Speech Culture at the beginning of the XXI Century in the context of New Media Phenomenon
Authors: Solomenko Lina 
Published: November 2022

The purpose of the article is to reveal the peculiarities of the formation of speech culture at the current stage of the development of society through the prism of the phenomenon of new media. Research methodology. Research methods are represented by a combination of various research approaches – an activity and axiological approach to the study of prayer culture in its connection with the language culture of new media and speech practices of the modern media space; system approach, which is implemented in the unity of structural-functional and elemental analysis. The method of terminological analysis was applied to clarify the content and scope of the concept of "new media"; methods of systemic analysis and synthesis, which contributed to clarifying the role and place of new media in modern society; the typological method contributed to the identification of influencing factors on the transformation of speech culture in new media and the determination of the features of this process. Scientific novelty. The transformational processes of speech culture in the context of the formation and popularisation of new media have been studied; the concept of "new media" has been clarified and supplemented; mediatisation as a process of influence of new media on the development of speech culture has been specified; the peculiarities of speech culture formation in the modern information society through the prism of new media as a unique information and communication phenomenon of the 21st century have been revealed; it has been found out that in the context of the specifics of the media space of the 21st century new media offer a variety of alternative approaches to any cultural practice, including broadcasting. Conclusions. The active development and large-scale spread of innovative means of communication based on the use of computer technologies significantly influence the strengthening of communication processes, activating changes directly in the language of communication. The development of information and communication technologies at the beginning of the 21st century. largely determines the direction of development of the modern language of communication and the transformational processes of speech culture. The spread of new media, which is directly related to innovative interactive information technologies controlled directly by users, along with changes in the forms and types of communication, led to transformational processes of speech culture. Under the influence of new media, the norms of speech culture are changing, which leads to a decrease in the quality of language culture. Modern media space, in contrast to traditional media of the 20th century – radio, television and print media – cannot be characterised as a model and standard of speech culture due to the presence in media texts of grammatical and spelling errors, elements of clericalism, outdated clichés, limited vocabulary and reluctance to use synonyms, the presence of street lexicon, barbarism, elements of colloquial language, activation spread of foreign vocabulary, illiterate construction of phrases, and incorrect use of words in a stable word combination. The language of new media is a unique organism that exists and develops according to its own rules. Non-compliance with the norms of speech culture, stylistics, violation of spelling rules, deliberate distortion of vocabulary, the use of foreign vocabulary, increased use of peculiar vulgar, and sometimes exaggerated mincing jargon are common in the Internet space. In this context, the promotion of the native language, the struggle for its purity and compliance with the rules, regardless of the field in which it is used, is of particular importance. Given the blurring of boundaries between real and virtual communication on the Internet, a high speech culture should become an example to follow.

Key words: speech culture, new media, Internet, media space, mediatisation.