Borrowed words as a means of impact on the reader in the mass communication text

Zatsepina Elena Alexandrovna

The functioning of borrowed words in modern communication is observed in the article, using the examples of news media of the RIA Novosti news agency. It is noted that borrowed words are designed to emphasize the relevance of publications, to create a positive image of a journalist. It is concluded that in the mass communication primarily the borrowed word is one of the effective tools for hidden hand. By the means of borrowings, journalists can distract attention from the problem, create an atmosphere of mystery, soften the categorical nature of the statement, etc.

Keywords:vocabulary, borrowings, borrowed vocabulary, the Russian language, mass communication, reader exposure, hidden hand.