SEMANTIC-STYLISTIC TRANSPOSITION OF ADJECTIVES “VIRUSNYI” / “VIRALNYI”

Mуroslava MAMYCH,
Doctor of Philology, Associate Professor, Head of the Department of Applied Linguistics,
National University “Odessa Law Academy”;
23 Fontanska Road, Odessa, 65000, Ukraine;
e-mail: miroslavamiros@ukr.net
ORCID: https://orcid.org/0000-0002-2868-3953

Heading: LANGUAGE AND TIME
Language: Ukrainian

Abstract
The article is devoted to the study of the manifestations of semantic and stylistic transposition of adjectives in the language of the mass media, using the example of the change in meaning, spheres of distribution and compatibility of the words “virusnyi” and “viralnyi”. The facts of the expansion of the meaning of the very concept “transposition” in Ukrainian linguistics have been identified. It is emphasized that manifestations of stylistic transposition and related dynamics of semantic structure and lexical conjugation of words are always in the field of linguists view. First of all, this problem attracted the attention of grammarians who interpret transposition as the transfer of words from one part of the language, and this is a narrow understanding of this process.
The activity of the specified lexemes in the media sphere (on the websites of marketers, advertisers), as well as in the press, in particular on the pages of the newspaper “Govorimo po-ukrainsky”, was monitored. Changes in the semantics of the words “virusnyi” and “viralnyi” in explanatory and specialized dictionaries were analyzed. It is assumed that the word “virusnyi” will be replaced by the concept “viralnyi” in media marketing and advertising.
According to preliminary conclusions, the nominations “virusnyi” and “viralnyi” still compete in network marketing. This is due, we assume, to the desire to “displace” the word “virusnyi” with negative associations that the concept has, which refers to explanations of the ways of spreading diseases, and to find a less well-known generic concept for the field of advertising, which can be classified as a term.
So, both with regard to the word “virusnyi” and with regard to the lexeme “viralnyi”, we trace the expressive processes of semantic and stylistic transposition, specialization of use in the latest horizons of servicing network communication requests.
Key words: term, semantic-stylistic transposition, mass media language, lexicology, determinologizing.

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