POLYSEMY OF TOKENS AS ONE OF THE DEFINING TENDENCIES IN MODERN PUBLICISM

The article analyzes lexeme with a figurative sense to denote negative actions and processes used in the language of modern Ukrainian periodicals. It was found that authors to make texts more expressive and to draw the attention of readers are using various means to provide the language of newspaper periodicals emotionally colored. It was investigated that at the beginning of XXI century authors of mass-media material actively use words with a figurative sense. These lexeme are specific to periodicals of different regions of Ukraine and various forms of ownership. It was determined that the lexeme used in the figurative sense are one of the most expressive means of creating journalistic text. It was traced trends, that because of the unstable socio-political situation in the country under the influence of extralinguistic factors in the language of the media the using of words with figurative meaning to denote negative processes that take place in the political life of the country was actualized, including the theme of relations of Ukraine and Russia. Due to the tense situation in society the number of using of negative verbs with figurative meaning to social and economic issues was increased. They characterize and describe the mood of the people, the events taking place in all spheres of society. It was concluded that in the language of modern print media lexeme with figurative negative sense provide the texts of mass-media by emotionally expressive color. They are using with both figuratively known and new, uncommitted in dictionaries senses. The words of a figurative sense dominate in the texts of socio-political, economic and military topics.