VIOLATIONS OF ORTHOEPIC AND ACCENTUAL NORMS IN SCIENTIFIC AND EDUCATIONAL NETWORK DISCOURSE: CAUSES AND CONSEQUENCES

Olha KONONENKO,
Postgraduate Student, Department of Stylistics, Culture of the Language and Sociolinguistics,
Institute of the Ukrainian Language of National Academy of Sciences of Ukraine;
4 Mykhaіla Hrushevskoho St., Kyiv 01001, Ukraine;
e-mail: olgakononenko2706@ukr.net
ORCID: https://orcid.org/0009-0003-6530-8962

Heading: LANGUAGE OF THE MASS MEDIA
Language: Ukrainian

Abstract
The article is devoted to the urgent problem of violation of orthoepic and accentual norms in modern scientific and educational network discourse. A comprehensive analysis of the features of online oral communication of representatives of the educational sphere is carried out in order to identify factors that cause deviations from the established literary norm.
In particular, the influence of oral and conversational practice on professional speech was investigated, the uncritical attitude of individual specialists to individual language culture and the significant role of unstable pronunciation and emphasis of borrowings and professional terminology as sources of accentuation errors were noted. The work systematizes the most typical orthoepic and accentual violations recorded in the pronunciation of various parts of speech, including nouns, adjectives, verbs, numerals, pronouns, and adverbs.
The thesis is substantiated that normative oral communication in the scientific and educational environment is an integral component of the professionalism of a teacher and scientist. It directly affects the accuracy, clarity of perception and authority of the information being transmitted. The sociolinguistic factors of the dynamics of the orthoepic-accentual portrait of a modern educator, necessary for the formation of an effective strategy of language codification, are also outlined.
Key words: accentuation norm, orthoepic norm, stress, orthoepic, scientific and educational network discourse, language culture.

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