The Factor of Time in Modern Russian Urban Nominative Design .......... 41

THE FACTOR OF TIME IN MODERN RUSSIAN URBAN NOMINATIVE DESIGN

Today’s Russian urban nominative practices demonstrate a complex trend, which can be interpreted as inhibiting the influence of globalization and emphasizing the continuity and distinctiveness of the sociocultural life of Russians. The activation of the time factor plays a key role here. The article discusses typical linguistic technologies used in the language design of Russian cities. The names of the most visited and numerous urban objects that most clearly form the linguistic image of the city are analyzed: places of trade, cafes, bars, restaurants, etc. From this,it is concluded that by using traditional Russian communicative models as urbanonyms, reviving the designations of past city realities, turning to authentic, but significant primarily for the older generation, cultural phenomena, specific graphic and orthographic signs, etc., a single indigenous cultural space is being indicated, the reformatting of collective memory and the maintenance of a collective sense of not only the continuity of language, culture and time, but also the real reversibility of the latter.