ON THE AGE, TYPES AND PRINCIPLES OF USE OF PHONETIC COMPRESSIONS IN THE TELEVISION MEDIA

 The article is devoted to normative interpretation of the spoken pronunciation variants in conditions of television media. Attention of the theoretical, descriptive and applied linguistics to this problem is due to the unresolved question concerning the normative status of “objectively found in different environments forms: g∧v∧rít, gəv∧rít, gə∧rít, gərít, grít, etc.”; to the conflict between the current codification and media practice; the normative significance of the mass media and the mediatization of orthoepic knowledge. For lighting the set theme, we thought it necessary to address three issues: the logic of exploring options, depending on situation speech communication (vs. social characteristics of speakers); the results of examination of the televised speech of the Soviet period; the principles of functioning of discussed forms in circumstances of socially meaningful communication. Analysis of scientific literature and empirical material allowed us to draw the following conclusions: 1. The inclusion in a television speech of phonetic compression cannot be considered as novelty. It has become permeable to elements of spoken phonetics in the Soviet era. 2. Television speech in this regard is not uniform. Contrasted here are the announcer's texts and “all other” texts. The difference between them affects the type of conversational variants and their quantity. 3. The choice of conversational options depends on the value of situational variables — role of person working in the broadcast; the type of programme type, genre and format.