HE INFLUENCE OF GLOBALIZATION ON THE LINGUISTIC LANDSCAPE
Introduction. Studying the issues of linguistic landscapes is relevant today, since in the modern world, in which the process of globalization is actively unfolding, the linguistic landscape clearly demonstrates the preferred languages of the population. Purpose : the purpose of the investigation is to point out dominant-languages and functions of foreign languages in the formation of the linguistic landscape. Materials and methods : the research material in this article was presented by 221 ergonyms of commercial objects, which are foreign-language names. The main methods of investigation are quantitative and elements of qualitative analyzes. Results, discussion : the analysis of these ergonyms allows us to identify the most preferred foreign languages for the nomination, thus allowing us to predict which social processes can affect the society. The results of the study showed that the dominant foreign language of ergonyms is English. Thus, it can be noted that the linguistic landscape of Kazan is influenced by the process of westernization. Conclusion: preserving one’s national identity means preserving the language, culture, traditions and history of people. Thus, on the one hand, foreign borrowings can be considered as a source of enrichment of languages, and, on the other hand, as factors that erase linguistic and cultural boundaries. The process of globalization and its subsequent impact on the linguistic landscape occurs as a result of the expansion of cultural contacts. One of the most noticeable processes taking place after the expansion of cultural exchange and dialogue that is taking place at present is the process of westernization, which is determined by the influence of mainly Western languages and cultural movements.