THE PRAGMATIC FUNCTION OF NEOLOGISMS IN MEDIA TEXTS

• Madinaxon Abdusalomova Toxirjon qizi

  Author

This article examines the pragmatic function of neologisms in media texts. The aim of the study is to identify how newly formed lexical units, recent borrowings, blends, abbreviations, hashtags and semantic innovations operate not only as naming devices but also as communicative tools that influence audience perception, express evaluation and construct social meanings. The research is based on descriptive, pragmalinguistic, discourse-analytical and comparative methods. Media neologisms such as digitalization, clickbait, infodemic, deepfake, influencer, fact-checking, doomscrolling, greenwashing, hashtag, repost and their Uzbek media equivalents are analyzed as units that perform attention-attracting, evaluative, persuasive, ideological, identity-forming and economy-of-expression functions. The results show that neologisms in media discourse are closely connected with social change, technological development and cultural globalization. They help journalists, bloggers and media authors present new realities quickly, frame events emotionally and adapt messages to the expectations of modern audiences. The article concludes that neologisms are an important part of media pragmatics because they combine lexical innovation with communicative intention, public evaluation and cultural interpretation.

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