Intergenerational differences in Russian color naming in the globalized era: linguistic analysis

The present study is an apparent-time analysis of color terms in Russian native speakers (N = 1927), whose age varied between 16 and 98 years. Stratified sampling was employed with the following age groups: 16–19, 20–29, and so on, with the oldest group of 70 years and over. Color names were elicited in a web-based psycholinguistic experiment ( http://colournaming.com ). Participants labeled color samples (N = 606) using an unconstrained color-naming method. Color vocabulary of each age group was estimated using multiple linguistic measures: diversity index; frequency of occurrences of 12 Russian basic color terms (BCTs) and of most frequent non-BCTs; color-naming pattern. Our findings show intergenerational differences in Russian color-term vocabulary, color-naming patterns, and object referents. The CT diversity (measured by the Margalef index) progressively increments with speakers’ juniority; the lexical refinement is manifested by the increasing variety of BCT modifiers and growing use of non-BCTs, both traditional and novel. Furthermore, the most frequent Russian non-BCTs sirenevyj “lilac”, salatovyj “lettuce‐colored”, and birûzovyj “turquoise” appear to be the emerging BCTs. The greatest diversity and richness of CT inventory is observed in Russian speakers aged 20–59 years, i.e., those who constitute the active workforce and are enthusiastic consumers. In comparison, speakers of 60 and over manifest less diverse color inventory and greater prevalence of (modified) BCTs. The two youngest groups (16–29 years) are linguistic innovators: their color vocabulary includes abundant recent loanwords, predominantly from English and, not infrequently, CTs as nouns rather than adjectives. Moreover, Generation Z (16–19 years) tend to offer highly specific or idiosyncratic color descriptors that serve expressive rather than informative function. The apprehended dynamics of color naming in apparent time reflects intergenerational differences as such, but even more so dramatic changes of sociocultural reality in the post-Soviet era, whereby Russian speakers, in particular under 60 years, were/are greatly impacted by globalization of trade: new market product arrivals resulted in adoption of novel and elaboration of traditional CTs for efficient communication about perceived color