Estudio sociolingüístico de las creaciones léxicas directas del anglicismo en la comunicación oral de las «influencers» de moda

Social networks have led to a new sociolinguistic profile: fashion influencers, who are considered speech role models for the youth population of today’s globalised society. Their discourse states specific linguistic habits, such as the frequent presence of Anglicism. This research aims to determine, within the particular jargon of clothing and makeup, what are the communicative strategies around direct anglicised lexical creations. With this purpose, an oral corpus has been elaborated from audiovisual samples extracted from their personal Youtube channels. We carried out a sociopragmatic analysis of the use of Anglicisms, establishing its typology and its relationship with different morphological, lexical-semantic and pragmatic issues. Hence, we can determine which social and linguistic variables condition the use of Anglicisms in influencers. We found a whole lexical repertoire in which direct, non-adapted Anglicism abound, although the cases of adapted and hybrid variants formed by derivation stand out, as well as the different discursive functions and metaphorical and metonymic uses.

Everyday exposure to the influences of the English language in the Serbian-speaking environment naturally leads to a greater use of English words, which is manifested by the use of English as a substitute for words of the original Serbian language. The population that falls under the influence of a foreign, English language, among other groups of Serbian society, includes school-age children because they search for information of various contents that are available to them with the help of the Internet. Here, first of all, we mean social networks such as Facebook, Instagram or Tik Tok, but we also have in mind YouTube, which is a very popular medium where various contents are shown for the purposes of online teaching and information from the world of science, culture, social life of young people. Having in mind the mentioned facts, the research, the results of which will be presented in this paper, deals with the issue of conditional-consequential connection between the use of English in third, fourth and fifth grade students of elementary school "Branko Radičević" in Kosovska Mitrovica and teaching and other content within online teaching, data for teaching purposes from the sources of the daily press in Serbia, the content of certain television programs as well as the mentioned sources of websites for the purposes of collecting information. In order to obtain relevant data, an online survey was made and conducted, within which words from the Serbian and English original vocabulary were offered in the given context of statements from the Serbian language. The aim of the study is to examine the frequency of use of anglicisms, i.e. words of foreign, English, origin, and to determine the cause-and-effect relationship with the offered internet media and their contents. We will show in the paper that the results of our study showed that the use of anglicisms is positively correlated with the time spent in research on social networks, and that the negative correlation of the use of anglicisms in relation to time spent in online classes organized during the state of emergency in Serbia in the first months of the Covid virus epidemic 19.

