Pixel International Conferences

At present, all countries of the world are focused on the policy of globalization. Globalization here means the unification of the inhabitants of the planet and the creation of conditions under which a certain common culture is created and the universalization of concepts from different spheres of human life takes place. This process is a natural change in the world economy in the context of the creation of common world structures that are aimed at transnationalization and regionalization of the economy. English is used both in world politics, economics, culture, and in everyday communication. More and more words of the English language are borrowed by other languages, assimilated into speech and are used on an equal basis with different words. This tendency can be traced in Russian as well. It has already become impossible to count the number of new words that a Russian person began to use in his daily life, and every year this number is growing exponentially. Linguistic borrowing is a natural process, the result of cultural contacts and one of the ways of developing a modern language, including Russian. However, due to the fact that recently the Russian language has adopted a large number of words from different areas of knowledge and spheres of human life, there is a substitution of concepts and often a misunderstanding of the true essence of statements. People use “newfangled” words and sometimes do not even fully understand their lexical meaning. This fashion has acquired a negative character because in the process of borrowing, there is a partial or complete loss of the initial meaning of the word, which ultimately affects the intercultural aspect of communication. There are many concepts in the English language, the meaning of which cannot be fully conveyed by Russian synonyms. So, there is a word “brand”, and it has a meaning that is much broader than “trademark”, or “glamour” is fraught with more meanings than the Russian equivalent of “charm”, the same with the words “fitness” – “exercise”, “image” – “appearance”, “hater” – “ill-wisher”. And all these words have become part of the slang which can be called a separate linguistic system. Because of this misunderstandings have often arisen, especially on the part of the elderly population of the country, when foreign vocabulary, borrowed mostly from English, is used in the media, on TV channels, on the radio and on the Internet. In this regard, we consider it necessary to use exclusively the Russian language on public communication channels, thereby limiting the spread of foreign vocabulary, which is gradually but surely displacing its Russian equivalents from use.

Keywords: globalization, English word, borrowing, communication, tendency