Слова в нових соціальних реаліях: до питання про динаміку мовної картини світу

The paper deals with the study of nomination mechanisms in current usage of the units which denote social events. The material of the study embodies the texts of the Ukrainian media discourse (the period of the end of 20th –– the early 21th century). An object of the analysis in the paper is a point segment of the language world-image which is formed by the functioning and semantics of two lexemes ukr. zakhid «a measure, an official event» and ukr. aktsiia «a planned, public social occasion, an event». Modern media resources fix the expansion of the nominative potential of the word aktsiia, which is permanently used in the contexts typical for the word zakhid. So this dynamic segment of the language world-image became an object of the in-depth description in order to elaborate a methodological framework of synchronic-diachronic analysis for the future investigations with similar purposes. It is shown that the meaning of the word zakhid includes: 1) the substructure of «actional» semantics and 2) the substructure of eventual semantics. The main feature of the first one is the conceptualization of a denoted doing as an instrument which is used to achieve the definite aim. This substructure is realized in the utterances with the alethic modality of necessity, it belongs to the context of causal relations and the domain of controlled, rational doings. Actualizing the second substructure the word zakhid is used for denoting planned social events in the official sphere which are considered as nonrandom, organized and controlled by a man. The analysis of the media contexts revealed that the word aktsiia in its modern use correlates only with the second semantic substructure of the word zakhid. At the same time it represents new tendencies of social practice dealing with the act of naming: every aktsiia acquires its proper name which became a linguistic tool for individualization and characterization of an object. An extremely wide spectrum of various functional peculiarities and colloquations of this word in modern media discourse has an effect of forming an image of a social event. The author comes to the conclusion that the penetration of the word aktsiia into semantic space of the word zakhid is carried out as a semantic switch from the domain of social ontology to the domain of consciousness.