Оm сnлеmницы к авmориmеmному исmочнику: новое значение известной идиомы сарафанное радио
From Gossip to Authoritative Source: A New Meaning of the well-known Idiom “sarafannoye radio”

Summary/Abstract: The emergence of new meanings of phraseological units is considered using the example of the idiom “sarafannoye radio”. The material for the study consisted of dictionary entries from explanatory dictionaries, texts of digitized books available on the Google Ngram Viewer platform, examples of the idiom’s usage in newspaper publications, statistical data from the “Yandex Word Selection” service. A methodology for determining the idiomaticity of an expression as it transitions from a borderline status to a phraseological one, necessitating lexicographical fixation, is presented. It is argued that the long-known phraseological unit, with a negative semantic connotation of gossip and rumors, has acquired a new meaning with a positive connotation - as a means of conveying information for marketing purposes.

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