Shifts in communicative semantics in the media discourse

Aim. The article deals with the problem of unconscious (automatic) use in the process of communication in media discourse of words and constructions whose meaning has changed over time. The aim of the study is to identify the supposed semantic shifts, the task is to find out the reasons for the identified shifts and interpret the processes of their appearance. Methodology. To solve the problem, we used corpus analysis methods to form a sample and subsequent contextual, semantic and etymological analysis, as well as quantitative methods to identify the frequency of occurrence in the sample of the identified shifts with the ipm indicator. Results. The main results and main conclusions include the fixation of shifts in the communicative norm due to the non-distinction of the semantics of a word or a construction, which subsequently lead to the consolidation of the usual shift and further cause the non-distinction of their normative and erroneous use. Research implications . Theoretical significance consists in the development of the theory of semantic shifts in the Russian language, consideration of the law of semantic polarisation or enantiosemia resulting from the active use of these constructions in the language of media discourse. The practical significance involves using the results to distinguish the situation of semantic shift in order to avoid its transition into the category of norm.