, hairdressing salons, im- rable. Motion picture Texas is an area of �� port-export companies, etc.). In cases of lawlessness. So while Texas, like many �� former, the name bids you to take a short other far-away locations, symbolises a rest in a “different place” (coffee shops break from the daily routine, it also im- and café-bars called “Florida”, “Mia- plies mischievous break: an escape from mi”, “Capri”, “Payton Dream”, Napoli convention, social structure and orderli- �� = “Naples”, Mali Pariz = “Little Paris”, ness. �� Mala Venecija” = “Little Venice”, etc.) Among other American ergonyms (Photo 2); in the latter, an ergonym is can be found references to New York and urging the customer to be “different”, its central areas: Madison Avenue – as- i.e. modern and beautiful (via boutiques sociated with a “parade of expense and �� with names such as “Madison”, Pariz pretence” and “chic shopping opportuni- �� = “Paris”, Venecija = “Venice”, “Monte ties” (Sinclair 2000, p. 72 - 73), and ex- Fig. 2: Number of ergonyms referring to Carlo Shop”, etc.). citing Manhattan and Broadway. Other foreign countries by continents So how is this different “favourable American ergonyms include Vegas – the Source: Telefonski imenik Republike Hrvatske 2002. world” structured in the landscape of gambling town, sunny Miami and Ha- (Croatian Telephone Directory), HT-Hrvatske telekomunikacije, CD ROM Croatian ergonyms? waii, Memphis, Nashville and Dixieland As a rule, it is cities that make up – packed with musical symbolism, Pay- The only things passing through external the framework of this imaginative erg- ton – another film symbol, and so on. It borders – through the cultural membra- onymic world map; names of countries should be noted that North America on ne – are those appealing to the namer or their provinces appear much less fre- this ergonymic map has been reduced to or things that he or she estimates could quently. Cities are obviously more recog- the US with Canada remaining in total attract customers. Thus, the external nisable, more concrete and hence make obscurity (the only ergonym which part- better landmarks. ly refers to Canada is Niagara). Among ergonyms of this type, the A second focal area in the Croatian Translation by author greatest number involves places in the imaginative world map, judging from

129 ergonymic evidence, is Italy. Ergonyms linked to stereotypes such as: “a lot of owned by Chinese businessmen (China mention the country itself, its cities and money”, “luxury”, “glamour”, “splend- House, China Garden, China Star, China natural features: Rome, Venice, Rimini, our”, “prestige”, “life lived as a holiday” Town). Padua, Milan, Naples, Palermo, Etna, (ibidem, pp. 114 - 115) The African Orient and the Maghreb the island of Capri, etc. This high status Another distinctive area on the Cro- apparently convey a different ergonymic of Italy as a “favourable place” is some- atian ergonymic map is Brazil. In this meaning. From an ergonymic aspect, what predictable. As shown by a study case, Rio plays the key role, being men- only two towns in North Africa can be carried out in 2001, young people in Cro- tioned more often in Croatian ergonyms considered “favourable places”: Casa atia rank Italy as the most desirable place than any other foreign city. The name blanca and Cairo. This shows that the of residence in Europe (Šakaja 2002). “Rio” appears mainly in catering esta- imaginative ergonymic world map is a According to young Croats, Italy has blishments: restaurants, café-bars, bis- kind of mixture of locations taken from everything: tradition going back to the tros. A brief telephone inquiry revealed tourist brochures and films. What, for ancient Romans, a long and rich history, that part of the owners had actually vi- example, is Casablanca? Is it a real city a leisurely yet dynamic Mediterranean sited Brazil as tourists or sailors, while in Morocco or a virtual place wrapped lifestyle, wonderful works of art, beauti- for others Rio de Janeiro was just an ab in romance, where the two main protago- ful architecture, high fashion, a pleasant stract positive association. What is the nists of the same-named film dramatical- climate and lovely landscapes (“sun, sea symbolic content of Rio? It is difficult ly meet and later part? Encyclopaedias and sand”). Croats consider the Italian to determine precisely, since ergonyms devote more lines to the film than to the language to be beautiful and the people alone do not provide the necessary infor- city (Websters Interactive Encyclopedia, themselves are viewed as communica- mation. Perhaps some partial insight into 1994; Microsoft Encarta Encyclopedia tive, open, temperamental and unbur- this problem is to be gleaned from a Rus- Deluxe Edition 1998). Hotels bearing the dened; Croats value the Italian aesthetic sian popular novel The Golden Calf. The name Casablanca claim to be “inspired sensibility, sense of humour and their main protagonist, Ostap Bender states: by the glamour and romance of the film” fun-loving, as well as their food: eleven “Rio de Janeiro – that’s the crystal dream (www.expedia.com; www.travelworm. per cent of the Italian ergonyms designa- of my childhood, don’t touch it with