Dynamics of conceptualization of the lexeme reklama ('advertising') in the linguistic worldview of Russian mass media (based on the newspaper texts of 2011–2021)

Abstract

This article discusses the conceptualization dynamics of the lexeme reklama (‘advertising’), which has only recently adjusted its scope as a concept and become an integral part of modern society, actualizing and developing its meaning through publicistic texts. To fulfil this aim, the following tasks were solved based on the analysis of the Russian newspaper texts of 2011–2021: the concept of dynamics was defined; stable conceptualizations of the lexeme reklama formed by 2010 were determined; the newspaper texts of 2011–2021 with the lexeme reklama were analyzed; changes in the scope of the concept of advertising, which is denoted by the lexeme under study, were specified. Contextual and statistical analysis of the material obtained during the continuous sampling was performed. The results of the chronological study supported a conclusion that the newspaper texts of 2011–2021 are dominated by either neutral or positive attitude to the concept of advertising. This trend confirms the dynamic development of the lexeme reklama in Russian mass media and reflects the change in the attitude of native speakers to the concept of advertising. The practical significance of the work is associated with the possibility of using its results in the training courses on media texts, philological analysis, and marketing.

Keywords

• advertising
• dynamics
• conceptualization
• implicitness
• micro-context