Mikhaylova S.V.
CONSIDERATION OF GENDER PORTRAYAL OF THE CITY BY MEANS OF HODONYMS FROM THE STANDPOINT OF ORGANIZATIONAL PSYCHOLINGUISTICS
Abstract: This article examines the phenomenon of gender portrayal of the city through the prism of hodonyms – toponymic units of the urban type, including names of streets, squares, alleys, etc. The analysis is based on the conceptual provisions of organizational psycholinguistics, which considers language as a tool of social organization, management and coordination of interaction in the context of collective activity. It is emphasized that hodonyms perform not only the function of orientation in space but also act as frame constructions of collective urban discourse, reflecting ideological attitudes, historical memory and value orientations of the urban community. An interpretation of hodonyms as elements of the communicative strategy of the city administration and factors in the formation of collective identity is proposed. The article demonstrates the interdisciplinary nature of the study of urban toponymy and suggests paying special attention to the issue of gender imbalance in the toponymy of the city as a phenomenon of discriminatory communication.
Keywords: gender portrayal, hodonyms, organizational psycholinguistics, gender identity, urban environment, social memory.