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ADJECTIVE NEOLOGISMS IN THE MEDIA SPACE: A FUNCTIONAL
ASPECT
Fakhriddin Israilovich Abdurakhmanov
Doctor of Philological Sciences, Professor of the Department of Russian Language
and Teaching Methodology, UzSWLU
Abstract:
Language, as a social phenomenon, constantly evolves under the
influence of scientific and technological progress, as well as social and cultural
transformations. In recent decades, especially since the late 20th century, the rate of
linguistic change has accelerated significantly, driven by globalization and digital
communication. One manifestation of these changes is the active use of neologisms,
particularly in media and internet spaces.
Journalists and digital content creators employ new words to enhance
informativeness, expressiveness, and relevance. However, excessive adoption of
neologisms can complicate text comprehension and negatively affect communication.
A significant portion of new adjectives in the language is influenced by fashion
trends, borrowings from English, and the desire for brevity in expression. These
linguistic innovations help create a distinct style and mood in texts but also carry the
risk of losing semantic clarity.
The media space serves as a crucial channel for the dissemination of new words,
while the internet contributes to their rapid popularization. Some adjective
neologisms become entrenched in the language and transition into official and
conversational speech. Nevertheless, excessive use of new terms can complicate
communication and reduce the quality of journalistic texts.
Keywords:
language, neologisms, media space, journalism, internet,
borrowings, communication, expressiveness, globalization, stylistics
The evolution of language directly depends on transformations in society,
advances in scientific and technological progress, and the implementation of
innovations. According to many experts, these factors create the need for new words
to designate objects and phenomena [8, p. 145]. The fact that language and speech
change over time is undisputed. However, the intensity of these changes can vary
significantly across historical periods [2, p. 90].
Since the 1990s, the pace of linguistic change has increased, driven by shifts in
social, political, economic, and psychological conditions that affect both Russian
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society and the global community [4, p. 165]. The active globalization processes have
significantly influenced language as a key tool for communication and expression.
New words are an integral part of the lexical inventory. Neologisms add dynamism to
language, as vocabulary constantly evolves and expands.
Modern linguistic development poses new challenges for society, as neologisms
increasingly appear in both spoken and written communication, including journalism,
media, and the internet space [7, p. 185]. Journalists frequently use new words in
their texts to convey richer meaning and imagery compared to existing lexical units.
In mass media, neologisms serve the same function as in language—they are used to
describe new phenomena, objects, and events.
According to researchers, the emergence of new words is influenced by
extralinguistic factors, one of which is the diversity of topics covered by journalists.
The key factors driving the use of new words in contemporary mass media, as noted
by modern scholars, include the following [9, p. 122]: increasing informativeness, the
presence of commonly accepted international terminology, and the influence of
"language fashion" [10, p. 107].
Most neologisms characteristic of contemporary media and journalism belong to
lexical innovations, while semantic neologisms, though present, are considerably less
common. The overwhelming majority of new words are borrowings, with English
loanwords comprising the largest share.
First and foremost, it is essential to highlight their refreshing function, as they
update the language, enhance the relevance of texts, and free authors from clichéd
expressions. One of the advantages of actively incorporating new words in journalism
is their ability to convey richer content compared to existing Russian words, while
also serving as a stylistic tool. However, the use of new words is not always justified
and often occurs in journalism merely as a way to follow linguistic trends [1, p. 10].
It is important to recognize that the introduction of new words should not be an end
in itself, as excessive reliance on neologisms can significantly degrade text quality,
making it harder for readers to comprehend. Neologisms function as a means of
expression and an integral part of linguistic play, which is essential in modern
journalism.
An analysis of contemporary mass media shows that new words do not always
contribute positively to the quality of articles. Many of them clutter speech, making it
crude and overly simplified. Therefore, if a neologism (especially a borrowed term)
has an equivalent in Russian, it is preferable to use the native term rather than
overloading the language with excessive borrowings. An excessive fascination with
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neologisms often leads to misunderstandings between the author and the audience,
which can be perceived as a form of verbal aggression—whether in personal
conversations or mass communication. The difficulty in communication arises from
the lack of immediate feedback. In personal interactions, an unclear word can be
clarified by asking a question, but in mass communication, the reader lacks this
opportunity and may feel confused, doubting either their linguistic skills or the
author's competence [5, p. 13].
The function of increasing informativeness, particularly in areas where new
words have not yet been firmly established in Russian terminology, can be illustrated
with examples:
- Coworking space – a shared workspace rented collectively by independent
professionals, freelancers, or small firms.
- Account manager – a specialist who acts as an intermediary and a connecting
link between a company and its clients.
