{"id":11969,"date":"2023-06-30T14:23:07","date_gmt":"2023-06-30T11:23:07","guid":{"rendered":"https:\/\/ks.iul-nasu.org.ua\/?page_id=11969"},"modified":"2023-09-12T11:11:01","modified_gmt":"2023-09-12T08:11:01","slug":"semantyko-stylistychna-transpozytsiya-prykmetnykiv-virusnyj-viralnyj","status":"publish","type":"page","link":"https:\/\/ks.iul-nasu.org.ua\/en\/vypusky-zhurnalu\/2023-2\/zbirnyk-kultura-slova-98-2023\/semantyko-stylistychna-transpozytsiya-prykmetnykiv-virusnyj-viralnyj.html","title":{"rendered":"SEMANTIC-STYLISTIC TRANSPOSITION OF ADJECTIVES \u201cVIRUSNYI\u201d \/ \u201cVIRALNYI\u201d"},"content":{"rendered":"M\u0443roslava MAMYCH,<\/strong>
\nDoctor of Philology, Associate Professor, Head of the Department of Applied Linguistics,
\nNational University \u201cOdessa Law Academy\u201d;
\n23 Fontanska Road, Odessa, 65000, Ukraine;
\ne-mail: miroslavamiros@ukr.net
\nORCID: https:\/\/orcid.org\/0000-0002-2868-3953<\/p>\n

Heading:<\/strong> LANGUAGE AND TIME
\nLanguage:<\/strong> Ukrainian<\/p>\n

Abstract<\/strong>
\nThe 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 \u201cvirusnyi\u201d<\/em> and \u201cviralnyi\u201d.<\/em> The facts of the expansion of the meaning of the very concept \u201ctransposition\u201d<\/em> 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.
\nThe 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 \u201cGovorimo po-ukrainsky\u201d, was monitored. Changes in the semantics of the words \u201cvirusnyi<\/em>\u201d and \u201cviralnyi\u201d<\/em> in explanatory and specialized dictionaries were analyzed. It is assumed that the word \u201cvirusnyi\u201d will be replaced by the concept \u201cviralnyi\u201d<\/em> in media marketing and advertising.
\nAccording to preliminary conclusions, the nominations \u201cvirusnyi\u201d<\/em> and \u201cviralnyi\u201d<\/em> still compete in network marketing. This is due, we assume, to the desire to \u201cdisplace\u201d<\/em> the word \u201cvirusnyi\u201d<\/em> 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.
\nSo, both with regard to the word \u201cvirusnyi\u201d<\/em> and with regard to the lexeme \u201cviralnyi\u201d,<\/em> we trace the expressive processes of semantic and stylistic transposition, specialization of use in the latest horizons of servicing network communication requests.
\nKey words:<\/strong> term, semantic-stylistic transposition, mass media language, lexicology, determinologizing.<\/p>\n

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M\u0443roslava MAMYCH, Doctor of Philology, Associate Professor, Head of the Department of Applied Linguistics, National University \u201cOdessa Law Academy\u201d; 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 […]<\/p>\n","protected":false},"author":4,"featured_media":0,"parent":11940,"menu_order":9,"comment_status":"closed","ping_status":"closed","template":"page-doi.php","meta":{"footnotes":""},"class_list":["post-11969","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/pages\/11969","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/comments?post=11969"}],"version-history":[{"count":3,"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/pages\/11969\/revisions"}],"predecessor-version":[{"id":12040,"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/pages\/11969\/revisions\/12040"}],"up":[{"embeddable":true,"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/pages\/11940"}],"wp:attachment":[{"href":"https:\/\/ks.iul-nasu.org.ua\/en\/wp-json\/wp\/v2\/media?parent=11969"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}