THE STYLISTIC SPECTRUM OF RUSSIAN LIFESTYLE JOURNALISM THROUGH THE OPPOSITION OF COLLOQUIALISM AND BOOKISHNESS

In this paper, colloquiality is considered as a stylistic/rhetorical category, which is one of the main “colours” of the Russian language in journalism. Colloquiality is a sign of dialogical manner as a strategy of feedback from the audience, the evidence of journalistic professionalism. At the same time, being realized through non-normative elements of language (common speech, jargonisms), colloquiality in the media can be perceived as an indicator of a low level of speech culture of the author or publication. It seems promising following I. P. Lysakova to consider this category in the opposition between colloquiality and bookish style as a stylistic-typological feature, and as a cultural and speech characteristics on the example of Russian lifestyle journalism. It is diff eren tiated, first, by function and subject matter: news and gender gloss, fashion and travel journalism, urban magazines, TV guides and weekend guides. Secondly, by the quality of content and design, by the type and nature of the audience: “glossy” (mass, elitist and tabloid) and “matte” Lifestyle. The pole of colloquiality is occupied by tabloids, and the pole of b ookish style — by “matte editions”. Reducibility (as a variant of the colloquiality category realization) is a socio-stylistic norm in youth and men’s “gloss” and (in our opinion) a deviation from the established traditions — in women’s “gloss”.