THE ROLE OF MEDIA IN THE STANDARDIZATION OF LANGUAGE PRACTICES

Abstract

The proposed article presents a comprehensive linguistic and communicative-pragmatic study of the mechanisms through which mass media influence the formation, dissemination, legitimization, and codification of language innovations in contemporary society. The concept of media discourse is analyzed as a specific type of communicative space. The theoretical framework of the study is grounded in media linguistics, sociolinguistics, critical discourse analysis, and theories of mass communication, in particular the concepts of adaptation to innovations, accumulation, modeling, social expectations, and framing, which make it possible to view media not as a passive channel of information transmission but as an active agent of language change capable of influencing the normative status of neologisms. Within the scope of the research, approaches to the classification of neologisms are systematized, and proper neologisms, newly coined words, transformations, and semantic neologisms are distinguished. Productive word-formation models of the Ukrainian language are characterized, and both internal linguistic and extralinguistic factors that stimulate the emergence of new lexical units during periods of intense social transformation are analyzed. The study examines framing in detail as one of the key instruments of media influence. A comparative analysis of Ukrainian and international media spaces with regard to the formation of language norms and the consolidation of innovations demonstrates the universality of media mechanisms in the normalization of language practices. At the same time, the research emphasizes that media influence is not uniform and depends on selective perception, the age characteristics of the audience, the type of media (online or print), the thematic focus of the publication, and the level of social resonance, leading to the conclusion that mass media play a decisive role in accelerating language change, shaping linguistic norms, and consolidating innovations in everyday usage, which has both theoretical significance for the development of media linguistics and neology and practical value for journalistic practice, language policy, and modern lexicography. Based on the conducted research, prospects for further studies are outlined.