Normalizing a new language hierarchy: Event names in post-Soviet urban space

Naming practices not only reveal ideological contestation in a particular community, but also contribute to the discursive construction of a new social reality. However, the transformative role of naming practices as a semiotic resource for reimagining language hierarchy has been overlooked. This socio-onomastics study aims to explore shifting ideological premises and semiotic mechanisms of normalizing a new language hierarchy in post-Soviet urban space. In doing so, the study diachronically examines naming practices of choosing and using event names, which are more fluid and often short-lived in comparison to other names such as toponyms, anthroponyms or brand names. The study analyses 1246 unique event names mentioned in a local Russian-language newspaper Вечерний Алматы (Vechernii Almaty) over the period of time from 1989 to 2019. The results show a decrease in the use of Russian for name production. Further examination reveals a steady increase in non-integrated event names in Kazakh and English in Russian-language newspaper texts; there are few examples of translation and transliteration, no examples of transcription or loanwords in more recent texts. Our comparison shows that in the context of the multilingual Almaty transgressing the purist norms of standard Russian has become a new norm. We argue that these new local strategies of naming and using names are a semiotic mechanism of domination; they work to normalize a new language hierarchy where the Russian language is no longer the only dominant code of the public and official domain. Our account adds to the discussion of the discursive power of naming in challenging dominant language practices.