TRANSLATOLOGICAL ASPECTOF THE SOCIO-CULTURAL ARCHETYPE AS A TOOL TO IMAGE BUSINESS POLICY OF REGIONAL TOURISM

Abstract

Object of the study is focused on the identification of the socio-cultural archetypes as a fundamental component of the image policy of the Rostov region on the texts of excursions. Research methods provide a synergetic approach and include hypothetical-deductive method, the comparative method, the descriptive method, the method of translation analysis, the method of contextual analysis, as well as the case method, the method of “brainstorming”. In our study, the evolution of interdisciplinary research allowed us to verify specific directions of studying the concept of “branding” of the region: firstly, from a tourist perspective, secondly, taking into consideration the convergent context of cultural genotype phenomena and archetypes, and thirdly, basing on the fundamental paradigm of knowledge of anthropocentric linguistics. In the course of the analysis, two groups of students studying Chinese and Arabic focused on the intensification of certain research trajectories on the basis of historical texts about the Rostov region. In the course of the study, we identified five main research trajectories including historical, geographical, geopolitical, industrial and modernist images which are characterized by using specific socio-cultural archetypes. The task of the guide-interpreter was to prepare the texts of the excursions, taking into account the contiguous identity and proximity of the socio-cultural archetypes of nations, so that the text would thereby reveal for the recipient (tourist) a high index of cultural and genetic involvement, a natural coefficient of accessibility and acceptance of the brand book text. The final product of the study was the writing of a brandbook for the Rostov region, aimed at Chinese and Arab tourists.