  This article examines the use of anglicisms as a tool for attracting audiences in Kazakhstani media discourse. Based on an analysis of 2024 media texts sourced from Kazakhstani news portals on social networks, the main motives for using anglicisms are identified. The findings demonstrate how anglicisms contribute to the popularization of materials and enhance their competitiveness in the context of globalization and the digital transformation of media. A sociological survey was also conducted among 460 respondents from Kazakhstan to explore their attitudes toward the use of anglicisms in media. The survey results revealed that most respondents view anglicisms as a sign of modernity and globalization, although some expressed concerns about their impact on linguistic culture and traditions. The study highlights the main reasons for using anglicisms, including adding modernity and relevance to texts, linguistic economy, resolving semantic ambiguity, the absence of equivalent terms in the recipient language, creating emotional expressiveness, and fulfilling social functions.The research results can be useful for journalists, editors, and media communication professionals in developing content that balances global trends with the cultural characteristics of the Kazakhstani audience. References Abdikadyrova A.K., Kuzembekova Z. Anglicisms in the works of scholars of Kazakhstan. Eurasian Science Review: An International Peer-Reviewed Multidisciplinary Journal. 2024;2:99–104. DOI: https://doi.org/10.63034/esr-60 Crystal D. English as a Global Language. 2nd ed. Cambridge University Press; 2003. Zorina  V.  Anglicisms  in  modern Russian  (using  the  example  of  Internet  vocabulary). Kazan Linguistic journal. 2018;2(1):5–14. (In Russ.) O'Keeffe A. Media and discourse analysis. In: Gee J., Handford M. (Eds.). The Routledge Handbook of Discourse Analysis. London: Routledge; 2011. Zhusubalina Zh.M., Radbil T.B. The use of anglicisms in the media of Kazakhstan. In: Priority directions for the development of sports, tourism, education, and science: Proceedings of the III International Scientific Conference. Nizhny Novgorod; 2022;266–269. (In Russ.) Cambridge Dictionary. Anglicism. Available from: https://dictionary.cambridge.org/dictionary/english/anglicism (accessed: 21.11.2024). Nurgalina K.B. The impact of anglicisms on students' speech. Sustainable Development of Territories: Theory and Practice: Proceedings of the International Scientific and Practical Conference. Sibay: Sibay Information Center – Branch of State Unitary Enterprise of the Republic of Bashkortostan, “Respublika Bashkortostan” Publishing House; 2020. P. 377–379. (In Russ.) Nurgalina K.B. Main ways of forming neologisms in the English language. Topical Issues of Linguistics, Intercultural Communication, and Methods of Teaching Foreign Languages at Universities. Yekaterinburg: UGUG Publishing; 2020. P. 148– (In Russ.) Sokolova A.G. Study of Pragmatic Aspects of Anglicisms in Italian Media Texts. Bulletin of the Chuvash State Pedagogical University named after I.Ya. Yakovlev. 2021;3(112):112–119. DOI: 10.37972/chgpu.2021.112.3.014 Sakaeva L.R. Comparative analysis of phraseological units of anthropocentric orientation (on the material of Russian, English, Tajik and Tatar languages): specialty 10.02.20 “Comparative-historical, typological and comparative linguistics”: dissertation abstract for the degree of Doctor of Philological Sciences. Ufa; 2009. 37 р. (In Russ.) Sakaeva L.R., Yalalova R.R. Structural-grammatical peculiarities of phraseological units characterizing disease - Health in the English, German and Russian languages. Life Science Journal. 2014;11(5):547–550. Sakaeva L.R., Yahin M.A., Ermolenko A.Yu., Bazarova L.V. Translation features of author neologisms on the example of modern english prose. Revista San Gregorio. 2018;23:108.  

The translinguistic research paradigm contributes to the study of specific aspects of social interaction among multilingual language users. The multimodal and multisensory nature of language is manifested in language varieties including geographical, social, age or gender varieties. Human beings in the process of language contacts are very conscious of the relationship between race, nation and community on the one hand and language on the other, and the discrepancies between boundaries in linguistic structural terms and in socio-cultural and ideological terms. The object of the study is anglicisms used by the students of Don State Technical University in the media space from the point of view of highlighting their lexico-semantic characteristics and functioning. The aim of the research is to study the main trends in the use of anglicisms by students in social student networks. On the basis of the conducted online survey of 360 students of DSTU we tested hypotheses about the reasons and main trends in the use of anglicisms, the influence of students' specialization on their use in speech. The respondents' answers were divided into the following categories: 1) the most frequent anglicisms; 2) meanings of words; 3) spheres of application; 4) violation of the linguistic norm; 5) reasons for their usage; 6) prospects. We collected both quantitative and qualitative data, including surveys and observations. The results of the research indicate the tendency of frequent usage of direct borrowings and calques from English related to the sphere of “Internet” usage. Multilingual learners freely incorporate Anglicisms into their speech to overcome differences, discrepancies, inconsistencies and ambiguities in communication, manipulating them for strategic benefits when necessary. The use of anglicisms in the speech of the youth does not depend on their belonging to a professional community, with the exception of jargon and professional slang.

Humor is a pragmatic and interdisciplinary phenomenon whose sociocultural relevance has been increasingly recognized by the Academia. Surprisingly, although the anthropo-philosophical theory of homo risu emerged in the 7th century, linguists became interested in the study of the linguistic mechanisms of humor only a few years ago. One of those mechanisms is the use of Anglicisms, because of their pragmatic potential to provide some added value, a halo of prestige and modernity, which creates playful effects of complicity. This paper examines the way Anglicisms crucially contribute to the humorous discourse of the satirical news show El Intermedio, the longest-running program on a Spanish private TV channel. Monitoring of 300 episodes broadcast between April 2022 and December 2024 proves how, in addition to puns and irony, scriptwriters tend to resort to a number of strategies involving the creative use of Anglicisms, which perform different pragmatic functions, while showing sociolinguistic awareness. They also offer an up-to-date sample of the great vitality of Anglicisms in contemporary Spain.

