POLYCODE CHARACTER IN THE MEDIA CREATION OF WORDS AS A MEANS OF SPEECH INFLUENCE

At the turn of the century, media communication has become the most important public institution influencing the ordering of socially significant information, the quality of public discourse, the creation of alternative reality, the formation of moral norms, aesthetic tastes, building a hierarchy of values. A characteristic feature of the modern media text is its polycode character as an interaction of means of different code systems (alphabetic and non-alphabetic means of influence: fonts, numbers, ideographic signs, symbols, coloring, drawings, photos). The article deals with new aspects of media word creation associated with polycode nature of contemporary media texts: use of neologisms — the graphical hybrids — multifunctional elements of one language (hyphenation, parenthesis, quotation, singraphemy), as well as the elements of different code systems (elements of alphabets of different languages, different fonts, numbers, ideograms, drawings, colors). The polycode character of media word creation is an effective means of speech influence. The article describes the functional specificity of hybrid neologisms as an expressive and evaluative means, means of suggestion and manipulation in modern media texts. Modern media word creation shows that the author of the media text acts as an expresser of someone’s interests, represents a particular community, group, party and in accordance with the goals of this community, models reality with the help of stereotypes objectified in the text format.