RUSSIAN NEOLOGISMS IN MEDIA AND POPULAR CULTURE

Abstract

This article analyzes the formation and spread of neologisms in modern Russian through the media and mass culture, as well as their sociolinguistic functions. The corpus of printed and electronic media, social networks (Telegram, VK, TikTok) and mass culture products (films, TV series, music videos) in the Russian language over the past five years was selected as the research material. Morphological, semantic, phonetic, stylistic and sociolinguistic analysis methods were used in the study. Neologisms appear mainly within the framework of Internet communication and youth subculture, are distributed to a wide audience through the media and are integrated into the normative language system. They perform the functions of increasing communicative efficiency, creating emotional-expressive meaning, forming group identification and ensuring stylistic diversity. Units introduced from English are adapting to the morphological and phonetic laws of the Russian language, forming a new lexical layer. The article examines the role of neologisms in language evolution and their impact on cultural identification from a sociolinguistic perspective.