Riemërtimet

Riemërtimet is a theoretical concept used in cultural studies and discourse analysis to describe the processes involved in renaming, reframing, and repurposing terms, objects, and identities. It focuses on how the choice of labels and the contexts in which they are used shape perception, power relations, and social action. The term itself is a neologism with variations across languages and scholarly traditions, and it does not have a single fixed origin or definition.

Scope and concepts

Riemërtimet encompasses renaming, rebranding, reframing, and the contextualization of artifacts, spaces, practices, and communities. It investigates how linguistic and symbolic changes can alter meaning, legitimacy, and public attention. The approach often considers the interplay between language, media, policy, and cultural memory, examining how different actors mobilize labels to achieve specific goals.

Methods

Researchers in this area employ discourse analysis, semiotics, sociolinguistics, historical analysis, and comparative case studies. Empirical work may include analyzing media coverage, policy wording, branding campaigns, or museum and heritage practices. Experimental or survey-based studies on perception and behavior can also be used to assess the impact of different labels on attitudes.

Applications and debates

In politics and public policy, renaming initiatives can signal shifts in priorities or identities. In marketing and branding, naming strategies influence consumer associations. In heritage and memory work, reframing terms can affect collective remembrance. Critics warn that renaming can be used to manipulate perception, obscure legacies, or suppress dissent, while proponents argue that careful renaming can improve clarity and inclusivity.

See also

Naming, framing, discourse analysis, branding, linguistic relativity.