THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
107
RUSSIAN LANGUAGE IN MEDIA AND COMMUNICATIONS
Shakhakimova Rana Abbasovna
Senior Lecturer of Russian Language
at Nordic International University
https://doi.org/10.5281/zenodo.14785257
Abstract
: This article is devoted to the analysis of the role of the Russian
language in modern media and communications, as well as its significance in the
global information space. In the context of rapid changes in communication
processes, the Russian language retains its influence in the international media
space, remaining an important tool for transmitting information to a wide
audience. The article examines the use of the Russian language in the media
(press, television, radio, Internet media, social networks), its communicative
features, role in official and unofficial discourse, as well as trends in the
development of media language. Particular attention is paid to the functioning of
the Russian language in mass culture, political communication and commercial
advertising. The study analyzes such aspects as the variability of the Russian
language in the media environment, the formation of new means of mass
expression, linguistic features of Internet communication and mechanisms of
influence on the audience. It also considers strategies for transmitting
information through language and images, language norms in the media, stylistic
characteristics and specifics of the Russian language in the context of
globalization of communication. The main objective of the article is to determine
the role of the Russian language in the media and communication system, to
identify its functional capabilities in the modern information space, and to study
the linguistic and socio-cultural changes associated with its use. The study is
aimed at highlighting the current aspects of the Russian language from the point
of view of media linguistics, sociolinguistics and communicative linguistics, as
well as analyzing its effectiveness in the media, Internet communication and
business interaction.
Keywords
: Russian language, media linguistics, communication, mass
media, Internet media, social networks, information space, language norms,
advertising language, political communication, global media.
Introduction
In the modern world, the media space plays a key role in shaping public
opinion, transmitting information and intercultural communication. Mass media
and digital platforms are becoming the main channels of interaction, where
language performs not only communicative, but also cognitive, manipulative and
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identification functions. The Russian language, being one of the leading
languages of international communication, occupies a significant place in the
global media field, providing access to various types of content, shaping
discursive practices and influencing the linguistic picture of the world.
Over the past decades, information technology, the development of digital
media and social networks have led to fundamental changes in the language
space. The Russian language is adapting to new communication formats, actively
integrating into the Internet environment, becoming a tool for professional and
informal communication, political rhetoric, advertising strategies and cultural
representation. In this regard, the study of the role of the Russian language in
media and communications is a pressing scientific problem that requires
comprehensive consideration from the point of view of media linguistics,
sociolinguistics and communicative linguistics. This study is aimed at analyzing
the features of the functioning of the Russian language in modern media,
identifying its communication strategies and mechanisms of influence on the
audience, studying the dynamics of language changes under the influence of
digitalization and globalization. The work examines key aspects of media
discourse, language norms in the media, the specifics of Internet communication,
as well as the influence of social networks on language practice. The relevance of
the study is due to the increasing role of digital technologies in the transmission
of information, the need to study the mechanisms of adaptation of the Russian
language to new conditions of media communication, as well as the influence of
globalization on language processes. The Russian language in the media not only
reflects modern socio-cultural trends, but is also a tool for the formation of new
meanings, which makes its study an important area of scientific analysis.
The purpose of the study is to determine the features of the functioning of
the Russian language in the media and communication system, to identify its
main development trends, communication strategies and factors influencing its
transformation in modern conditions. To achieve this goal, the following tasks
are solved in the work:
• to characterize the role of the Russian language in various types of media
discourse;
• to analyze the specifics of language changes in Internet communication
and social networks;
• to study the impact of media texts on the audience from the point of view
of linguistics and communication;
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• to determine the lexical, grammatical and stylistic features of the Russian
language in modern media;
• to identify the influence of globalization processes on the functioning of
the Russian language in the media. The methodological basis of the study
includes methods of discourse analysis, content analysis of media texts,
cognitive-communicative and sociolinguistic approaches. The theoretical
significance of the study lies in expanding scientific understanding of the
language of media, its dynamics and mechanisms of influence, which contributes
to an in-depth study of the processes of language transformation in the modern
media space. The practical value of the work is due to the possibility of applying
its results in the field of media linguistics, journalism, PR, advertising
technologies, as well as in the practice of teaching Russian as a foreign language
in the context of media communication.
