POLITICAL SEMIOTICS: LEXICAL INNOVATIONS IN MASS-MEDIA DISCOURSE

The article is devoted to the analysis of English political neologisms in mass-media discourse. Language functions in the society which develops and evolves as a system. The society constantly needs support in the language and the reflections in the changes which stimulates linguistic processes. The significant peculiarity of vocabulary is its inherent direction to the phenomena of reality, that's why it is the vocabulary that reflects all the changes happening in the public life, which inevitably leads to the formation of new nominations. New vocabulary in mass-media is of peculiar interest to scholars as a word in this sphere of life should possess expressiveness, draw the attention of the audience. So lexical units capable of fulfilling a certain communicative task are formed. And it is the mass-media that spreads these new words and is the means of their popularization. It is noted that by means of verbal evaluations the reflection of a language personality in a lexico-semantic system takes place. The most frequent ways of creating evaluation are proper names, precedent names and a derogatory component of connotation of the words relating to politics. The article underlines that the analysis of English political new words contributes to the understanding of typical and specific peculiarities of a people by a language personality, and as a result of a description of cultural interpretation of a basis of the analysed units conceptual values of the people based on their mentality, typical traits of an ethnos can be singled out.