The concept of heterogeneity of the media text in the formal (polycode) and semantic (hybridity) aspect and its reflection in derivation in the Internet media is considered. Structural and pragmatic analysis of polycode neologisms (created by graphic means: capitalization, hyphenation, parenthesis, etc.) and stylistically hybrid neologisms (created by stylistically marked models, with stylistically marked affixes) is carried out. The conclusion is made about the pragmatic causation of such neologisms, which are a reflection of current trends in modern speech and non-verbal reality, and which are used in media texts as a means to enhance their influence.
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