ADJECTIVE NEOLOGISMS IN THE MEDIA SPACE: A FUNCTIONAL ASPECT

Аннотация

Language, as a social phenomenon, constantly evolves under the influence of scientific and technological progress, as well as social and cultural transformations. In recent decades, especially since the late 20th century, the rate of linguistic change has accelerated significantly, driven by globalization and digital communication. One manifestation of these changes is the active use of neologisms, particularly in media and internet spaces. Journalists and digital content creators employ new words to enhance informativeness, expressiveness, and relevance. However, excessive adoption of neologisms can complicate text comprehension and negatively affect communication. A significant portion of new adjectives in the language is influenced by fashion trends, borrowings from English, and the desire for brevity in expression. These linguistic innovations help create a distinct style and mood in texts but also carry the risk of losing semantic clarity. The media space serves as a crucial channel for the dissemination of new words, while the internet contributes to their rapid popularization. Some adjective neologisms become entrenched in the language and transition into official and conversational speech. Nevertheless, excessive use of new terms can complicate communication and reduce the quality of journalistic texts. Keywords: language, neologisms, media space, journalism, internet, borrowings, communication, expressiveness, globalization, stylistics The evolution of language directly depends on transformations in society, advances in scientific and technological progress, and the implementation of innovations. According to many experts, these factors create the need for new words to designate objects and phenomena [8, p. 145]. The fact that language and speech change over time is undisputed. However, the intensity of these changes can vary significantly across historical periods [2, p. 90]. Since the 1990s, the pace of linguistic change has increased, driven by shifts in social, political, economic, and psychological conditions that affect both Russian 153 SCIENCE SHINE INTERNATIONAL SCIENTIFIC JOURNAL Issue 11(46), Volume 1 | ISSN 3030-377X | 25.05.2025 society and the global community [4, p. 165]. The active globalization processes have significantly influenced language as a key tool for communication and expression. New words are an integral part of the lexical inventory. Neologisms add dynamism to language, as vocabulary constantly evolves and expands. Modern linguistic development poses new challenges for society, as neologisms increasingly appear in both spoken and written communication, including journalism, media, and the internet space [7, p. 185]. Journalists frequently use new words in their texts to convey richer meaning and imagery compared to existing lexical units. In mass media, neologisms serve the same function as in language—they are used to describe new phenomena, objects, and events. According to researchers, the emergence of new words is influenced by extralinguistic factors, one of which is the diversity of topics covered by journalists. The key factors driving the use of new words in contemporary mass media, as noted by modern scholars, include the following [9, p. 122]: increasing informativeness, the presence of commonly accepted international terminology, and the influence of "language fashion" [10, p. 107]. Most neologisms characteristic of contemporary media and journalism belong to lexical innovations, while semantic neologisms, though present, are considerably less common. The overwhelming majority of new words are borrowings, with English loanwords comprising the largest share. First and foremost, it is essential to highlight their refreshing function, as they update the language, enhance the relevance of texts, and free authors from clichéd expressions. One of the advantages of actively incorporating new words in journalism is their ability to convey richer content compared to existing Russian words, while also serving as a stylistic tool. However, the use of new words is not always justified and often occurs in journalism merely as a way to follow linguistic trends [1, p. 10]. It is important to recognize that the introduction of new words should not be an end in itself, as excessive reliance on neologisms can significantly degrade text quality, making it harder for readers to comprehend. Neologisms function as a means of expression and an integral part of linguistic play, which is essential in modern journalism. An analysis of contemporary mass media shows that new words do not always contribute positively to the quality of articles. Many of them clutter speech, making it crude and overly simplified. Therefore, if a neologism (especially a borrowed term) has an equivalent in Russian, it is preferable to use the native term rather than overloading the language with excessive borrowings. An excessive fascination with 154 SCIENCE SHINE INTERNATIONAL SCIENTIFIC JOURNAL Issue 11(46)