LINGUOPRAGMATIC FEATURES OF ECO-NEOLOGISMS IN ITALIAN MEDIA DISCOURSE

The article examines the influence of cultural and social factors on the perception of ecological neologisms in contemporary Italian, with a particular focus on their use in mass media discourse. The aim of the study is to clarify the pragmatic features of the functioning of eco-neologisms and to identify their role in reflecting and shaping current trends in social development. The research material consists of Italian media publications from 2019 to 2025, which reveal a significant number of lexical innovations, among which a distinct group is represented by eco-neologisms (e-fuel, emissioni climalteranti, politiche intersettoriali, etc.). The methodological framework combines discourse analysis, cognitive and pragmatic approaches, which makes it possible to trace both the semantic evolution of new terms and their communicative potential in different contexts. The results of the study demonstrate that eco-neologisms not only reflect sociocultural realities but also actively shape public perceptions of new values in contemporary European society, in particular environmental awareness, innovation, and international cooperation. These findings highlight the growing role of language in promoting ecological thinking and contribute to a deeper understanding of the interplay between linguistic creativity and social change.