The aim of this research is to identify the similarities and differences in English, Russian, and Spanish-language internet discourse at all significant linguistic levels (based on social media data). The factual basis of the research consists of contemporary texts from users of Russian-language and foreign social networks on the Internet from 2019 to 2024. The scientific novelty of the work consists in identifying the linguistic features of Spanish, English, and Russian-language internet discourse in social networks at the orthographic, lexical, and syntactic levels; in establishing the similarities and differences in linguistic means of expressing contemporary internet discourse in social networks (based on Spanish, English, and Russian languages). For the first time, a detailed comprehensive analysis of linguistic features has been conducted on the material of three languages in contemporary social networks. The results obtained show that similar phenomena and trends characteristic of internet discourse are observed in the studied languages (linguistic economy, violation of spelling and punctuation rules, use of abbreviations and acronyms, slang and jargon vocabulary). However, there is also a minor range of differences, which are mainly contained in the lexicon. Thus, the use of Anglicisms, borrowed abbreviations, and acronyms is relevant for Spanish and Russian. A number of features are noted that are characteristic only of Russian (the use of diminutive suffixes, the writing of English-language terms in Cyrillic), as well as only of Spanish (omission of the inverted question mark at the beginning of a sentence, gender correlation through the use of computer symbols).

The paper deals with the research on the prevalence of recent anglicisms in the everyday language of the students at the Department of English Language and Literature of the Faculty of Philosophy in Kosovska Mitrovica. Since the anglicisms that have entered the Serbian language in the last two decades are the result of progress in information and computer technology, the goal of this research is to assess the most common Englishorigin vocabulary, especially in the speech of older adolescents. Although the sample was a group of English language students (N=50), it is assumed that their everyday language reflects the language of the wider population of students of English language and literature, which should be examined by including a much larger number of English speakers from different universities in Serbia, in order to reach more reliable results. One of the tasks of the linguists is to preserve the Serbian language from the influx of foreign words, while the role of lexicographers is to publish new dictionaries including all foreign words that enter the Serbian language and persist there. New words of English origin multiply every day in contact with content found on the Internet, starting from social networks, blogs that offer advice for various problems, sites that are full of lexical units originating from the English language, films, series, and so-called "tutorials" that are especially followed by the younger population. This paper will not discuss the justification of the use of anglicisms found, but an attempt will be made to find those that are most frequent, and thus the lexicon that, whether we like it or not, entered the Serbian language. The study relies on the free verbal association method to identify frequent lexical units originating from English. Comparative analysis is performed using the latest dictionaries Rečnik novih reči u srpskom jeziku 1 (Otašević i dr. 2022), abbreviated as RNR, and Srpski rečnik novijih anglicizama (Prćić et al. 2021), abbreviated as SRNA. Consequently, the paper highlights the most frequent lexical units from the students' perspective that are not listed in the dictionaries RNR (2022) and SRNA (2021). Through free verbal associations, students wrote anglicisms they use in their speech. The diversity in the choice of alphabets, as well as forms that the students chose while writing anglicisms, would be determined. This research, although it has shortcomings in terms of the small number of respondents, can still provide valid data in the field of lexicography and contact linguistics.

This study explores the impact of digital media on the linguistic development of of undergraduate students at the Faculty of Humanities at “Ismail Qemali” University, Vlora. Using a sociolinguistic approach, the research analyzes the use of anglicisms, abbreviations, and visual symbols (emojis) in new forms of online communication that are shaping the students’ everyday language. Data were collected through questionnaires and content analysis of posts on social networks. The results show a clear trend toward language informalization of language and the impact of technology on the structure and pragmatics of spoken and written Albanian. The results show that digital media is not only a means of communication, but also a powerful factor in the transformation of linguistic structures and cultural identity. Ultimately, this study is indicative of how digital media has influenced lexical lexical enrichment, syntactic simplification, and the creation of a hybrid linguistic identity.

