ОСОБЛИВОСТІ МАСОВОЇ МОВЛЕННЄВОЇ КУЛЬТУРИ СОЦІАЛЬНИХ МЕРЕЖ
Features of Mass Speech Culture in Social Networks

Summary/Abstract: The purpose of the article is to reveal the peculiarities of speech and behavioural stereotypes of mass speech culture in social networks. The research methodology. The typological method is applied, which has contributed to identification of the peculiarities of mass speech culture development in social networks. The method of systemic analysis and synthesis, the descriptive method and the method of cultural analysis have enabled the consideration of social networks in the context of the modern media space, with their inherent originality. The scientific novelty. Peculiarities of the speech culture in social networks are studied; the specifics of Internet communication as a unique means of global communications are considered; the peculiarities of influence of the language of Internet communications on the development of modern mass speech culture are revealed. Conclusions. Internet slang produced by users has now become widespread in the general consumer vocabulary, and the game conditions of the virtual space contribute to the approach of communication to the game, which at the level of mass speech culture is manifested in the tendency to the manner of spoken language even on serious websites. The study has found that media texts of social networks, due to a unique combination of verbal and visual expressiveness, have a tangible impact on the user. The analysis of contemporary content of social networks confirms the trend of depopularisation of diminutives (diminutive nouns), transfer of foreign (primarily English) words and phrases in Ukrainian graphics, integration of foreign vocabulary into the media text in the form of barbarisms, introduction of elements of thieves' slang, computer jargon, and specific Internet vocabulary in media texts (as a stylistic game), manifestation of original humour in accordance with personal speech qualifications.

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