Abstract:

Fashion exists in all aspects of human life, including language. In this context, we refer to the phenomenon of language fashion, which became an object of linguistic study in Russia at the turn of the 20th/21st centuries. This article is concerned with the phenomenon of buzzwords in modern Russian and Chinese newspaper texts, from the perspective of comparative analysis. In the article, we clarify the meanings of language fashion and buzzwords, discuss the essential features of this linguistic phenomenon, present a classification of buzzwords, characterise the main ways of enlarging this group of lexical units, and analyse the semantic and functional features of these units. The material for analysis is drawn from newspaper texts in online versions of Russian and Chinese mass media resources, for the period 2016-2017. The results of the research show that there are common features between the buzzwords of the two languages. Firstly, from the point of view of origin, the form or meaning of the buzzwords is associated with novelty and a break with tradition. Secondly, in a semantic sense, there are lexical coincidences in the buzzwords of the two languages. Thirdly, in a functional sense, a buzzword in one or another language can act as a pro-ductive model for creating new words, and a stimulus for the realization of new ideas. The conclusion dis-cusses the prospects of studying buzzwords and language fashion in general.

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