ASTIONYMY UNDER CONDITIONS OF GLOBALIZATION AND LOCALIZATION: MODERN TRENDS USING THE EXAMPLE OF BELARUS, RUSSIA, AND CHINA

Abstract

The article is dedicated to studying the phenomenon of astionymy in the context of globalization and localization processes using the example of Belarus, Russia, and China. The introduction of the article substantiates the relevance of examining this phenomenon, emphasizing how global informational and cultural flows influence the transformation of local linguistic and cultural practices. The main focus is on the dynamics of adaptation of traditional naming systems in the era of global communications, which becomes a key factor in shaping modern cultural identity. The method section describes an interdisciplinary approach that includes a comparative analysis of empirical data, linguistic and sociocultural analysis, as well as qualitative methods such as observation and interviews with experts in linguistics and cultural studies. The use of a comprehensive method makes it possible to identify both similarities and differences in the phenomenon of astionymy in the studied countries, which formed the basis for further interpretation of the research results. Special attention is given to the analysis of texts and media materials that reflect the features of the formation of new naming phenomena and their interaction with traditional local practices. The results section presents the main trends, demonstrating that globalization processes have a significant impact on the spectrum of linguistic and cultural practices, giving rise to new hybrid forms of astionymy. Specific adaptation patterns are identified in Belarus, Russia, and China: each country exhibits elements of tradition preservation as well as the adoption of global cultural codes. These findings allow to assert that the phenomenon of astionymy represents a dynamic process in which local peculiarities are actively transformed under the influence of global trends. The discussion of the results highlights the need for further research in the context of ever-changing cultural paradigms, as well as the integration of interdisciplinary methods for a deeper understanding of the mechanisms of transformation of linguistic systems in the era of global changes. The article makes a significant contribution to the study of the current state and prospects for the development of cultural and linguistic practices in the conditions of globalization and localization.