THE PHENOMENON OF LANGUAGE GAME IN RUSSIAN-LANGUAGE MASS MEDIA

The book is devoted to a comprehensive analysis of the phenomenon of language play in Russian-language media. Language play is considered as an integral part of modern media communication, performing not only entertaining, but also manipulative, expressive, and cognitive functions. The author emphasizes that the use of non-standard language forms - such as puns, neologisms, contextual and intertextual allusions, parodies - is becoming a powerful tool for influencing the consciousness of the audience. The methodological basis was elements of discourse analysis, stylistic analysis and content analysis, based on examples from modern Russian media. It was concluded that language play is becoming not only a stylistic device, but also an important cultural and ideological marker