your com). Tourist agencies in the Moroccan te pizzerias. paws” (Il’f & Petrov 1983, p. 276). For town of Dar al-Baida, the real Casablan- In general, on the Croatian ergony- him, Rio is a place “of leisurely life on ca, present the city primarily through mic map of Europe cultural and histo- the shore of a warm ocean between balc- romantic songs from the film As ( Time rical ties with neighbouring European ony palms and rubber plants” (ibidem, p. Goes By) (www.moroccotravelandtours. countries are strongly emphasised. The 521) – perhaps not only for Bender that com), with less focus placed on its cultu- importance of neighbouring countries is the highest symbol of affluence and ral and historical characteristics. as points of reference is apparent not leisure. Beaches, sun, sea, a care-free The example of Casablanca perhaps only in the large number of ergonyms life – is that the symbolism generated by best illustrates the fact that on imagina- with Italian toponyms. Vienna, the ca- tourist postcards from Rio? Is the lure of tive maps “reality is replaced by its sym- pital of former Austria-Hungary (which Rio also increased by daily consumpti- bols” (Baudrillard 1985). On such a included the Kingdom of Croatia-Sla- on of (“Brazilian”) coffee, by passionate virtual map, “favourable places”, known vonia-Dalmatia) has a high ergonymic coffee lovers (including most Croats)? from films, advertising and global media, status. Even Bosnia and Herzegovina, Or is this perhaps the manifestation of a intermix with real locations. And so the a neighbour that is undergoing serious principle dating from the time of medie- world that is revealed in the landscape of socio-economic and political problems, val utopian quests – “a beautiful land is Croatian ergonyms is not based only on and thus perhaps not expected to fall into a land located at the end of a long jour- domestic stereotypes, but also on global the category of “favourable places”, still ney” (Lotman 2000, p. 303)? Whatever ones. It is not determined only by its own manages to penetrate through the filter the reasons, judging from ergonyms, Rio culture, but by global culture as well. of ergonymic selection (which is probab- is an important focal point for Croats on ly due to the large number of immigrants the imaginative map of the “favourable Conclusions from that country and close personal and world”. Although the imaginative map After reconstructing the basic land- business ties with it). of Latin America is somewhat more di- marks within the spatial ergonymic-se- In other respects, Europe is firmly verse than the map of North America, miotic world model, we might ask: And divided on the ergonymic map into two it is limited, or reduced, basically to the what is the meaning of this model? What parts: Europe and North America with ergonyms “Rio”, “Brazil”, “Havana” and insights has it given us? In explaining many “favourable locations”, and the “Argentina”. the role of the given semiotic model and rest of the world, with very few such lo- The Orient is present on the ergo- models similar to it, we shall refer once cations. Apart from neighbouring coun- nymic map mostly from the aspect of again to Jurij Lotman. “Semiotics cre- tries, two places in particular stand out oriental food; there is a series of pastry ates the non-semiotic world. It is futile on the ergonymic map of Europe: Paris shops bearing the name Orijent. Among to think that nature surrounds us with a and Monaco (including Monte Carlo). Asian countries, only China appears non-semiotic world and that a semiotic As aforementioned research has shown, in ergonyms and, at that, mainly in the lake exists within it. We are in fact sur- perceptions of Paris in Croatia reflect the names of Chinese restaurants, or firms rounded by a non-semiotic world, but we stereotypical “most beautiful and most do not see it. We see the world that we cre- romantic city in the world” framework, ate – the semiotic world of the non-semi- whereas Monaco and Monte Carlo are Translation by author otic world. And thus how can we escape

130 Europa Regional 13(2005)3 beyond the borders of semiotics?” (Lot- or rather on the relationship between a the world. Due to the commercial func- man 1994, p. 458). Therefore, through people or nation and the territory or nation of ergonyms, only desirable parts of knowledge of the spatial semiotic-erg- ture it occupies (Cosgrove 2003, pp. 262 the external world are incorporated into onymic model we do not gain a greater - 264). Selected topographic features are their semantic (semiotic) field. By re- understanding of the real (non-semiotic) used by film-makers, poets and novelists constructing it, we can understand many world, but rather an understanding of the in order to express a collective identity facets of the culture that semotically signifying systems of our own culture. (Bassin, 2000; Gleason, 2000; McCan- envisions the external world. In such a Ergonyms represent a form of reflec- non 2000). Cosrove claims that “… cor- desired external world, the basic land- tive cultural discourse about one’s own relation of people and territory through marks are areas and places information spatial area and the neighbouring world. landscape