Лексичне нормування та культуромовні рекомендації очима етимолога (зауваги, роздуми, оцінки)

The article addresses the issue of the professionalism of cultural-language recommendations, criteria for lexical standardization, and the assessment of words as acceptable or unacceptable, considering their origin — whether native or borrowed. In the context of the trend towards differentiation from the Russian language, the authors of cultural-linguistic recommendations urge avoiding linguistic units shared with Russian and replacing them with different equivalents. It is shown that this trend extends not only to genuine Russianisms but also to words of East Slavic, Common Slavic, and even IndoEuropean origin. These words are mistakenly perceived not as native Ukrainian but as imposed Russian. The need to distinguish between genuine and perceived Russianisms in the process of standardization is emphasized. On the other hand, more and more Polish loanwords are appearing in the Ukrainian language. This process cannot be evaluated purely positively or negatively. According to the author, Polonisms can be recommended for use if they replace a fixed phrase with a single word or if they replace a non-Slavic loanword with a counterpart that has native morphemes. The practice of promoting Polish loanwords as supposedly «neglected» or «repressed» Ukrainian vocabulary deserves critical assessment. Attention is also drawn to the fact that cultural-linguistic publications sometimes misunderstand the phenomenon of calquing, interpreting it not as a word-for-word translation but as an unnecessary, mechanical borrowing in general. It is emphasized that appropriately applied calquing is a productive means of developing vocabulary on a native basis. Many frequently used Ukrainian words originated as successful word-formational calques. The current fight against inappropriate calquing is limited only to calques from Russian and does not significantly address dubious semantic calques from English.