NON-FORMAL WAYS OF CREATING NEW WORDS IN THE INTERNET SPACE

The article deals with non-formal techniques of word formation. The research material was the corpus of new nominations, compiled from a solid sample of online media texts. Word formation and structural-semantic analysis of innovations is carried out. It is emphasized that in the era of digitalization, online publications have become an integral part of modern media reality. Online media encourage read-ers to take certain actions, hold their attention, interact with the audience, and deviate from traditional spelling rules. It is noted that the development of the online press forms a new thinking of the «digital generation». The audience does not pay attention to articles without visual images, often does not delve into the essence of the problem, loses cause-and-effect relationships and is lazy to read long texts. Information overload has given rise to a form of perception called clip thinking. Native speakers are charac-terized by high speed of text processing and rapid switching of attention. In the new conditions, journalists have to master such language tools that will enhance the expressiveness of the article, express the au-thor's position and involve the media user in the process of interpreting the text. It is revealed that the huge potential in this regard have innovations created using the following ad hoc ways of word formation: contamination (бравоспектива, , hybridization , substitution (вирус-мажорные, головомор) . It is concluded that such nominations activate attention and give journalists an opportunity to engage in a language game with the addressee. The practical significance of the work lies in the possibility of applying its results in lexicographic practice when compiling dictionaries of new words and in journalistic practice of text creation.