Zoomorphic markers are signs with metaphorical potential that define the contextual and semantic interpretation in communication. The relevance of the cultural study of zoomorphic markers is due to the need to produce and use creative means of socio-psychological influence in the communication process. The purpose of the study is to analyze the use of zoomorphic markers as signs in interpersonal and intergroup communication according to the perspective of a cultural approach. The objectives of the study in this regard are: 1) systematization of scientific ideas about the cultural role of signs in the interdisciplinary research field; 2) clarification of the typology of approaches to the role of zoomorphic markers in different types of communication, especially in business communication; 3) consideration of the application of zoomorphic markers in business communication using the example of Spanish linguoculture. The research materials were data from the State Trade Register of Spain, as well as materials from business press. Based on hermeneutical and axiological approaches, a comprehensive cultural analysis of the textual material of zoomorphic names and expressions was carried out using discourse analysis and the method of expert assessment. As a result, an outline of the semantic field of the concept of zoomorphic markers, which has a significant communicative potential, is obtained. The analysis of the micro- and macro-group use of zoomorphic metaphors made it possible to identify the corresponding types of such metaphors, supplementing them with reference to exo- and endo-orientation. The research example of the specific use of zoomorphic markers in the names of Spanish companies shows that the study of their use in business communication has great theoretical potential and practical significance.
DOI: 10.24833/2541-8831-2024-2-30-83-98
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Makhmutova, E. N., Chuganskaya, A. A., Chuprygina, E. A. (2024) ‘Socio-psychological Aspects of Business Communication through Iconic Zoomorphic Markers (Using the Example of Spanish Linguoculture)’ // Concept: Philosophy, Religion, Culture, 8(2), pp. 83–98. (In Russian)