Abstract
The article examines the structure, morphemic composition and semantics of the English loanword “downshiftingˮ. The research makes a comparative analysis of dictionary definitions in the borrowing language and discovers the integrating semes. The semantic features of the term are further analyzed in Russian media discourse. The study demonstrates a certain semantic discrepancy between the sphere of fixation and communication, revealing a number of semantic modifications in the process of usage. The research concludes that semantic transformations of borrowings are determined by linguistic and extra linguistic factors, allowing for further ambiguous interpretations.
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