- Fundraising campaign – a planned and targeted activity aimed at collecting
financial resources to support projects, programs, or a company’s statutory activities.
One of the driving forces behind vocabulary renewal is the desire to align with
linguistic trends. Foreign words borrowed from other languages are often used to give
texts a greater sense of prestige, relevance, and modernity. The majority of new
words are formed in this way.
One of the essential tasks in using neologisms in the media space is the need for
established international-level terminology. For example, this established
terminology includes designations actively used in the fields of electronic systems
and internet technologies (hosting company, detailing center, retail company, indie
developer, cleaning services, desktop version, cloud technologies, etc. ) [11, p. 188].
Most of the new words appearing in texts serve a function driven by the desire
to align with linguistic trends. This is because they carry increased semantic richness
and contribute to expanding the volume of transmitted information. However, fashion
trends are not the only factor determining the frequency of neologisms in texts. The
use of new words in mass media depends on the thematic focus of the publication, the
format of the distributed materials, and the target audience. Youth-oriented
publications will contain significantly more new words than those aimed at older
generations. Specialized publications will use their own terminology and neologisms
[6, p. 145].
The use of new adjectives in the Russian language, especially in mass media and
online spaces, is a linguistic phenomenon that reflects both language development
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and shifts in public perception. Adjective neologisms emerge suddenly, seemingly in
response to transformations in culture, technology, politics, and society, and most
often find their place in media and online environments. Unlike nouns, which
establish objectivity, adjectives play a greater role in evaluation, characterization, and
emotional perception, making them attractive for headlines, comments, posts, and
news feeds. Adjective neologisms frequently serve as expressive markers, conveying
the author's mood, level of engagement in an event, and even ideological stance [3, p.
21].
The digital environment has become a driving force behind linguistic
innovations. The characteristics of digital communication—high-speed data
exchange, a creative approach to language, and the absence of rigid norms—have
contributed to the rapid emergence of new words. Social media users experiment with
language, creating new forms based on English roots (e. g. , "vibe-like, " "flex-based,
" "aesthetic"), reinterpreting slang words in ironic or sarcastic ways. Adjectives serve
as markers of tone in posts, conveying emotional nuances, fostering recognition, and
reinforcing a sense of belonging to specific cultural groups.
Despite its openness to new words, the media space often employs them
strategically—to attract attention, emphasize novelty, and shape the agenda.
Adjective neologisms become tools of influence and manipulation. Headlines such as
"The Ultra-Failed Project of the Year" or "The Hype-Driven Reform" not only
convey information but also embed an evaluation—sometimes aggressive, sometimes
subtly positive. Language gains flexibility and functionality, but also risk, as some
new adjectives lose semantic clarity and turn into clichés.
Certain adjective neologisms remain in the language, transitioning from the
internet to print media and eventually into conversational and official speech. For
example, the adjective "toxic" was initially used to describe interpersonal
relationships but has now expanded into corporate discourse, psychology, and
politics.
Adjective neologisms in media and the internet represent a dynamic, evolving
layer of language that reflects the spirit of modernity. They can be trendy,
ambiguous, witty, or provocative, but they always serve as indicators of cultural
processes.
In the digital space, many new adjectives emerge not through formal logic but
from a subconscious desire to use metaphors and economize words. Hybrid words or
truncations quickly acquire adjective status, becoming relevant to specific contexts
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and referencing not just terms but entire sets of ideologies, fashion trends, and visual
cultures.
Many neologisms result from linguistic borrowing, primarily from English, but
they acquire their own morphological structure. For instance, "trendy" transforms into
"trendovy" (трендовый), and "aesthetic" becomes "estetichny" (эстетичный). These
adjectives integrate seamlessly into Russian grammar while retaining traces of
Western culture. Some view such formations as linguistic contamination or a
violation of norms, leading to a clash between advocates of linguistic purity and
supporters of natural language evolution. However, even negative reactions indicate
the vitality of the phenomenon—if a word provokes discussion, it actively
participates in culture.
Moreover, adjective neologisms reflect societal concerns, hopes, and aspirations.
The linguistic aura surrounding words like "graded" (грейдовый), "neural-network-
based" (нейросетевой), and "eco-conscious" (экосознательный) signals a
reassessment of values, showing that society is beginning to evaluate significance and
modernity differently [12, p. 189].
The use of adjective neologisms is not merely a matter of fashion or
expression—it is a mode of thinking, a form of communication, and a means of
resistance. Adjective neologisms can amplify meaning or obscure it, unite or divide.
Language becomes a space for experimentation, and each new adjective represents an
attempt to name something that is still taking shape in culture and society.
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