The study allows not only to identify modern trends in the development of
the Russian language in the media, but also to predict possible vectors of its
further evolution in the digital age.
In the modern world, where information has become a key resource,
language plays a vital role in shaping the media space and building
communication. The Russian language, as one of the most common languages of
international communication, is undergoing significant changes under the
influence of digital technologies, social networks and the globalization of
information flows. The analysis of these processes requires an integrated
approach that combines various methods of linguistic, sociolinguistic and
cognitive analysis.
The methodological basis for studying the Russian language in media and
communications is built on several key principles: complexity,
interdisciplinarity and dynamism. Complexity lies in the need to study language
as a system functioning in various media formats - from the traditional press to
digital platforms. An interdisciplinary approach involves the use of methods
from various fields - media linguistics, cognitive linguistics, sociolinguistics and
psycholinguistics. Dynamism reflects the fact that linguistic changes in the media
occur at a high speed, which requires constant updating of methodological tools.
One of the main research methods is discourse analysis, which allows us to
study the ways of organizing speech in media texts. Discourse in this context is
understood not only as a set of linguistic means, but also as a social phenomenon
that determines the ways of constructing meanings and ideological positions.
Analysis of media discourse allows us to identify how language is used to
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influence public opinion, what rhetorical strategies prevail in news and
analytical materials, how the style of media texts changes depending on the
audience and communicative goals.
An equally important tool is content analysis, which makes it possible to
quantitatively measure the prevalence of certain linguistic phenomena. This
method is used to identify the frequency of use of key words, terms, neologisms,
borrowings, as well as to analyze the emotional coloring of media texts. For
example, in political journalism, content analysis helps to identify which lexemes
are most often used to create a certain image of political leaders or to shape
public opinion on a particular issue.
Of significant importance in the study is cognitive-communicative analysis
aimed at studying the mechanisms of meaning formation and the influence of
media messages on the perception of the audience. This method is especially
relevant in the era of digital communications, when users are faced with huge
amounts of information presented in a compressed and visually rich form (for
example, in the format of headlines, memes, infographics). The study of
cognitive strategies used in media discourse allows us to understand how
exactly the Russian language adapts to new conditions and what techniques
allow us to achieve the maximum communicative effect.
Special attention is paid to sociolinguistic analysis, which helps to identify
the influence of social factors on the functioning of the Russian language in the
media. The development of digital platforms has led to the emergence of new
forms of informal communication, where language norms are becoming more
flexible. Social networks, blogs, forums facilitate the dissemination of colloquial
elements, slang, Anglicisms, which leads to the stylistic polyphony of the modern
media field. The sociolinguistic approach allows us to determine which user
groups form language trends, how the norms of official and unofficial media
discourse change, and how linguistic variability reflects sociocultural processes.
In addition, an important research tool is corpus analysis, which allows
studying language trends based on large data sets. The use of digital text
corpora, such as the National Corpus of the Russian Language, makes it possible
to identify changes in the use of lexical and grammatical constructions, as well as
track the dynamics of the emergence of new linguistic phenomena. Corpus
analysis is especially useful for studying Internet communication, as it allows
analyzing real examples of language use in the online environment.
The use of these methods in combination allows us to get a holistic idea of
how the Russian language functions in modern media, what changes it
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undergoes in the context of digitalization, how different user groups form new
speech strategies, and how language is used to construct meanings and influence
the audience.
Thus, the methodology for studying the Russian language in media and
communications is based on a combination of linguistic, cognitive and
sociolinguistic approaches, which allows for a comprehensive study of the
dynamics of language processes. In the context of rapid changes in the media
field, such an interdisciplinary approach is becoming a necessary analytical tool
that promotes a deeper understanding of the role of the Russian language in the
modern information environment.
