The pragmatic function of neologisms in the modern Russian media discourse

The subject of this article is the pragmatic function of neologisms in the modern Russian media discourse. The work is devoted to the study of the mechanisms of integration of both intra-linguistic and foreign-language neologisms into the media space of Russia, their role in creating expressiveness and effectiveness of communication. Special attention is paid to the analysis of lexical units capable of adapting to changing social and cultural conditions. Their influence on the formation of public perception, the implementation of various functions in media texts and their connection with current events are investigated. Examples include neologisms such as "anti-masochist", "remote", "storytelling" and "coworking". The analysis demonstrates how these elements contribute to the modernization of the language, its enrichment and reflection of current realities. The work focuses on the importance of media discourse as a tool for spreading and consolidating linguistic innovations. The work uses methods of contextual analysis, lexico-semantic classification and interpretation of linguistic units, which allows to systematize and classify neologisms according to their functions in the media discourse. The scientific novelty of the study lies in the identification of the pragmatic function of neologisms in media discourse, demonstrating their key role in the formation of modern media texts. The author reveals that intra-linguistic neologisms contribute to the preservation of cultural identity by creating emotional expressiveness of texts, while foreign-language borrowings emphasize the international character of events and the modernization of language. The work reveals that the integration of neologisms allows the media discourse to remain relevant, modernized and communicatively effective. It is concluded that the use of neologisms in the media enriches the Russian language, contributes to the development of the cultural context and forms new ways of perceiving information. This research can become the basis for creating lexicographic and translation solutions, as well as for optimizing media and advertising communication strategies.