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THE SEMANTIC STRUCTURE OF TERMS USED IN SOCIAL NETWORK
MARKETING (WITH ENGLISH AND UZBEKISTAN AS EXAMPLES)
Ismoilova Mamlakat Qurbonovna
Asian technological university
Annotation:
Linguists and industry experts have always been interested in the problem of
separating terms related to a particular field from the vocabulary, systematizing them, and
improving them if necessary. The importance of a system that generalizes terminological
vocabulary becomes more obvious when considering its scientific, theoretical, and statistical
factors.
Key words:
Term, terminology, English, social network, word, Uzbek language, vocabulary,
vocabulary, semantics, marketing, semantic analysis.
Introduction.
The law of laconicity in the speech reality of the language serves to
polysemanticize monosemantic lexemes. This is also reflected in the fact that polysemantic
lexemes are significant among lexemes in any language. Lexemes such as barcode, cashback,
promocode, brand, video advertising, feedback, content, hashtag, trend, spam used in social
network marketing are distinguished by their monosemanticity. As noted, although lexemes are
monosemantic at the initial stage of creation as a term or introduction into another language, they
undergo a spiritual transformation under the influence of the sociality of the language. We
observe evidence of this idea in the use of some of the above lexemes not only in online sales,
but also in direct sales. For example, we will continue our discussion through the semantic
properties and scope of application of lexemes such as cashback and brand. In particular,
according to the English corpus, the lexeme cashback has more than twenty synonyms in English,
such as credit, discount, kickback, partial refund, rakeback, have money back, kick-back, claim,
compensation, payment, payback, rebate, recovery, redemption, refund, reimbursement [1]. Of
the listed synonymous lexemes, only the lexical unit cashback is actively used in Uzbek texts
and advertisements. This lexeme is somehow associated with a certain concept in the
imagination of the Uzbek people. In other words, this lexeme is understood by the majority of
those who communicate in the Uzbek language, and when they read or hear it, a certain concept
appears in their imagination. There is sufficient reason to say that the lack of an alternative to the
lexeme cashback in the Uzbek language also caused its semantic features to be formed on the
basis of the English language. The fact that the Uzbek people have not had much time to
transition to a market economy is also reflected in the fact that the concept of cashback appears
as a means of encouraging buyers and service users in this type of economy. That is, the unit we
are analyzing has recently begun to enter the Uzbek language, the linguistic landscape of the
Uzbek world, both as a concept and as a word. Therefore, it is necessary to rely on the English
definition of this lexeme (“the process of returning part of the payment for a product or service
purchased by a buyer or user to a cash / credit card as an incentive”). It is used in the same sense
in modern Uzbek marketing, in particular, in social network marketing.
Literature review.
In the process of semasiological approach to language units, the ban
undoubtedly begins with the language unit. This also applies to social network marketing terms,
of course. For example, issues such as what the brand word represents in existence, what semes
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ISSN: 2692-5206, Impact Factor: 12,23
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it consists of, and the relationship of semes to the concept expressed by the word are the objects
of study of semasiology. We can say that semasiology is a level of linguistics that studies the
semantic side of language units. The importance of derivational processes in the formation of
terms is not limited to the active use of word-forming suffixes. Because a term is recognized not
only as an alternative to a simple language unit, but also as a special word with its own
characteristics. Just as the introduction of new terms into terminology changes the lexicon, the
laws of word formation in the language also affect terminology. Lexemes such as discount, order,
which play an important role in the terminological system of social network marketing, are
among the artificial lexemes in the Uzbek language. After all, the fact that the listed lexemes are
formed from the verbs to order, to deduct using the -ma noun form does not require much
evidence. Experts who have examined the morphemic structure of the Uzbek language note that
the -ma derivational affix forms nouns and adjectives from verbs [2:110]. At the same time, it
should be noted that derivational units are found not only in the Uzbek units of social network
marketing terms, but also in the English part. Artificial social network marketing terms in the
English language include timeline, retargeting, follower, etc. Some of these lexemes were
formed on the basis of derivational patterns in the English language and then passed into the
Uzbek language. For example, such a semantic connection can be seen between the lexemes
follower and observator, which are currently used in the Uzbek language with a close frequency
of use and are often used as synonymous lexemes. Because both lexemes are nouns formed from
verbs. In other words, the observator lexeme is a lexeme that represents a person who subscribes
to a network about a person or organization on a social network, and it was created by copying
the lexeme follower in English.
Research Methodology.
“Terminology has its own characteristics. While synonymy,
homonymy, and polysemy are a wealth of language in a universal language, they are considered
a negative phenomenon in terminology. For example, in the Uzbek language, several terms are
used to express a single concept. This, in turn, complicates the process of reading, teaching, and
exchanging information” [3:448]. Sometimes this situation is associated with the lack of
systematization of research in the field, the lack of awareness of each other’s scientific views
among specialists, etc. Sometimes the fact that the field itself is completely new can also lead to
different use of terms by specialists. Despite such obstacles, achieving unambiguity of terms is
one of the main tasks facing specialists in the field. We can say that the fact that homonymy,
synonymy, and polysemy can be observed among the terms of social media marketing, which is
itself one of the modern fields, is due to the fact that language is a social phenomenon.
Homonymy is the formal similarity of several lexemes. The homonymy of terms is manifested as
a state of formal correspondence of a lexeme isolated as a term to a lexeme in the national
language or to a term in another field. For example, the terms aksiya, post, which are actively
used in Uzbek social network marketing, are homonyms according to their formal and semantic
characteristics. The following dictionary articles are given in the explanatory dictionary of the
Uzbek language for the lexeme aksiya:
“AKSIYA I [fr. action – valuable security] A valuable security issued by a joint-stock company.
