Мифогеография как теоретическая рамка брендинга города
The article deals with the problem of nonlinearity in the structure of media and aesthetic communication in contemporary visual identity and territorial brand identification. As an element of nonlinearity stand out abstract images, — the visual elements that do not have matching subject in the real environment. The problem of the artistic image is considered in the context of the theory of communication as a key element of shaping visual identification in the field of mass communications and branding.
Two special kinds of mental maps emerging from the Russian geohumanities are described in the article. Russian geohumanities are regarded as a specific Russian Post-Soviet tradition of cultural geography that is focused on space perceptions & interpretations. The semiotic model of ‘place as palimpsest’ typical for Russian mythogeography is used to describe the multilayered structure of a place, formed by different cultures’ visions of one & the same place. Two opposing meanings of mental maps are stated, namely, 1) mental spatial information, representing the image of the city & the orientations schemes, & 2) cartographical geovisualization, which reflects individual or group perception of space. Mental maps, combining the traits of both big classes with the example of K. Lynch’s generalized urban maps based on the results of individual cities’ perceptions gained by various research methods, are argued to be the most prospective. Urban ‘mythogeographical’ mental maps from the Russian geohumanities are regarded as another kind of that compromise, being transformed from the diagram-like ‘image-geographical’ maps by localizing place myths into ‘sign places’ of a city.
The aim of the paper is to discuss different approaches to the toponyms and their usefulness for the study of the historical culture in the urban space. In this discussion author adresses Soviet toponimical heritage and particularly to the case of "Sovietskaya street" which is rather common for (Post) Soviet cities.
Different meanings of the term “GeoHumanities” (“humanitarian geography”) in Russian are considered. GeoHumanities is argued to be regarded as a specific Russian interdisciplinary research tradition. The links between the notions of “cultural geography” & “geohumanities” are analyzed, as well as the differences between geohumanities & similar traditions in the international context (new cultural geography, humanistic geography, geography & the humanities)