Abstract
Blogging is an integral part of modern Internet communication. It allows us to push the boundaries of time and space, making it possible for people around the world to interact online: find like-minded individuals, learn, communicate, get up-to-date information, etc. The most popular video format of such interaction today is video blogging. Video bloggers (vloggers) often find themselves in the position of a leader: their lifestyle and speech characteristics become a model for the channel’s subscribers; people listen to vloggers and try to copy them. Since each social role corresponds to a certain type of speech behaviour and a set of language tools, it can be assumed that the speech of vloggers also has some specific features. This paper is an integral part of a multidimensional study of the speech of modern vloggers from the embroidery community on YouTube and considers the active processes of word formation in their speech. The material included Russian-language YouTube videos dedicated to embroidery posted from 2016 to 2020. The research showed that the appearance of derived words in the colloquial speech of embroiderers is not accidental. Words are derived quite often and borrowed by vloggers from each other. They perform various functions, the main being nominative and emotionalevaluative. The creative component of embroiderers’ activity is reflected in their speech: the process of forming new words is characterized by imagery, metaphoricalness, and abundance of diminutives with positive connotations.
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