Liberalism in ergonomicon as a threat to lingua-cultural identity (the case of modern Kazan)

The article is written to identify lingua-cultural norms and axiological determinants of modern ergonomicon of Kazan implemented in borrowings from foreign languages, they serve markers of major changes in the linguistic landscape of the modern city viewed as a socio-linguistic category. The borrowed elements in the city ergonyms register synchronous state of axiological determinants of participants of interaction: individuals, organizations and companies that create public and commercial signs. The common significance of the language of this kind of phenomena is determined by the possibility of using them to predict the range and diversity of linguistic and axiological changes, including the partial loss of national and ethnic identity. To create a high perlocutionary effect of ergonyms nominators use a variety of creative mechanisms, changing the shape and functions of native lexems, by borrowing lexems from foreign languages, resorting to different methods of derivation such as contamination, transliteration, hybridization, pun, etc. Unfortunately, at present time these processes demonstrate fast increase. The majority of them are not followed by gradual and harmonious integration into the host (Russian and Tatar) cultures, but the erosion of values or partial /complete loss of identity is noted. Most clearly this kind of phenomenon is explicated in preferred nominator names of urban sites, and advertising slogans, transmitting an alien principles and postulates to traditional Russian culture.