GLOBALISM VS. NATIONALISM: THE PRAGMATICS OF BUSINESS NAMING IN TOMSK, RUSSIA DISSERTATION Presented in Partial Fulfillment of the Requirements for The Degree Doctor of Philosophy in the Graduate School of the Ohio State University By Miriam Whiting, M.A. ***** The Ohio State University 2008 Dissertation Committee: Approved by Professor Daniel E. Collins, Adviser Professor Charles E. Gribble ____________________________________ Professor Terence Odlin Adviser Slavic Linguistics Graduate Program ABSTRACT The upheaval in Russia since the breakup of the Soviet Union is seen in many aspects of the present cultural environment, including the influence of English upon the Russian language. This borrowing of ‗Americanisms‘ into the language is seen by many as a source of contamination of the purity of the Russian language, which has led to the federal government passing laws in an attempt to prevent it. For many people, however, the use of English, particularly in product and business names, is seen as a sign of international appeal. This study looks at business names in Tomsk, a city of approximately 500,000 people. I surveyed three major streets and collected the names of the businesses located on them. I categorized the businesses according to business type and the distance they are located from the center of the city. Afterwards, I analyzed each name for the presence of foreign words, morphemes, and graphic elements, and categorized each name into one of five categories according to the degree of foreignness or Russianness of the name. ii As this study shows, there are many factors that influence the choice of foreign or Russian names. This study examines these pragmatic factors in the context of the abovementioned Tomsk businesses and looks at demographics, culture, history and other factors that appear to be influencing which businesses are most likely to use English and other foreign languages in business naming. iii Dedicated to my mother and father iv ACKNOWLEDGEMENTS I wish to thank my adviser, Daniel E. Collins, for his patience and valuable guidance and advice in both stylistic and linguistic matters. Special thanks to Zhen Wang at the Statistics Consulting Service and her assistance with organizing and interpreting my data. I would also like to thank Matt Curtis, Anastasia Smirnova, and the participants in the Slavic Linguistics Forum and Colloquium for their feedback and comments. v VITA February 28, 1975……………………… Born – San Leandro, California 1999…………………………………...... B. A. Russian and English, Brigham Young University 2002…………………………………….. M. A. Russian Linguistics, The Ohio State University 2000-present……………………………. Graduate Teaching Associate, The Ohio State University PUBLICATIONS 1. Whiting, Miriam. 2004. To Vy or Not To Vy: The Problem of Pronouns in Russian Translations of Hamlet. Working Papers in Slavic Studies 3:191-216. vi FIELDS OF STUDY Major Field: Slavic Linguistics vii TABLE OF CONTENTS Page Abstract.……………………………………………………………………………….......ii Dedication.………………………………………………………………………………..iv Acknowledgements………………………………………………………………………..v Vita……………………………………………………………………………………..…vi List of Figures………………………………………………………………………….....xi Chapters: 1. Introduction………………………………………………………………………..1 1.0 Introduction……………………………………………………………………1 1.1 History...…………………………………………………………………….....3 1.2 Literature………………………………………………………………………5 1.3 English in Russia……………………………………………………………...9 1.3.1 The War on ‗Americanisms‘……………………………………….11 1.3.2 Legislation and Enforcement……………………………………....13 1.3.3 English as a World Language……………………………………...16 1.4 Outline………………………………………………………………………..19 2. Methods…………………………………………………………………………..20 2.1 Collection…………………………………………………………………….20 2.2 Collection Method…………………………………………………………...24 2.3 Classification by Location…………………………………………………...25 2.4 Classification by Business Type……………………………………………..27 2.5 Classification by Name Type………………………………………………...28 2.5.1 Foreign……………………………………………………………..29 2.5.2 Hybrids……………………………………………………………..32 2.5.3 Nonreferential Russian……………………………………………..34 2.5.4 Semireferential Russian……………………………………………37 2.5.5 Wysiwyg…………………………………………………………...40 2.6 Analysis………………………………………………………………………43 viii 3. General Patterns in the Naming of Businesses in Tomsk………………………..44 3.0 Introduction…………………………………………………………………..44 3.1 History and Its Influence on Business Names……………………………….48 3.2 Distribution of Name Types………………………………………………….63 3.2.1 Foreign……………………………………………………………..63 3.2.2 Hybrid……………………………………………………………...64 3.2.3 Nonref……………………………………………………………...65 3.2.4 Semiref……………………………………………………………..66 3.2.5 Wysiwyg…………………………………………………………...67 3.3 General Observations………………………………………………………...68 3.3.1 Fun and Games…………………………………………………….68 3.3.2 Flexibility in Branding……………………………………………..74 4. Goods ……………………………………………………………………………82 4.0 Introduction…………………………………………………………………..82 4.1 Autos…………………………………………………………………………84 4.2 Home Furnishings……………………………………………………………91 4.3 Electronics/Appliances……………………………………………………..100 4.4 Home Improvement………………………………………………………...108 4.5 Food/Beverage……………………………………………………………...116 4.6 Health/Personal……………………………………………………………..126 4.7 Clothing/Accessories……………………………………………………….132 4.7.1 General Clothing………………………………………………….134 4.7.2 Specialty Clothing………………………………………………...141 4.7.3 Accessories……………………………………………………….147 4.7.4 Overall…………………………………………………………….151 4.8 Hobby/Leisure………………………………………………………………158 4.9 General……………………………………………………………………...167 4.10 Miscellaneous………………………………………………………..