ANTHROPOCENTRIC NATURE OF ANGLICISMS OF THE MEDIA CONCEPT

Abstract

The article reflects the basic principles of analysis of modern anglicisms that have firmly entered the system of the Russian language and are successfully functioning in it. The object of the study is anglicisms in the Russian language, and the subject is the peculiarities of their functioning in the Russian language system. The main classifications of borrowing are considered, reflecting ethnic, cultural and economic ties between language collectives. The study is based on the anthropocentric approach, which involves learning the language within the anthropocentric paradigm of “person in language” and “language in person”. This approach updates the new doctrine that a new word, or anglicism, should be referred to the dynamic concept of “word as living knowledge”. This approach, according to the recipient’s percentage of awareness of the anglicism of a given sphere, verifies the degree of localization and priority of economic, ethnic and cultural relations both in a single country and in various fields of knowledge between different countries, which is also relevant for real research in this field. Conceptual and associative research methods have emerged as priorities in the core material process. The results of the study made it possible to establish that the level of ignorance of the commercial and advertising anglicisms that appeared in the Russian media among the interviewed youth is equal to zero and is 0%, while the level of ignorance of the anglicisms of the fashion industry and high technology is much higher and is 20%, the level of ignorance of the anglicisms of the service sector is equal to 50%.