The article examines the linguistic aspects of urban discourse as a sphere of brand communication functioning. The relevance of the study is due to the need to analyze linguistic mechanisms that contribute to the formation of urban identity and influence socio-cultural processes in the urban space. The aim of the study is to identify the main lexical-semantic and pragmatic features of city brand communication, as well as to analyze the interaction between global and local linguistic practices in the formation of urban discourse. The study applies methods of discourse analysis, cognitive linguistics, corpus analysis, and critical discourse analysis to identify linguistic strategies employed in brand communication. This study draws on urban advertising campaigns, toponyms, social dialects, and multimodal texts that function within the brand communication of Spanish-speaking cities as its primary research materials. From a linguistic standpoint, urban discourse as a sphere of brand communication involves the integration of several core concepts: an expanded understanding of the role of language as a dynamic element of the city’s cultural identity, the multimodality of communication, and the interplay between global and local language practices. The proposed novelty is based on the adaptation of linguistic theories to the contemporary context of urban branding, which reflects emerging trends in the use of language, symbols, cultural codes, and technologies to construct a sustainable urban image. The study of urban discourse and city brand communication has confirmed that language is a key instrument in shaping urban identity and positioning it at both national and international levels. The findings reveal that linguistic strategies in city brand communication involve the use of toponyms, metaphorical expressions, sociolects, and hybrid linguistic forms that contribute to the formation of a distinctive urban discourse. It has been revealed that the interaction of global and local linguistic practices fosters the dynamic development of the urban brand. The conclusions emphasize the need for a comprehensive analysis of the linguistic mechanisms of brand communication, considering multimodality and the socio-cultural context.

Being surrounded by English language leads us to think that anglicisms are found in everyday language. Innevitably, even children of primary school age come into contact with anglicisms. The online classes that were conducted, and due to the epidemic of the Kovid 19 virus, made the availability of words of foreign origin, in this case from the English-speaking area, even easier. The subject of this paper is to examine the differences in the use of anglicisms among pupils ofthe primary school in Kosovska Mitrovica, aged 9 to 12 years, in relation to sociodemographic variables (gender, grade and age of students, school successand educational level of parents and socioeconomic status of the family). Online survey was conducted offering words of Serbian and English origin with the aim of giving an insight into how many foreign words are used instead of domestic ones. The research found that a statistically significant difference exists only between pupils whose mothers are of different educational levels. Other hypotheses have not been confirmed.

Aims: The widespread use of computer-mediated communication (CMC) among adolescents has favored the creation of a newly written code called digitalk. This new code includes, among other characteristics, the use of foreign words as textisms, mainly anglicisms. These textisms also serve as a mark of identity among young speakers. The aim of this paper is twofold: first, to describe which are the more frequent anglicisms used by Spanish adolescents in their CMC and the code-mixing pathways of inclusion; second, to examine the possible influence between the use of anglicisms in the CMC of Spanish adolescents and their orthographic competence. Method: Based on an exploratory methodology, a corpus of interactions through WhatsApp of a group of adolescents attending Compulsory Secondary Education in a region of southern Spain has been analyzed. Data analysis: Sketch Engine software was used for corpus analysis, presenting the normalized frequency (1/1,000) of textisms, misspellings, and multimodal elements. Finally, for the descriptive statistical analysis of the data and for the bivariate correlation analysis applying Pearson’s coefficient, IBM SPSS v.26 software was used. Findings: The results indicate that young people use English Code-Mixings (ECM) as discursive framers with an expressive aim and as a sign of belonging to a specific community of speakers. Moreover, no positive correlation is observed between the use of these ECMs and a lower orthographic competence. Implications: ECMs show an important pragmatic function in CMC among Spanish adolescents. Furthermore, they are one of the elements that have been incorporated into the digital norm of Spanish and can be used in Compulsory Education as a resource for the acquisition of communicative competence in adolescents along with other textisms. Originality: This is the first research that analyzes the frequency and function of anglicisms in Spanish CMC and their impact on the orthographic competence of Spanish adolescents.