can be found in every Euro about which derives from films, tourist To whose culture does this semiotic-er- pean nation” (Cosgrove 2003, p. 263). advertisements and high-style magazine gonymic world belong? Whose identity Croatian ergonyms confirm that iconic columns. Although the semiotic spati- do ergonyms reproduce? Proceeding images of natural features can be used al system of the world in its entirety is from the concept of culture as an inter- as a means of self-indication. Thus, for deformed in relation to its non-semiotic subjective reality, as a totality of orga- example, rivers and mountains appear prototype, its major deformations can nised symbolic systems through which as very important landmarks on the er- be reduced to two: domination of the de human communication is realised, we gonymic map (the Drava, Sava, Vuka, veloped West and domination of urban may understand the meaning built into Zrmanja, Una, Mura and other rivers, areas. ergonyms as a product (and medium) of the Velebit, Biokovo, Dinara, Kalnik and Geographic ergonyms are agents in interaction and communication among other mountain ranges). Yet the most fre the reproduction of culture. Designations people who live in one and the same area: quently mentioned home-region element on signboards by which we pass every a state, a region, a city. The ergonymic in ergonyms is Adriatic, and its seman- day are a part of the landscape, under- semantic field illustrated in this paper is tic meaning expresses absolute pride in stood not only as a form (appearance and the whole into which the mosaic of Cro- “our sea” – “the most beautiful sea in the style, the morphological composition of a atian identities had been installed: from world” – a cliché which is repeated regu- place), but they are also part of the land- the identities of name-givers (owners of larly in Croatian tourist advertisements, scape understood as a representation, firms) to the identities of product/service as well as in everyday discourse and in as a complex system of meanings, as a consumers, i.e. the people who make up the media. reflection of cultural values, identities, local and regional communities and who- Croatian ergonyms prove the thesis on imperatives (Mitchell 2005), as a way se value systems name-givers anticipate the mythological meaning of names. The of seeing the world (Cosgrove 1985, p. in order to be commercially successful. mythological dimension of relations to 55). And quoting Don Mitchell, “while The world on the Croatian ergonymic the homeland can be noted in ergonyms landscape signifies the look of the land, map reveals itself in a certain linear per- referring to the former glory of present- it also signifies a specific way of looking spective: the closer the area – the larger ly non-existent or significantly reduced at the land” (Mitchell 2005, p. 50). Ge- it appears, i.e. the more references that formerly powerful spatial formations ographical ergonyms once more show are made to it. Judging by all the data, (Liburnia, Vinodol). The mythological how subjective images of places and small homelands – regions, home-are- meaning of names is well expressed in spaces are inscribed into landscapes. as – are spatial units with which Croats the frequency of mentioning some spati- most readily identify. Quite unexpected- al terms and not mentioning others. The ly for a post-socialist and post-war coun- mythical meaning of Velebit – a mountain try, self-identification through national range and a nation symbol, or of the term References references (to the greater homeland) is Europe – a symbol of future prosperity Bassin, M. (2000): “I object to Rain that practised much less than through regi- and order – can be measured by the rela- is Cheerless”: Landscape Art and the onal/home-region references. Regional tive frequency of ergonyms referring to Stalinist Aesthetic Imagination, Ec- ergonyms are four times more numerous them. On the other hand, the avoidance umene 7 (3), pp. 313 - 336. than national ones. The effect of the li- of ergonyms which could be associated Baudrillard, J. (1985): Simulacres et si- near perspective persists also on other with the compromised former Yugoslav mulation. Paris:�� Galilée. levels: ergonyms in regard to the inner notion of “brotherhood and unity” is in Beaujeu-Garnier, J. (1976): ��Methods space of the country are five times more accordance with their low axiological and Perspectives in Geography. New numerous than those in regard to broader status. Terms such as Danube (= Croa- York: Longman Inc. cultural affiliations, and the later are, on tian Dunav) and the Balkans (= Balkan) Crang, Ph. (2001): Worlds of Consump- their part, more numerous than ergonyms are very rare, and names such as Serbia, tion. In: Daniels, P., M. Bradshaw, D. in regard to the totally external world. Belgrade (or references to any Serbian Shaw and J. Sidaway (eds.): Human ge- The non-semiotic (real) world, therefore, city or natural feature) are totally absent ography. Issues for the 21st Century. is transposed on the ergonomic map in – they are avoided in a wide arch. Harlow: Pearson Education Limited, quite a reconstructed form. 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