«I PUT THESE HUGE POISONOUS QUOTATION MARKS BECAUSE...»: NEW DEVELOPMENTS IN METALANGUAGE PUNCTUATION MARK SUPPORT

The article studies semantic and pragmatic potential of quotation marks, actualized in the acts of the speakers’ linguistic reflection in the framework of modern media. The choice of the problems is inspired by the ideas of B. S. Schwarzkopf, who wrote, fi rstly, about the versatility of quotation marks, and, secondly, about the active metalanguage accompani ment of quotation marks in the text “to protect a word or expression” in order to justify the choice of using the faculatative punctuation sign. The multifunctionality of quotation marks allows us to conclude that a graphic sign is a universal marker for the verbalization of metalanguage refl ection, the explication of which is associated with a deviation from the standard communicative act. Compared to the norm, which ensures the automatism of speech, everything new, alien, stylistically labeled, complex, occasional, marked by individual speech creativity, manifests itself as a deviation from the norm and requires the removal of speech tension with the help of metalanguage accompaniment. Based on the analysis of media data of the XXI century, which are indicative of innovative changes in the functioning of the Russian language, the article analyzes new notions that appear in the metalanguage accompaniment of quotation marks in the text. The paper reveals the active labeling of the emotive-pragmatic aspect of the utterance and new functions of conceptual understanding of the world in connection with the social diff erentiation of society in the context of new reality.