On the regulative role of proper names in realizing the key image of a regional media text: the image of a garden city in the newspaper «Kuznetsky rabochy»
(Novokuznetsk)

The paper considers the semantico-stylistic features of the image «garden city», a key one for the city newspaper «Kuznetsky rabochy». A careful description has been made of the regulative role of proper names at the stages of perception, understanding and interpretation of a text. Close attention has been given to the conceptual (the main one) and the expressive functions
of proper names in the regional media text. An attempt is made to prove the affirmation that the regulative role of different proper names (anthroponyms, toponyms, ergonyms, ideonyms, mythonyms) is conditioned by both textual and intertextual connections. The regulative role of a proper name in a context is actualized with the help of the appellatives, that accompany it, and of the semantic lexical paradigms, into which it is included. And this role is realized due to a complex of stylistic means and devices. Regulative opportunities of the regional press proper names are influenced by intertextual space, which is connected with an important role of regional topics.