Japanisms in texts of different types: potential reader factor

Ivanova Ekaterina Yurievna

A distinctive feature of linguistics in the 21st century is that language and culture are no longer viewed separately and have united into the organic whole – linguoculture. Interest in the problem of dialogue between languages and cultures does not fade; this is determined by modern trends in the development of global interlingual and intercultural communication. Due to promotion of English language as the language of international communication and its intensive use applied to foreign cultures the English description of foreign ("external") cultures is of particular relevance and importance. The focus of this article is the influence of a potential reader on naming of the culturally-marked units - xenonyms. The article gives an overview of the japanism formation in general, and also analyzes in detail their variability when used in specialized texts and in mass literature.

Keywords:xenonyms, japanisms, potential reader factor, xenonymic naming, xenonymic convertibility.