CC BY
16ОБЩЕГУМАНИТАРНЫЕ НАУКИ
УДК 8
Zubko D.D.
Student of the Faculty of Management, Department of Technology of Services and Business
Communications.
Academy of Marketing and Social Information Technologies (IMSIT)
(Russia, Krasnodar)
Miribyan E.R.
Student of the Faculty of Management, Department of Technology of Services and Business
Communications.
Academy of Marketing and Social Information Technologies (IMSIT)
(Russia, Krasnodar)
Scientific director: Fomenko L.N.
Associate Professor, Candidate of Philological Sciences (Russia, Krasnodar)
AMERICANISMS IN MODERN RUSSIAN LANGUAGE
Annotation: The article is devoted to the actual problem of the influence of American English on modern Russian. We consider the causes, sources, ways ofpenetration of Americanisms in the Russian language, as well as the main areas of their use. The issues of language policy in relation to foreign words are touched. An attempt is made to analyze the causes of the global "Americanization" of world languages.
Keywords: English language, American English, Americanization, borrowings, neologisms, words.
The connection of language and culture, language and society are expressed in the immediate response of the language system to global processes occurring in society, in the adaptation of the language system to the changes caused by these processes. The time of social change, the time of intensive changes in political, social and cultural conditions of society is also the time of a certain restructuring of the language system, primarily at the lexical level. According to M. A. Breyter the lexical level of the language, the most mobile and subject to change, on one hand, and clearly structured - on the other, in an explicit form reflects the changes occurring in social life. The lexical system of the language is a kind of "barometer" of social change and predilection of members of the language community. On one hand, the public consciousness is reflected in the vocabulary,
on the other hand, the vocabulary and language in general influence the formation of the public consciousness. Changing social consciousness brings changes to the lexical system of the language in the form of a huge number of new elements (neologisms, foreign words, slang words, etc.), out of the active use of many words that signify concepts that have lost their relevance at this stage (City Council , the District Committee, the Council of Ministers, and others.), the emergence of new connotations in well-known words (new Russian, oligarch, etc.). The period of rapid changes and reforms that began in Russia in the second half of the 80s. The twentieth century, and still ongoing, has affected all spheres of society, primarily the economic, political, and cultural life of the country. It is therefore not surprising that the vocabulary of the Russian language of the last two decades has attracted the attention of many researchers as an object of linguistic analysis. D. Dunn, speaking of changes in the lexical system of the Russian language of the last two decades, identifies three trends, the first of which he calls the westernization of the Russian language (the second trend is a softening of attitudes towards slang and jargon, the third is a return to Church Slavonic and outdated vocabulary). The disintegration of the Soviet Union, the disintegration of the former political system, the change of the political system and the transition to a market economy opened wide the boundaries for foreign influence, giving Russian speakers an opportunity for wider access to various contacts with representatives of other languages and cultures. These extra-linguistic factors created the prerequisites for significantly intensifying the process of language borrowing. According to many linguists, this is one of the most active lexical processes observed today in the Russian language. The overwhelming majority of foreign words, borrowed over the past two decades, penetrates us from American English and from our side. The influence of American English on modern Russian is so extensive that in this sense no other world language can compare with it. Therefore, some philologists and journalists (V. Grigoriev, S. Nikolaev, V. Smilyansky, and others) speak not about westernization, but about the Americanization of the Russian language of the late twentieth and early twenty-first centuries. Among the reasons for borrowing foreign language lexis are linguistic and extra-linguistic.
The main linguistic reasons are traditionally considered to be: 1) the absence of a corresponding name (or its "pro-rush" in competition with borrowing); 2) providing a stylistic (emphatic) effect; 3) installation of positive or negative connotations, which the equivalent unit in the language does not have - the torus recipe; 4) the need to distinguish between meaningful concepts; 5) the need for specialization of concepts in a particular area of human activity; 6) the tendency to the "integral", undifferentiated designation of the integral undivided into separate components of an object or phenomenon, i.e. in a word, and not a combination of words, which is often dictated by the needs of the principle of language economy; 7) the tendency to the elimination of homonyms or polysemy of the original word; 8) the tendency to enrich the language with new expressive means; 9) euphemization and cacophemization, etc.
