"NOT FAT BUT BODY POSITIVE": WORD-FORMATION ACTIVITY OF THE LATEST LOAN WORDS IN TEXTS OF MEDIA

. Article is devoted to the one of the debatable linguistic issues – the emergence in the Russian language of foreign loanwords and their adaptation in media. Media-centric quality of the modern culture makes the journalistic text the basic platform for linguistic innovation, including emergence of derivative words. The purpose of this article – to establish whether some latest loanwords functioning in texts of media match the criteria elaborated by linguists for words which are capable to take the place among terminological lexicon. One of indicators for the viability of the latest loanwords is their word-formation potential. The author draws a conclusion that using those words in the media text journalists seek to give to the issue considered by them a legal status. At the same time using the derivative of those lexemes of various parts of speech in media demonstrates the viability of the latest loanwords in the Russian-speaking environment and allows predicting their further absorption by Russian language, in particular – in publicistic style.