……173 5. Services…………………………………………………………………………183 5.0 Introduction....................................................................................................183 5.1 Utilities……………………………………………………………………...185 5.2 Construction………………………………………………………………...192 5.3 Information……………………………………………………………...….198 5.4 Finance/Insurance…………………………………………………………..211 5.5 Real Estate………………………………………………………………….220 5.6 Professional…………………………………………………………………230 5.7 Support……………………………………………………………………...240 5.8 Education………………………………………………………………...…247 ix 5.9 Health Care…………………………………………………………………253 5.10 Recreation…………………………………………………………………262 5.11 Hospitality…………………………………………………………………272 5.12 Repair…………………………………………………………………...…284 5.13 Personal……………………………………………………………………292 6. Location…………………………………………………………………..…….302 6.0 Introduction…………………………………………………………………302 6.1 Zone 1……………………………………………………………………....307 6.2 Zone 2………………………………………………………………………312 6.3 Zone 3………………………………………………………………………317 6.4 Zone 4………………………………………………………………………321 6.5 Zone 5………………………………………………………………………325 6.6 Zone 6………………………………………………………………………329 6.7 Zone 7………………………………………………………………………334 6.8 Conclusion………………………………………………………………….338 7. Conclusion……………………………………………………………………...339 7.0 Introduction…………………………………………………………………339 7.1 Cultural Factors That Promote Foreign/Hybrid Names…………………….342 7.1.1 Novelty/Innovation……………………………………………….342 7.1.2 Quality/Luxury……………………………………………………343 7.1.3 Cosmopolitanism…………………………………………………345 7.2 Cultural Factors That Discourage Foreign/Hybrid Names…………………346 7.2.1 Cultural History…………………………………………………..346 7.2.2 Privacy……………………………………………………………348 7.3 Nationalism vs. Globalism………………………………………………….350 7.4 Conclusion………………………………………………………………….353 Bibliography……………………………………………………………………………354 Appendix A: Complete List of Businesses....…………………………………………..357 Appendix B: NAICS Classifications Used……………………………………………..445 Appendix C: Shortened Type and Subtype Names……………………………………..451 Appendix D: Subtypes Ordered According to Total Percentage of Foreign and Hybrid Names…………………………………………………………………………………..455 x xi LIST OF FIGURES Figure Page 1.1 Billboard advertising the controversial series Stalin live………………………...10 2.1 Map of Tomsk with streets marked (not to scale)..………………………………21 2.2 List of abbreviations and transliterations for streets appearing in this study…….22 2.3 Map of Tomsk with classification zones (not to scale)…………………………..26 2.4 Dog Land (AI3=b)……………………………………………………………….29 2.5 Baskin Robbins (BN18=c)……………………………………………………….30 2.6 Auto-parts store ‗BANZAJ‘ (FR4=a)……………………………………………31 2.7 Auto spare parts (IT71v=a)………………………………………………………32 2.8 Travel agency Talisman (LN141-1=c)…………………………………………..33 2.9 ‗Lady‘s Happiness‘ (Lingerie) (IT26=a)………………………………………...34 2.10 A sampling of botanical names employed in business names in Tomsk………...36 2.11 Igrem (GA48=a), the computer firm with the mysterious name………………...37 2.12 Sibirskie Bliny (PL=a)……………………………………………………………38 2.13 Mir oboev (IT100=b)…………………………………………………………….39 2.14 Apteka ‗pharmacy‘ (LN53-a)…………………………………………………….41 2.15 Odeţda dlja detej (IT116g=f)……………………………………………………41 3.1 Graph showing distribution of name types……...…………………………….…44 xii 3.2 Table showing distribution of name types…………………………………….....45 3.3 Overall composition according to business type………………………………...45 3.4 Overall distribution of name types according to business type……………….…46 3.5 1000 Meločej, the former hotel Evropa (LN111=a)……………………………..49 3.6 Petr” Makušin” (BT5=a)………………………………………………………...50 3.7 Vinaja Monopolija (LN1=k)……………………………………………………..51 3.8 Magazin” na Millionnoj (LN141=i)……………………………………………..52 3.9 Ţili-Byli traktir” (LN81-1=b)……………………………………………………53 3.10 Kovrovyj Dvor” (LN74=a)………………………………………………………54 3.11 Million” (KN31=d)……………………………………………………………....55 3.12 ‗House of Footwear‘ (LN6=b)…………………………………………………...57 3.13 A portion of the slogan for the relocated Dom Knigi (FR103-1=f)……………...58 3.14 ‗Grocery (store)‘ (KV57=c)……………………………………………………...59 3.15 ‗Square meter‘ (IT26=e)…………………………………………………………60 3.16 ‗Pace-setting worker‘ (IT26=i)…………………………………………………..61