Addressee’s Image in Names of Periodicals

The article explores the ways of creating addressee’s images in contemporary hemeronyms — names of periodicals. The authors point out the semiotic specificity of hemeronyms used to identify collections of texts united, inter alia, by unified editorial policies and informational conceptions. The addressee factor is important for the pragmatics of naming periodicals and inventing hemeronyms, which are an integrated part of the media discourse. Based on Charles Sanders Peirce’s semiotics, the authors analyze the iconic, indexical and symbolic codes of marking the addressee in the vocabulary constituting contemporary Russian hemeronyms. The semiotic approach results in establishing different levels of the edition’s target audience portrayal and revealing the most frequent devices of its representation in derivative names. The general theoretical suggestions are than illustrated with an analysis of the names of Russian periodicals for women, this leads to precise the communicative and interpretative potential of iconic, indexical and symbolic codes, which differently participate in presenting the edition’s content or creating its unique image. The observations set forth in the paper may be applied for naming new magazines and newspapers