"ЛІНГВІСТИКА МОДИ": ТРЕНДОВІ НАЦІОНАЛЬНО МАРКОВАНІ МЕТАФОРИ (НА МАТЕРІАЛІ МОВИ ГАЗЕТИ)

Abstract

The socio-psycho-linguistic phenomenon of fashion draws considerable linguists’ attention: one can trace the methodological foundations of this phenomenon study being dynamically developed, the formation of a corresponding metalanguage, as well as the formation of research aspects and domains, which makes it possible to justify the emergence of "fashion linguistics" as a new linguistic direction. One of the tasks of "fashion linguistics" is the study of trendy metaphors in the media style as the most popular in today’s discursive space. The newspaper language is considered to be the source that attests to the distinctiveness of the Ukrainian language progress, demonstrates its development peculiarities, as well as its corresponding trend changes. In recent years, the journalistic style has changed, which is related to extralinguistic factors – democratization of society, Russia’s invasion, increasing the Ukrainian language prestige, Ukrainian culture and history presentation, etc. The newspaper images is based on a metaphor, which is skillfully modeled by speakers, realizing various formulas, including traditional and innovative, trendy ones. One can currently view the renewal of the Ukrainian metaphor fund, which generally expands the scope of national metaphors given the specificty of Ukrainians’ mentality, the precedent expressions manifestation, as well as precedent situations for the successful creation of a language game, original meanings modeling. In journalistic style texts, we fix the fashion for so-called phytonyms, created in accordance with the Ukrainian natural philosophy principles, such as: "pumpkin metaphor", "garlic metaphor", "bean metaphor". Thus, Ukrainian media discourse demonstrates a fashion for national, a fashion for language creativity, which is embodied in Ukrainian linguistic culture. The perspective of the research is in tracking and studying the so-called fashion trends in language, in particular fashionable metaphors, in the possibilities of creating a national fund of metaphors, as well as in paying attention to the development of the terminology of fashion linguistics.