Kornienko A.V. Words of the year in an indirect dialogue with the authorities. Telescope: Journal of Sociological and Marketing Research, 2018, N2, pp. 25-30.

Abstract

A characteristic feature of the linguistic changes of our days is the abundant flow of borrowings that flowed into the Russian language at the end of the 20th century and continues to actively invade the Russian lexicon today. The power of this flow, in the opinion of linguistic lexicographers, is comparable only with the power of a whole arsenal of foreign words that have penetrated into our language in the Petrine era, when Russia resolutely turned towards the West. Today, on the Internet, in traditional media, in everyday conversations and business communication, the Anglicisms, which signify new realities, professions, activities (aipad, iphone, gadget IT, PR, marketing) come to us. However, far from popular borrowings become prize-winners of the annual Word of the Year contest held in Russia for a decade; they, on the contrary, recognize the words created on the Russian word-formation basis.