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https://doi.org/10.20339/PhS.SPI-19.070
Novikova Anna I.,
Applicant, Department of Mass Communications Faculty of
Philology Peoples’ Friendship University of Russia
e-mail: a1991n@mail.ru
The article is devoted to revealing the significance of the toponym “Podmoskovie” as a precedent name, the socio-cultural significance of which allows us to consider it as a concept of media culture. Based on research in the field of cognitive linguistics, linguoculturology, territorial branding and mass communication, the author comes to the conclusion that using the precedent potential of the conceptual toponym “Podmoskovie” becomes an effective mechanism for territorial branding and a key factor in commercial success. At the beginning of his research, the author identifies the general characteristics of the concept “Podmoskovie” in the context of leading theoretical positions. Then, considering examples of the implementation of the toponym “Podmoskovie” in fiction, the author reveals his stable positive image that has developed in popular poetic and song texts. Analyzing further the entries in the tweet account of the governor of the Moscow Region, the author indicates that the precedent character, creolization of the concept “Podmoskovie” allows him to become a culturally conditioned concept, and vice versa, concepts always have branding potential, and the sociocultural significance of the concept provides him with branding success. As a result of the study, the author comes to the conclusion that the concept “Podmoskovie” as a special toponym has the greatest significance in the aspect of territorial branding.
Keywords: territorial branding, concept, “Podmoskovie”, twitter, precedence, social marketing.
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