The aim of this study is to refl ect on two notions that are often used in contemporary research, relevant to cultural linguistics: linguistic vision of the world and linguistic image of the world. We start with expressing our conviction that it is not a question of two synonymic concepts nor do we believe that they are opposite notions. In our opinion, they are two ideas that refl ect the relationship between the language and culture of a speech community but at different levels and from a different perspective. In this study we will examine the research works that, in recent years, have used both notions in order to expose their advantages. In the fi rst part of our work we will discuss the background of the discipline and then provide the defi nitions of both notions and their uses most signifi cant uses. We will draw on the studies of researchers who study Slavic languages, Spanish and English.
This study discusses the cross-cultural re-conceptualization of the slogan ‘I’m lovin’ it’, popularized in Poland by a global fast-food restaurant chain, which occurs in the inter-linguistic transfer between English and Polish. The analytical framework for the study is provided by Cultural Linguistics and the Re-conceptualization and Approximation Theory. The analysis is based on proposals submitted by 45 translators asked to come up with a Polish equivalent of the slogan. The results indicate that because the semantic networks for the meaning of love do not overlap between English and Polish perfectly, attempts at the cross-cultural transfer of the slogan can be approached only as more or less accurate approximations of the original meaning constructed according to culture-specific norms, expectations, and attitudes.
Terms of impoliteness, rudeness and profanity are segments of vocabulary which old Chinese dictionaries, glossaries or encyclopaedias are not introducing in their full varieties. For this reason it is a kind of rarity when one finds a bunch of expressions apparently of vernacular origin, and it is even more extraordinary that they are not only listed in Chinese but being a part of a bilingual glossary included in the largest Chinese military compilation, the Wu Bei Zhi (i 武備志), they are provided with their Middle Mongolian translations. The author presents a study introducing the related vocabulary from both sides of the glossary and alongside he analyses the likeliness of their actual use by the time of compilation from the point of view of historical pragmatics.
The article discusses the book Zmiana perspektywy. Gawęda nie tylko językoznawcza [Change of perspective. More than a tale of linguistics] by Zuzanna Topolińska (Cracow 2015). The author of this text emphasizes that the word gawęda [tale] in the book’s subtitle is misleading, given that, despite the style of language used in the book, Topolińska discusses important issues of a linguistic and intercultural nature. In her short essays in the fi rst part of the book Topolińska addresses the organizational structure of philology studies in Poland and Macedonia, she confronts the Polish and Macedonian approach to the dialectgeneral language relationship, she talks about language standards, about the differences between politeness in Poland and Macedonia, as well as the attitude towards women and the outlook toward religion in both countries. In the second part of the book Topolińska takes up lexical issues, giving examples of how under the infl uence of spiritual culture certain words in Polish and Macedonian that derive from the same core have taken on a different meaning. The author of the article concludes that this short and very personal book by Topolińska fulfi lls its task and subsequently alters his view on the linguistic and non-linguistic world of the Slavs.