Among the main extralinguistic reasons for lexical borrowing are: 1) sociopsychological: a) the communicative relevance of a concept denoted by a borrowed word that was previously absent in the cognitive oasis of the language - receptor and the corresponding word, b) the prestige of a foreign language word as
compared with the original or previously used and russified language, which is often a consequence of the "fashion" for foreign words, c) the intentional desire of the authors to violate the language. traditions, making a statement more expressive and intriguing with the help of foreign elements, d) the so-called "social pressure", when foreign words, similarly to terms, are preferred to primordial as more accurate; 2) scientific and technical revolution of the 20th century; 3) communication, due to the rapid development of the world communication network; 4) demographic: the intensive migration of the world's population causes an ever wider spread of bilingualism. So, the Russian language today is experiencing a kind of "Bum" on Americanism, which has penetrated the vocabulary of the most diverse spheres of life of our society. The language of the media (print media, electronic mass media, vision television, radio and cinema) is one of the first places in the frequency of using Americanisms, since the media is the main intermediary in the penetration of foreign words into Russian. Newspapers, informational TV and radio programs are full of borrowings from English and Russian, sometimes incomprehensible to the uninitiated reader (blockbuster, briefing, consensus, marketing, orthodoxy, pluralism, poster, ray ping, remake, sale, single, stagnation, manager, weekend, hit, etc.).
The intensive invasion of Americanisms has also been observed in political and economic terms and vocabulary, since it is these areas of our lives that have undergone the most radical restructuring in the last two decades. Some of these English-speaking words are distinguished by their very high frequency of use, so they are quickly mastered and do not cause difficulties in understanding the majority of the Russian language carrier (master, default, image maker, marketing, manager, office, speaker, tricolor, emission and many others.). Others, despite the high frequency of use, are often incomprehensible or not fully understood, such Americans - as a rule, are terminological in nature and belong to the sphere of professional vocabulary (dumping, impeachment, establishment, copywriter, lobbyist, offshore, matchmaker, franchise, etc.). Twenty years ago, the very concept of advertising goods and services was almost alien to our society. The advertising business has so rapidly rushed into the life of post-Soviet Russia that it is no longer possible to imagine our everyday life without advertising, and advertising without attractive and prestigious foreign words, usually coming from American English. Some of them are the names of all - possible products, goods and services that have expanded our product range (blockbuster, hamburger, makeup, microbe, player, remix, remake, snickers, spray, stylist, thriller, cheeseburger, chips, etc.). Others are terminological in nature, they have entered the Russian language through numerous teaching and reference books on advertising, translated from English and Russian, and have been firmly rooted in the professional jargon of the creators of advertising (brand, digest, know - how, price list, promoter, slogan, flyers, etc.).
The third group includes Americanisms, replacing the familiar and familiar Russian vocabulary for reasons of prestige and fashion for foreign words. they play the role of bait, intrude the recipient of information, sound prestigious, in a word, bear an extremely expressive load, mostly unintelligible words, since they are used occasionally (and not always appropriately, producing a comic effect), being the fruit of
creative work as a copywriter, shop owner, company, etc. Many of these units belong to the group of barbarisms, since they retain their original spelling. Wed: sandy, snack, formation, chickens, cash & carry, free, next generation, push channel, touchable, etc.
Such an active process of borrowing of American clans by the modern Russian language evokes a diverse reaction, and not only from the side of specialists - philologists. At the same time, there is some noticeable concern about their abuse, as they are not always used correctly and not always in place. Even our esteemed deputies choose high politics, confusing deportation with deportation, consolidation with consistency, and using the popular word "consensus" in the most inappropriate places. The process of "Americanization" is subject not only to modern Russian. "Americanization" of national languages is acquiring practically global proportions at present. This conclusion is made by Leszek Arsoba, analyzing the linguistic studies of the last two decades. Some do not see anything wrong in the invasion of Americanisms in their native language and even welcome it as an important step on the way to the united world, as an integral part of the globalization process. Others adhere to the opinion that the accumulation of foreign words in their native language is permissible only within certain limits, after which the language ceases to be a specific language and becomes a misunderstood slang.
However, any linguistic phenomenon is due to certain extra-linguistic factors. In this case, we should probably talk about the leading role of the United States in the public and political life of the modern world, the active cultural expansion of the United States, which also takes on a global scale. According to L. Arsoba, American English acquired international significance after the second world warriors, when the political, economic and technological development of the United States caused the global scale of American influence. It is the American English that has the dominant influence on modern languages due to the following factors: 1) the population of the USA (the number of native speakers for whom American English is the mother tongue is 4 times the number of those whose mother tongue is British English); 2) the leading political and military situation of the United States in the modern world; 3) the high level of development and scale of the American economy; 4) the electronic revolution, in particular computer technologies and the Internet; 5) a huge number of English-speaking world media; 6) the worldwide popularity of American culture. It seems to us that the intensive borrowing of Americanisms by the Russian language, as well as by other languages of the world, cannot be subjected to violent deterrence, especially to be limited by law. Glossy magazines, popular TV and radio programs are unlikely to give up bright and expressive foreign words. We can only state this natural tendency at the present stage of our history. The development of this trend will depend on the objective needs of the entire language system and first of all, on the communication needs of its speakers.
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