FIGURATIVE STEREOTYPES AND SOCIAL SCENARIOS AS THE BASIS FOR THE PERSONAL EVALUATION NOMINATION

The article analyzes lexemes that are used as nominations of persons in the old vernacular of the city of Arkhangelsk, Russia, and that are considered to embody the system of values of a wider community. The authors identify grounds and mechanisms for such evaluative nominations by using cognitive (scenario and prototype modeling), semantic (sememe construction, evaluative semantics analysis), stylistic and lexicographic methods of research. The authors conclude that evaluative nominations are realized in the vernacular by means of stereotype images and stereotype scenarios. Stereotype images are associated with ideas about a prototype and deviations from the norm. Stereotype scenarios are fixed ways of social practice and morals, that is to say, a precedent sequence of events and/or a set of situations fixed in a person’s mind. The authors use examples to prove that evaluative nominations of a person in the old vernacular of Arkhangelsk are most often associated with a person’ appearance, speech, attitude to work and to people. Social stereotype scenarios are represented in the “person - person”, “person - family”, “person - society” oppositions.