AKSIYA II [lat. actio – action] A work done to achieve a goal, an action”[4:75].
The cited quote shows that the lexeme aksiya was formed as a homonym in the linguistic
landscape of the Uzbek world. The meaning of the lexeme given in the second dictionary article
in the dictionary is used as a term for social network marketing. In fact, in order for the lexeme
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ISSN: 2692-5206, Impact Factor: 12,23
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Journal:
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to be included in the terminology of the field under study, a slight shift in the meaning given in
the explanatory dictionary should also occur. The translation of the lexeme into English is
represented by the lexeme promotion. The review of the meanings of the lexeme promotion in
English explanatory dictionaries further clarifies the situation in this regard. One of the English
explanatory dictionaries notes that the lexeme promotion has three meanings. It is noted that one
of these meanings, namely the third, expresses a terminological meaning related to the business
sphere:
“Promotion 3. (business) A promotion is an attempt to make a product or event popular or
successful, especially by advertising. Advertising and promotion are what American business
does best” [5:618].
The definition given is, in fact, very suitable for the term promotion, which is actively used in
the Uzbek segment of social media marketing. That is, it means the process of popularizing,
popularizing a product or service, as well as its manufacturer and service provider, through
advertising, thereby increasing sales. It should be recognized that this is extremely rich and
specific compared to the relatively general explanation in the explanatory dictionary of the
Uzbek language. In our opinion, the dictionary articles related to social network marketing terms
in the “Explanatory Dictionary of the Uzbek Language” should be enriched with new
information. Considering that we took the information from the latest edition of the explanatory
dictionary (2022), it becomes clear that social network marketing terms and their characteristics
need to be further studied. A similar situation can be seen in the analysis of the post lexeme.
After all, the post lexeme has a homonymous nature in both English and Uzbek. At the same
time, it should be noted that this lexeme is used not only in social network marketing, but also as
a social network term in general. In this case, it is necessary to approach the terminological
meaning of the lexeme on the basis of the generality-specificity relationship. This situation is
often found in terminology in the case of the interpretation of general and specific levels of
science.
The phenomenon of synonymy in terminological units has not bypassed the lexical units related
to social network marketing. We can say that the relative newness of the field has not yet
established a synergistic order in its terminology, which has led to the parallel use of some
lexical units to express one concept. The following synonymous lexemes are used in the English
terminology of social network marketing:
engagement, interaction - to express the interaction between users and content;
content marketing, content strategy - to express the process of creating and distributing content
in order to attract and retain an audience;
followers, subscribers - to express account followers on a social network;
post, update, share - to express the process of displaying content on social networks;
reach, impressions – to express the process of reaching the audience in a social network;
brand awareness, brand recognition – to express the level of awareness of the audience about the
brand in a social network. It should be noted that the literature on terminology mentions the
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ISSN: 2692-5206, Impact Factor: 12,23
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Journal:
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natural disappearance of such synonymy between terms over time. That is, one of the lexemes
used as synonyms in the terminological system becomes dominant as a term. This requires the
active participation of industry experts.
Analysis and results.
At the same time, the use of an appropriated term and a unit of its own
layer as synonyms is a common phenomenon in terminology. In this case, it is important that the
appropriated term is semantically equivalent to a certain lexeme of its own layer. “The term must
have the properties of systematicity, stability, monosemanticity, applicability, accuracy,
correctness, transparency and translatability” [6:54-64]. The listed properties are directly related
to the scientific method itself and can be said to be the effect of this method. Such strict
requirements slow down the formation of synonymic relations in terminology. In many cases,
absolute synonyms are formed when the lexeme of the own layer and the adopted layer are
mutually synonymous in a certain field. Lexical doublets are one of the multifaceted lexical
phenomena that have existed in the language since ancient times. “A lexical doublet is a pair of
words that have two or more common origins in one language, which at some point became part
of the language vocabulary as a result of re-appropriation, and which are semantically identical
or have undergone semantic differences in different periods” [7:180-181]. It turns out that lexical
doublets are practically indistinguishable semantically. As noted in the introduction, doublets
may have differences at a certain period of language development, and may also have some
differences in the future. Such synonymous lexemes are also found among social network
marketing terms. For example, this is observed in the comment - comment pair.
Conclusion and Recommendations.
Terminology studies the words of a layer whose scope is
limited to a certain field. The semantic properties of terminological language units differ slightly
from those of unbounded layer units. While the phenomena of synonymy and polysemy in
unbounded layer units are evaluated as positive phenomena that provide speech convenience, in
terminology they are evaluated as phenomena that undermine perfection and violate the
requirements set for terms.
List of References Used:
1. https://www.english-corpora.org/coca/ [Electronic source:] Access date: 21.12.2024.
2. Uralov A. Morphemics and derivation of the current Uzbek literary language. – Tashkent:
Yangi asr avlodi, 2021. – 248 p.
3. Sabirov A. Definitions of terms and terminology // Central Asian academic journal of
scientific research, Volume 2, Issue 6, 2022. – P.448.
4. Annotated dictionary of the Uzbek language: 6 volumes, volume 1. – Tashkent: Gafur Ghulom,
2022. – B.75.
5. Collins Cobuild IELTS Dictionary. – Glasgow: Harper Collins Publishers, 2015. – 962 p.
6. Kolarikova Z. Synonymy in English Botanical Terminology // SKASE Journal of Theoretical
Linguistics. 2008. No. 3(1). - P.54-64.
