Abstract
The article considers semantic, pragmatic and derivational nishchebrod word changes and its derivates appeared in 18–19th centuries, but actualized in publicistic style, internet-communication, youth slang. From the one hand, we can see the intensification of evaluativity in nishchebrod word (and derivates) for the explications of different life stances and moral and ethic priorities in common language that proves this term including into traditional philosophical and publicistic discourse and proves the binarity of Russian being and mental outlook (material and mental). From the other hand, nishchebrod word does differently: it is exposed to graphic-and-phonetic and morphologic transformation in the result of closing to sleng Anglicism-americanism bro (˂ brother) that used in speech practise with the game purpose.
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