языковая игра

The article compares the use of graphemes Z and V in written Russian Internet mass media of various genres: traditional (articles of Internet news portals and sites of regional governments), communicative (comments, messages, posts on social networks), marketing (names of brands, advertisements, event announcements, promotional posts) of two time periods, the watershed for which was the political event of February 24, 2022, which became known in the language under the name “military special operation in Ukraine”.

The relevance of the research is determined by its inclusion into the theory of natural written speech, namely, into the study of genre organization of this type of writing and speech activity. The genre of a girl’s diary, considered as a written implementation of a phatic playful behavior, is described from the point of a dominant determinant approach. In the aspect of external determination, the genre playful intent is researched through its social environment analysis.

The article presents the analysis of some means of linguistic creativity in posts of Russian Facebook subscribers, professionally connected with the word (journalists, liguists, literary critics, psychologists, writers, etc.). Among the most popular and efficient devices there are erratives, graphic accentuation, joined-up words, ellipsis, abbreviations, puns, word creation, English inclusions, borrowed English word-forming models, lituratives.

This article studies structural-semantic and compositional aspects of the poetic anagram, which reflects the cognitive and linguistic picture of the world, as well as the national conceptual sphere. It is noted that the anagram genre originated in Russian poetry in the 1820s on the pages of the magazine “Blagonamerenny”. It published the first theoretical justification of such enigmatic genres as a riddle, a logogriff, a charade and a homonym. Its author was the famous statesman N. F. Ostolopov.