ENVIRONMENTAL DISCOURSE AS A CONTEXT FOR THE FORMATION OF HYPER-HYPONYMIC RELATIONSHIPS IN THE ENGLISH TERMINOLOGY SYSTEM OF ECO-MARKETING

Abstract

The article examines the hypernym-hyponym relations in the English language terminological system of ecomarketing in the context of ecological discourse as the environment in which they are formed and function. The relevance of this work stems from the rapid development of ecological discourse, the growing role of environmentallyoriented marketing, and the need to systematise the eco-marketing terminology system. The study has revealed that the hypernym-hyponym relations are the dominant type of paradigmatic relations within the analysed terminological system. These relations enable the construction of multi-level hierarchical structures, in which there is a gradual narrowing of meaning from generalised concepts to specific terminological units. The article also identifies the main thematic groups of eco-marketing terms, namely the groups of sustainable development, eco-products and communication strategies, in which the clear hypernym-hyponym relations can be traced. In these thematic groups, hypernyms perform a generalising function, whilst hyponyms provide specification and semantic clarification to the meaning of the concepts. Particular attention is also paid to the interaction between general scientific and specialised vocabulary, which functions within the framework of ecological discourse and contributes to the formation of a complex terminological system. The results of the research confirm that ecological discourse acts as a key factor in the formation and development of the hypernym-hyponym relations in the eco-marketing terminological system, as the knowledge about the environment, sustainable development and environmentally oriented activities is conceptualised within this discourse. It provides the semantic basis for establishing hierarchical relations among concepts and determines the directions of their structuring. The dynamic nature of ecological discourse leads to the constant addition of new terms to the eco-marketing terminological system and the increasing complexity of its hierarchical structure.