WORD BUILDING POTENTIAL OF LEXEME TO SHOW NEGATIVE PROCESSES IN THE LANGUAGE OF PRINT MEDIA

The article analyzes the use of suffixes and prefixes in order to trigger negative connotation. It was found that some prefixes such as anti-, de-, quasi- and pseudo- are clearly negative, and therefore the words, formed with their help will also have negative evaluation. And such prefixes as new-, neo-, pro-, although are positive, but the using them with words that already have a negative connotation makes such growths also negatively marked. It was determined that the derivation is one of the productive way to provide texts of printed periodicals emotional coloring. In an effort to get closer to the reader in the linguistic aspect, the authors of newspaper articles of modern printed periodicals use different means of expressiveness of speech. One way to influence the reader is to use emotional vocabulary, which aims to create on the recipient some evaluate on different events and phenomena occurring in society. It is concluded that emotional evaluation provides and enhances the use of means of word formation, including the active use of foreign prefixal and suffixal morpheme. Because of a number of extralinguistic factors in the language of print mass media exists such words with negative evaluation.