Neglecting the Maxim of Manner: How Readers Understand New Anglicisms Used in the Serbian Print Media

The paper deals with the reception of new anglicisms by native speakers of Serbian, from semantic and pragmatic viewpoints, through theoretical and empirical observations. The main goal of the paper is to demonstrate to what extent and in what ways speakers understand anglicisms which they regularly encounter in Serbian daily newspapers and weekly magazines. It is through Grice's Cooperative Principle that the relationship between the journalist and the reader is examined and described. The conclusions are based on an analysis of the results of a large-scale research project conducted on a representative sample of native speakers who constitute the target readership of the selected newspapers and magazines. The research tool – an extensive written questionnaire – was created on the basis of a large corpus of anglicisms extracted from non-specialist daily and weekly press. The results of the analysis corroborate the initial hypothesis that there are varying degrees of noise in the communication channel between the journalist and reader, and that the journalist does not adhere to the Cooperative Principle. The way in which one of its maxims is regularly disregarded cannot fit into the existing classification and displays characteristics of a new category here termed ‘neglecting the maxim of manner’