The aim of the article is to analyze the Facebook pages of amalgamated territorial communities and elaborate recommendations for the effective use of Facebook for the presentation of a community. The results of the analysis. In recent years, social media social media usage is increasingly expanding. There are numerous programs such as Twitter, Facebook, LinkedIn, Pinterest, Google+, Instagram, etc. One of the special features of social media is that they can be used not only by individual users but also by educational institutions, enterprises, organizations, government structures, primarily as a communication platform. However, the use of social media for business and public authorities has its own peculiarities. P. Lachapelle emphasized that the use of social media and networking is significant as a community development tool in terms of building relationships, improving communications, documenting development efforts, sharing information in real time, informing and reaching a wider audience than it was possible at any time in the history. There is a lack of attention paid to the issue of using social networks by amalgamated territorial communities that have been formed in the process of power decentralization reforms in Ukraine. We have conducted a content analysis of 51 Facebook pages of rural amalgamated territorial communities of the Carpathian region. The time frame of content analysis was three months (November-December 2018). The analysis conducted shows that 37 communities created Facebook Page; 8 registered as Facebook Group (one of which is closed); 6 - as a personal user profile. The following groups of content on Facebook highlighted information about cultural events; greetings; information about community successes; activity of the administration/local authorities; information about competitions/grants; reposts; appeals of residents, household postings. The reposts of different nature (80%) were found to be the most frequently spread. The information about cultural events, which is posted on 39 of the 51 Facebook pages (76%), is the second most common information. To the same extent, postings about community success, greetings of workers and residents, and the like were posted on pages of 36 communities. In 65% of cases there was information about performance activities of the local authorities and officers of administration. The announcements were displayed on 27 Facebook pages of communities. It is worth emphasizing that for organizations it would be reasonable to create a Facebook Page not a Group or a personal Profile. That is why, if the local authority of the amalgamated territorial community decides to create a profile in a social network, then, firstly, there should be a specific goal - the presentation of the community. Secondly, it is necessary to appoint a specific person responsible for that. Finally, the information on the social network should be balanced. The messages should reflect the community livelihoods and such information ought to be focused on the community location. It is mandatory to provide the information about the community itself and mention its official page. Conclusions and direction for further research. First of all, a positive trend is the use of social media by amalgamated territorial communities. As stated in our content-analysis, two thirds of the communities have their active pages on Facebook. Generally, if a community is registered as the Facebook Page, this will bring more opportunities for the community to represent itself in a social network. In particular, the page is a public space that is indexed by search engines, allowing the creation of advertisements. It provides various options for setting contact information, moderating subscribers' messages, and also displays visiting statistics, etc. Nonetheless, the conducted analysis showed that a professional approach to the community presentation in the social network was not occurring frequently. Therefore, it is advisable for the amalgamated territorial community to develop a communication strategy in which the Facebook Page is one of the tools for its implementation and one of the channels for spreading information. Further research may be aimed at identifying the impact of social networks on community participation, how often residents use social networks and whether they trust information posted in social media. For amalgamated territorial community, it is also possible to conduct a research using various social media tools as to create and realize a communication strategy. Keywords: social networks, Facebook, amalgamated territorial communities, Carpathian region, rural areas. DOI: 10.15276/mdt.3.3.2019.5 Борисова Т. Інструменти інтернет-маркетингу некомерційних організацій України Маркетинг і цифрофі технології. 2017. Том 1 (№2). С. 54–76. Грищенко О., Нєшева А. Соціальний медіа маркетинг як інструмент просування продукту підприємства. Маркетинг і менеджмент інновацій. 2013. № 4. С. 86–98. Іваненко Л. Соціальні мережі як сучасний маркетинговий інструмент просування бренду. Економіка і організація управління. 2016. №3(23). С. 190–197. Ілляшенко С.М. Сайт наукового журналу як інструмент інтернет-маркетингу знань науково-освітніх установ. Маркетинг і цифрофі технології. 2017. Том 1 (№1). С. 6–19. Ілляшенко С.М. Сучасні тенденції застосування інтернет-технологій у маркетингу. Маркетинг і менеджмент інновацій. 2011. № 4. Том ІІ. С. 64–74. Костенко Н. В., Іванов В.Ф. Досвід контент-аналізу: Моделі та практики: монографія. К. Центр вільної преси, 2003. 141 с. URL: http://www.aup.com.ua/wp-content/uploads/2016/03/Dosvid-kontent-analizu.-Modeli-ta-praktiki.pdf. (дата звернення 11.01.2019). Курбан О. Соціальні мережі як інструмент у галузі PR. Вісник Книжкової палати. 2014. № 10. С. 1–3. Кусина О. А. Социальные сети как эффективный инструмент маркетинга в индустрии встреч. Креативная экономика. 2013. № 1 (73). С. 118–123. Соціально-економічне становище об’єднаних територіальних громад: Захід VS Центр: науково-аналітичне видання / Сторонянська І., Максименко А., Левицька О., Патицька Х., Сірик З. /ДУ «Інститут регіональних досліджень імені М. І. Долішнього НАН України». Львів. 2019. 64с. URL http://ird.gov.ua/irdp/p20190034.pdf. (дата звернення 11.01.2019). Чирун Л.В., Висоцька В.А. 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У раду се разматра утицај енг леског језика на српски у новинском дискурсу полазећи од теоријских поставки контактне лингвистике, социолингвистичких теорија о раслојавању језика, промени кодова и језичком позајмљивању, те се поставља питање постојања англосрпског језика као варијетета српског језика насталог под утицајем енглеског језика. Како се уочава употреба страних речи енглеског порекла – англицизама, предмет нашег рада биће позајмљенице. С тим у вези, у литератури се поставља питање лексиколошке оправданости или неоправданости позајмљеница и однос норме према њима. Полазећи од чињенице да се англицизми могу сврстати у неколико група, од сасвим оправданих, преко оправданих, па све до неоправданих и сасвим неоправданих, у овом раду се разматра оправданост новијих англицизама у српском језику, њихов статус у систему, с посебним освртом на семантичку адаптацију англицизама. Корпус смо ограничили на електронску верзију магазина, на два српска дневна листа (Блиц и Новости) за 2017/18. годину, дакле на новинарски функционални стил. Као помоћни корпус у истраживању користили смо речнике нових речи. Сматрамо да је језик новина релевантан за истраживање језичких промена пошто је то језик који прати трендове у друштву и најбоље осликава социокултурно и политичко стање у земљи.

