CURRENT ISSUES OF LANGUAGE IN MODERN MEDIA TEXTS

The article explores the key aspects of language functioning in modern media texts, focusing on its specific features, stylistic characteristics, and impact on the audience. It also examines the role of language as a tool for communication, manipulation, and shaping public opinion, while addressing the transformation of language norms in the context of digitalization and the emergence of new media formats. In the modern information society, media texts are recognized as an essential part of public life. They play a significant role in shaping public opinion, influencing political preferences, and promoting cultural values. The language of media texts acts as an indicator of societal processes, reflecting changes in methods of information dissemination, linguistic practices, and the growing demand for interactivity among audiences. The study emphasizes the language of media as fulfilling not only an informative function but also aesthetic, persuasive, emotional, and manipulative ones, among others. It highlights that the language of media texts mirrors complex social and technological processes within society, opens up new opportunities for communication, and demands responsibility and attention to societal impacts. Analyzing the current issues in the language of modern media texts provides a deeper understanding of their influence on society and potential pathways for future development. The article also underlines that media texts employ specific linguistic tools to create emotional impact and facilitate manipulation, influencing not only the behavior but also the beliefs of their audience. Furthermore, the language of media texts contributes to the transformation of linguistic norms, introducing new terms, slang, abbreviations, and hybrid constructions that reflect the dynamic evolution of society. Key features of the language in modern media texts include hybridization, the use of colloquial elements, manipulation of consciousness, interactivity, and multifunctionality. Stylistic features such as conciseness, brevity, emotionality, and expressiveness are identified as essential components of modern communication. Additionally, the use of various stylistic devices further enhances the effectiveness and appeal of media texts.