Philological sciences/ 7. Language, speech, speech communication

Khimch S.M.

A.Baytyrsinov Kostanay State University

STAMPS IN MASS MEDIA

 

Key words: Language, stamps, mass media, standards, information.

 

     Russian literature language is a main element of the language as a way of sharing data and communication. This type of language is still developing, It gets influenced by writers, poets and others who create new types of literature. Russian literature or formal language is being used at schools and mass media.

     Unfortunately mass medias does not follow rules of language pretty often and as a result mistakes are made that are being caught by the audience and those mistakes just stay there [1].

     The flow of data is enormous in nowadays society so it became necessary to only produce correct data. Those qualities might only be met by standardization of language. The language of mass media is changing every day.

     Using stamps is one of the sources by which this goal could be met. Stamps are words and expressions that do not have a particular meaning, that are repeated in any context. Society seems to accept this kind of language since it makes communication way easier. Moreover, it saves time and effort- one of the most important principles in speech. However, it does not mean that just common words have to be used as stamps [2].

    There are many expressions in mass media that are used too often and as a result they lost their meaning. For instance, “white gold" (cotton), “black gold” (coal), “blue gold” (gas), “soft gold” (fur). Those expressions sound hideous in context, for instance: “This year ninety thousands tons of white gold should be collected”.

    There are many other stamps : “big bread”, “big talk” etc. There are even epithets that are used as stamps, for instance “sunny”: “sunny Moldavia”,  “sunny Georgia”, “sunny Uzbekistan”.

     Speech stamps are created as a result of nouns to be used too often in media. It sounds reasonable  when those words are used separately, however news paper or article full of those would seem dull.

     There are techniques that might help to point out the most important part of information. It can be met by using different types, including informal types of language, which is unacceptable in the language of mass media, since mass media is supposed to be the source of formal language.

 

References

1.    Belchikov UA. Interaction of functional species of language//Russian language culture. M.Phoenix, 1996

2.    Vinogradov S.E. The language of mass media//Russian language culture. M.Phoenix, 1996