Abstract
Statement of the problem. The practice of using a living language naturally and constantly gives rise to various innovations. At the vocabulary and phraseological level, this is primarily the emergence of new units. These include primarily foreign-language borrowings, designed, as a rule, to denote some previously unknown realities – however, today other factors are most effective. The introduction of lexical archaisms, which have long gone into passive reserve, is also quite productive. Both of these methods are actively used in the discourse of the media, which is quite natural: they need to refresh the range of language tools in order to increase the effectiveness of verbal acts that should affect the audience. However, such lexical innovations often become, without much need, extremely frequent in media texts, gaining the status of a fashion accessory. The purpose of the article is a semantic and stylistic analysis of the phenomenon of lexeme reactualization.
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