Лінгвокреативна ономастика: медійний образ Володимира Путіна в українському та російському дискурсі

The development of free, creative, improvised, anti-totalitarian speech, social and psycholinguistic factors have all contributed to the transformation of language consciousness and the realization of the game potential of speech, the analysis of which led to the formation of creative linguistics. The language game is realized due to the actualization of manipulations with units of all levels of the language system. Different categories of onyms are also involved in the language game, this fact is motivated by the special pragmatic nature of their meaning. The study of creative speech repre-sents an innovative approach to the description of the language which, although it has its traditional, partially developed methodology, is characterized by the uniqueness of expression in the system of anthroponyms. We state the emergence of creative onomastics as an independent linguistic direction, the unit of which is the anthroponym-createme. The language game with anthroponyms is clearly manifested in the discourse of the modern media. The purpose of this research is to represent the ways in which anthroponymic createmes function in modern Ukrainian and Russian journalistic discourse. Examples of manipulating the name of Russian President Vladimir Putin and modelling his media image are described. This anthroponym-createme became the stimulus for the creation of original connotations, semantic and word-forming derivation, pragmatic meanings, demonstrating the vector of its functional load. It has been proved that active methods of modelling alanguage game involving anthroponyms are (1)metaphorization and metonymization, (2)euphemism, (3)dysphe-mization, (4)crealized derivation, including graphic, (5)paraphrasing, (6)paronomasia, (7)actu-alization of several associative features, (8)realization of the phenomenon of precedent (manipu-lation of mythonyms, biblicals, folklore and other types of onyms), (9)collision of antonymous or (10)homonymous meanings. There is acombination of the above mechanisms of the creation of linguocreatemes: complex combinations of several methods in different variations. Generated occa-sional meanings create adiverse palette of speech tones (ironic, low, contemptuous, humorous, sar-castic, etc.), stipulating arange of emotions and feelings, representing axiological meanings with varying degrees of expression.