Abstract
The problem of linguistic knowledge and knowledge of the world correlation as applied to linguistic creativity is closely connected with the creative potential of language. Linguistic creativity manifests itself at various levels of linguistic expression and finds its representation in the sphere of meaning transformations. Linguistic meaning can also be regarded as a cultural information container and knowledge of the world carrier, which is particularly important in terms of linguistic and conceptual meaning correlation, which concerns with understanding and interpretation, as well as the process of world view formation.
 
 Linguistic creativity can be regarded primarily as the activity of creating new meaning in order to produce a certain stylistic or rhetorical effect to achieve communicative pragmatic purpose in the course of information transfer.
 
 The Mass Media discourse presented by the written media texts is characterized by the process of interrelation of the informative function of language with the functions of impact and persuasion, and deals with purposeful cognitive activities that include attitudes, motives, evaluations, etc. It is considered to be the area of the target audience political and ideological preferences manipulation, that comprises various linguistic phenomena, characterized by the ability to express evaluative and persuasive meanings. Sobriquet nominations used in the Media discourse play an important role in the process of evaluation and world view formation, as it reflects the peculiar characteristics of the object of nomination, significant for the linguocultural community in question in a certain period of time.
Highlights
1.1 Knowledge and Linguistic CreativityThe phenomenon of linguistic creativity within the sphere of the Media finds its representation both in the Internet sources and printed materials as the most important means to produce a certain stylistic and rhetorical effect
We have adduced some of the most vivid examples of linguistic creativity actualization in the sphere of sobriquet nominations that demonstrate the process of interrelation of linguistic knowledge with knowledge of the world
Most of them are used to produce a certain stylistic and rhetorical effect and within the scope of the Media discourse are supposed to fulfill the function of manipulating the target audience so that to implement the function of persuasion and sometimes stylistic impact
Summary
1.1 Knowledge and Linguistic CreativityThe phenomenon of linguistic creativity within the sphere of the Media finds its representation both in the Internet sources and printed materials as the most important means to produce a certain stylistic and rhetorical effect. Due to the fact that knowledge presents itself as combination of information, experience and intuition (Surbhi, 2016) being transformed into the cognitive formats in the human mind, it is passed to further generations or used to create new knowledge on the basis of inferences and manifests itself in different other functions. It should be emphasized in this connection that knowledge possesses the ability of verbal representation at various levels of ijel.ccsenet.org. Language is used as the means of knowledge representation and may to some extent influence knowledge transformation due to its dynamic characteristics
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