Abstract
The purpose of this study is to characterize the phenomenon of linguocreativity by identifying the most frequent mechanisms of formation of linguocreatems and their influencing potential in the media discourse. The scientific novelty of the study lies in the fact that for the first time in modern media discourse linguocreatems are considered as a means of influence, taking into account the models of their formation, the transformation of the semantics of new units and pragmatic function. As a result, the conceptual and terminological apparatus of the study was clarified in the aspect of differentiation of the concepts of "language game" and "linguistic creativity". A contextual database of 115 examples of linguistic creatives used in media discourse was created. These examples were then analyzed to identify various cases of linguistic transformations that showcase the authors' linguistic creativity. The main techniques for implementing linguistic creativity in media news publications and blogs were identified. The most common mechanisms were the structural and semantic changes in phraseological units and the use of wordplay. In these cases, familiar phrases are altered in form, creating a play on words that can lead to multiple meanings. This allows the author to convey their viewpoint subtly and shape the reader's perspective.
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