SEMANTIC RECONSTRUCTION AS A RESULT OF A LINGUO-CULTURAL REORIENTATION

The interest of researchers in solving problems associated with linguocultural dominance, which changes the semantics of borrowed units, is predetermined by the desire to get to the essence of the cultural phenomenon that exists in close connection with language as a special configuration of human beingness on Earth. Thus, , language can act as a means to interpret the essence of the ethnos’s culture, its worldview and attitude to the world. Purpose. This article is devoted to the analysis of the semantic deformation of neologism-borrowings, due to linguocultural dominance. Method or methodology of the work. The basis of the research is formed by the method of partial sampling from the texts of electronic versions of the Russian newspapers, the descriptive method of linguistic analysis and the interactive survey method. Results. The results of the analysis showed that there are certain lexical innovations that can be attributed to the actualized vocabulary, i.e. words previously used, but later returned into the language in a different meaning. As for the reasons of the emergence of the renewed semantics of neologisms-borrowings the following ones can be mentioned: linguocultural reorientation, pressure; the power of the cultural domination; linguocultural evolution of the ethnic consciousness. Application area. The results of the research can be applied in theoretical courses on the lexicology of the English language and cultural linguistics, as well as in special courses on the discourse of modern media