Scientific Journal of KubSAU

This article is dedicated to the problem of comparison of Russian and English root antonyms, some reasons of their likeness and differences and the most productive word models are given

The article deals with media genres in Russian and foreign journalism in the conditions of modern realia. The researches of this sphere find some reasons, caused by different approaches and criteria existing in different language systems as in Russia, as in abroad. The author of the article has been studying scientists’ works to point out some definitions of genres. In Anglo-American journalism genres have the category of sub-genres, including news report, the news interview, or the news headline. It is also pointed out that with the development of new information technologies many journalistic genres loose its timeliness. They are sketch, satirical article, editorial, press review, other (interview, comment, essay) – in the contrary, increase its existence. New genres are noted, among them are journalistic investigation, confession, version, conversation, press release. In spite of the variety of genres, theorists note their irregularity and migration from one sphere into another (lecture, debates, cross examination). Among all, there are new genres such as Rapinfo – news in patter and fatics which helps to contact with reader, forge and boost links with audience

The article deals with the typology of media discourse, we have also studied the mechanisms of impact on the audience, identifying and analyzing the linguistic and paralinguistic means of influence on the examples of certain types of discourse: insincere, political, ritual, religious, advertising, including media discourse. The author of this research proposes to consider the definition of a variety of Russian and foreign linguists, pointing out that the concept "of the mass media discourse" refers to the problematic field of mass communication as a process of information exchange between all the actors of society, aimed at shaping public opinion about socially significant piece of social life. Mass communication as a kind of verbal activity "is due to the social process in which the function is updated using a variety of communication tools and channels." As a source of social and mass communication, we highlight a social institution or "collegiate sender", producing a total of texts a certain type of consciousness and the installation for a particular type of pragmatism - the goals and aspirations of expectations. Recipient of the mass media messages is a broad mass audience, it is not homogeneous, and so the text of the mass media should be clear to the mass consumer

The authors of this article affect the actual topic of the use of foreign words in the media, which is inevitable in our time due to changes in the state system and economic structure system of Russia. Number of foreign words in modern Russian language is very large and is growing every day because almost every English word can be borrowed regardless of the appropriateness of such replenishment of lexical structure. The causes of borrowed words can be different in nature factors, the need for new forms of language, in a variety of means, brevity and clarity, in convenience. The reasons for borrowing in the language of the mass media, is seen terminology "craze" expressive originality, emotional expression and the identification of sublanguage. The process of borrowing the words does not occur spontaneously and at the same time. It happens for a long time, gradually, provides a series of steps and stages. Russian language recently borrowed a large flow of English words with suffix -ing-, clear structural separability and value received and the foreign language element -maker, quite confidently took its positions in the language prefix -super