Results and discussion
The analysis of the functioning of the Russian language in modern media
and communications allowed us to identify a number of key trends reflecting the
dynamic changes in the language environment under the influence of digital
technologies, globalization and the transformation of traditional communication
models. The study of various formats of media texts, from news publications to
social media content, showed that the Russian language not only adapts to new
conditions, but also actively forms new speech strategies and discursive
practices.
1. Trends in the development of the Russian language in the media
One of the most important results of the study is the identification of the
increasing hybridity of the Russian media discourse. In modern media, there is a
combination of formal and informal style, which is due to the influence of
Internet culture and the growing popularity of social networks. In traditional
journalism, there is a tendency to comply with language norms, but in online
publications, blogs and user content, the style is becoming more colloquial,
which helps to enhance the emotional impact on the audience.
Active borrowing of Anglicisms and terms related to information
technology, marketing, politics and media was also recorded. For example,
words such as "fake news", "hype", "trend", "flash mob", "targeting" are actively
used not only in the professional environment, but also in everyday
communication. This indicates the expansion of international influence on the
Russian language, as well as the growth of linguistic hybridity characteristic of
the globalized information space.
2. The role of social networks and digital media
Social networks such as Instagram, Twitter, Telegram, YouTube, TikTok
have a significant impact on the transformation of the Russian language. The
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International scientific-online conference
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main feature of digital communications is the brevity of information, which leads
to an increase in the popularity of laconic messages, memes, emoji and visually
oriented content.
Analysis of texts in social networks showed that the language of media files
increasingly includes elements of oral speech, such as slang, emphatic
constructions, interjections and emotional expressions. This contributes to the
formation of a new type of discourse, which can be characterized as interactive
and personalized.
Moreover, the results of the study showed that social networks are
becoming the main tool of political and social communication. Political discourse
in the media increasingly includes not only traditional forms of rhetoric, but also
elements of Internet culture, such as memes, hashtags and viral messages. Thus,
the Russian language in digital media acquires new communicative functions,
turning into a tool for mobilizing the audience and influencing public opinion.
3. The influence of media on language and public perception
The study showed that language in the media not only reflects changes in
society, but also actively shapes its perception of reality. The use of various
rhetorical strategies, manipulative techniques and stylistic devices in the media
influences the audience's interpretation of events.
For example, euphemisms, hyperboles, emotionally charged expressions
are actively used in political media discourses, which helps to create a certain
information background. The terminology used in news headlines is often aimed
at attracting attention, which leads to the spread of sensationalism and a
decrease in the objectivity of information presentation.
One of the significant aspects of the study was the identification of
differences in the language policy of traditional and new media. While print and
large news agencies try to adhere to normative standards, digital platforms,
including blogs and user-generated content, contribute to expanding the
boundaries of the language norm, popularizing neologisms, playful forms of
speech and informal constructions.
Conclusion
The conducted study allows us to conclude that the Russian language in
modern media and communications is in a state of active transformation.
Digitalization of the information space, the development of social networks and
changes in media consumption contribute to the evolution of language norms,
the emergence of new speech strategies and the expansion of the functional
potential of the language.
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Russian media discourse is becoming increasingly flexible, combining
elements of formal and informal communication, which makes it accessible to a
wide audience. Social networks are becoming the main testing ground for
language experiments, which result in new forms of communication focused on
brevity, visuality and emotionality.
Main findings of the study:
• Hybridization of the Russian language in the media, expressed in a
combination of colloquial and formal style.
• The influence of digital technologies on the development of new forms of
communication (memes, hashtags, emoji, viral messages).
• Expanding role of social networks as a platform for the formation of
public opinion and political rhetoric.
• Reduction of linguistic normativity in Internet communication,
popularization of slang, borrowings and neologisms.
• Manipulative potential of the language of the media, associated with the
use of rhetorical strategies and emotional coloring.
Thus, the Russian language in the media and communications remains a
powerful tool of influence, but at the same time is subject to intensive changes
under the influence of the digital era. In the future, the study of these processes
can help to better understand the mechanisms of the formation of public
consciousness, as well as develop effective media communication strategies that
take into account the features of the modern language space.
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