CREATIVE LINGUISTIC POTENTIAL OF MEDIA LANGUAGE: THE WORD AS A MULTIFUNCTIONAL WEAVING TOOL

In the age of information society the word which is often unique in its use individual and valuable on its own, reflects the phenomena of the dynamic world when it gets into the focus of journalists' attention. It actively influences the modern people, their linguistic behavior, their systems of values and the linguistic mind. The creative character of linguistic activity of journalists is manifested in creation of new methods and instruments and the transformation of the old ones. The science of methodology which examines various aspects of media development, types, character, forms, and the impact on the society, is closely related to medialinguistics. The modern state of theoretical and empirical research of the media sphere demonstrates the relevance of linguists' participation in the language of media in various paradigms of the academic knowledge. The article is dedicated to the creative use of words in the media space. The word is the tool leading to transformation (embroidery hoop), the material of creative alteration (linen) and the result of the active development of the language, it (fabric) is actively used to various ends, in the close interaction of emotive and manipulative functions determined by informational specifics of linguistic creativity of journalists. The research is focused on studying the powerful potential of the multidimensional aspect of the Russian language as a dynamic tool of communication capable of conveying various meanings in the dynamic world that is constantly changing. Stating that the development of the corpus linguistics reflects the rise of the interest in social and pragmatic functions of speech, including the media speech, the authors analyse the pragmatic value and the multidimensional aspect of the modem media which relies on the interdependency of its expressiveness and informative value. The authors come to the conclusion that the verbal images reflect the creative values of a journalist, their moral, political and aesthetic assessment of the world and form an integral comprehension of the information space.