WORDS IN NEW SOCIAL REALITIES: TO THE QUESTION OF THE DYNAMICS OF THE LANGUAGE WORLD-IMAGE (ukr. zakhid and ukr. aktsiia)

The paper deals with the study of nomination mechanisms in current usage of the units which denote social events. The material of the study embodies the texts of the Ukrainian media discourse (the period of the end of 20th –– the early 21th century). An object of the analysis in the paper is a point segment of the language world-image which is formed by the functioning and semantics of two lexemes ukr. zakhid «a measure, an official event» and ukr. aktsiia «a planned, public social occasion, an event».