Ergonymic myth of Hermes: to research the religious life of legal entities

Abstract

The article is devoted to the latest forms of manifestation of religiosity in the city space. The study focuses on studying the micro-levels of religious life in urban ergonymy. By examining store signs, navigation maps, and goods on the shelves of chain stores using the names of the gods of Ancient Greece, the article sets the task of reconstructing a non-verbalized mythological narrative composed by ergonyms and product names. The religious life of urban space is understood as the practices of piety characteristic of ancient Greek religiosity: invocation and dedication. The specific mechanisms of cultural reproduction in Ancient Greece and Europe of the 21st century are reconstructed. Based on the distinction made, the myth-socializing function of modern education in the process of broadcasting the mythological narrative and reinterpreting the Olympic myth is described. The article refers to data on the religious life of legal entities. Based on an analysis of the frequency of mentioning the names of the Olympic gods in the unified register of legal entities, and a comparison of the names of the gods with the declared forms of economic activity, the Olympic myth of the 21st century - the “Ergonymic Myth of Hermes” - is reconstructed. The article assumes scaling up the research to the study of “chorographies” - materially embodied spaces of the sacred on the streets of modern cities. The study of chorographies is proposed as a new methodology for studying culture and human coexistence.