Diversity of lettered words of the chinese language in the chinese digital media discourse

The article is devoted to the analysis of the lettered words of the Chinese language and their use in the Chinese digital media discourse. Previously, this phenomenon was unusual for the traditional system of the Chinese language, in view of both the closed nature of China itself and the careful preservation of its national foundations. Active international contacts inevitably led to changes in the Chinese language, a large number of neologisms and foreign borrowings appear in it. The aim of the present study is to study the process of integrating lettered words into the Chinese language system and their features as new lexical units of the Chinese language, as well as studying the variety of lettered words of the Chinese language presented in a digital media discourse. The increasingly active penetration of the analyzed phenomenon into various areas of communication is due, in addition to globalization, to the principle of economy-a foreign, lettered term-easier to pronounce and spell than the generally accepted foreign loan word or the Chinese term itself. In addition, foreign-language lettered words often perform a euphemistic function in the modern Chinese language. With the spread of lettered words in the everyday oral and written communication of native Chinese speakers, their presence in the language began to cause both positive and negative response from the Chinese public. © 2020 ACM.