摘要:The paper discusses variations in naming the residents of the Russian town Staraya Russa from the end of the 19th to the beginning of the 21st century. The author focuses on naming strategies in different types of texts (media, historical literature, fiction etc) and observes how the balance of popularity changes against the times and context. In the late 19th — early 20th centuries, the designation starorustsy ( starorusets sg. m., staroruska sg. f.) was more common compared to other variants, starorushane and rushane , which have appeared in the Russian language in the Middle Ages and the Early Modern period. In the Soviet period, starorustsy became a predominant variant in the only regional newspaper (and also in speech), so that is practically outlawed other variants as their use was confined to historical contexts. At the end of the 1960s, the ancient demonym rushane pl. ( rushanin sg. m., rushanka sg. f.) regains its ground due to the increasing interest in local history and the rise of cultural awareness among the residents (observed in the development of inner tourism, support of local historians’ initiatives, and creating a community of Staraya Russa). In 1980–1990s, with the growing relevance of sociocultural context and discussions about Russian history in general, the demonym rushane was completely restored, which resulted both in its stylistic neutralization in the language of the regional newspaper, and the fact that it now refers to the contemporary inhabitants of the town.
关键词:katoikonyms; demonyms; names of inhabitants; historical reflection; language of media; local identity; Staraya Russa