Astafurova T.N., Olyanich A.V. LINGUOSEMIOTICS OF COLOUR IN INSTITUTIONAL COMMUNICATION

Astafurova Tatyana Nikolaevna

Doctor of Philological Sciences, Professor, Head of the Department of Foreign Languages for Specific Purposes, Volgograd State University ( This email address is being protected from spambots. You need JavaScript enabled to view it. )

Olyanich Andrey Vladimirovich

Doctor of Philological Sciences, Professor, Head of the Department of Foreign Languages, Volgograd State Agricultural University ( This email address is being protected from spambots. You need JavaScript enabled to view it. )


Abstract. The article deals with the linguosemiotic explication of institutional relations within the society by means of color signs. The author checks and verifies the hypothesis that the dominating concept-sphere includes branched color-semiotic system represented by ethnical and cultural "сolorems", i. e. signs in which main informational and impact vector is directed onto color indication of message that is relevant to successful institutional communication. Linguistic analysis is applied to study color linguosemiotic space of institutional nominations, which mark the interaction of representatives of socially significant associations with other society members. The article determines that in the context of political communication colorema most frequently implements its ideological function and can be allocated to institutional strategy in different semiotic fields. The article also defines that power strategies widely apply color as a tool of influencing the society, using social stereotypes and ethnic and psychological associations by means of imposing the "physiological" sense of color upon institutional, social and personal (psychosomatic) processes; it's reflected in the language in the form of powerful color nominations which represent stable word combinations with color component. The article reveals that artifacts as symbols of state power take central position in the color and semiotic institutionality and finds out the inclusion of colorems as agonal signs (signs of "us" and "others") into the process of changing the current regimes actualized in the color semiotization of revolutions ("color and/or floral revolution" nominations).

Key words: power, sign, institutionality, colorema, concept, linguosemiotics, symbol, color, color semiotics, ethnocentric. 

 

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LINGUOSEMIOTICS OF COLOUR IN INSTITUTIONAL COMMUNICATION by Astafurova T.N., Olyanich A.V. is licensed under a Creative Commons Attribution 4.0 International License.
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