The University Computing Centre (SRCE) established its presence on Internet based social networks in November 2009, namely on Facebook. Soon after, SRCE become present on Twitter, Google+, YouTube, LinkedIn and foursquare. Maintaining the presence and communication on social networks was initially one of the activities carried out by the SRCE Helpdesk service. However, as a result of the growing workload and responsibilities of the Helpdesk, a new service was established only for activities related to social networks. This paper discuses the communication strategy used by SRCE on social networks. The authors examined different web based tools and services to gather information about Internet users who follow SRCE's activities on different social network. A data analysis shows that the initial goals SRCE set in 2009 related to its communication strategy on social networks have been fulfilled. This data will also be used as a starting point for reconsideration of the existing communication strategy. With the emergence of new popular social networks there might be a need for expansion.

The article is devoted to the topical issues of strengthening the brand’s communication strategy with content planning tools on the X platform (Twitter). Taking into account the instability of the conditions in which business entities in Ukraine have to work now, the communication strategy should be as flexible as possible, the communication channels should be chosen with the lowest costs and efficiency. The use of digital communication channels, such as social networks, in particular the X platform, significantly helps in this. The issue of strengthening the brand’s communication strategy by planning content on the X platform is insufficiently studied and substantiated. Indicators of audience interaction with social network content and their optimization in comparison with reference indicators require more in-depth research. In addition, it is worth paying attention to the issue of content as such, planning the optimal content of the brand page, which will allow to increase the involvement of audiences and increase their commitment to the brand. The effectiveness of the brand’s communication strategy in social media, the return on investment depends not on individual publications, but on the general impression and reputation that brands create as a whole. Here, the content, i.e. the content or content of the brand’s social media, becomes especially relevant. Content is relevant information or a unique experience aimed at a brand’s audience to convey a communication appeal. The purpose of the study is to systematize and improve current approaches to strengthening the brand’s communication strategy by planning content on the X platform. Marketers are constantly inventing their own content planning practices on the X platform that can be incorporated into a brand’s communication strategy. The article systematizes tools for paid placement of the content of the studied social network. The concept of content effectiveness is defined, the importance of comparing it with competitors and making appropriate adjustments is emphasized. Practical approaches to content planning on the X platform are proposed in order to strengthen the brand’s communication strategy.