FEATURES OF THE FUNCTIONING OF BORROWED NEOLOGISMS IN MEDIA DISCOURSE (BASED ON THE MATERIAL OF FRENCH AND RUSSIAN LANGUAGES

Abstract

This study examines the features of the functioning of borrowed neologisms in media discourse based on materials from French and Russian publications. Special attention is paid to the communicative and pragmatic aspects of their usage, including the influence of social, cultural, and political factors on the integration and perception of borrowed neologisms in journalistic texts. The research highlights the role of these lexical units in shaping public media discourse, their adaptation in the recipient language, as well as the strategies employed by the media to introduce and normalize new borrowings. The results contribute to a deeper understanding of the dynamics of linguistic changes in contemporary media communication.