NEW MANIFESTATIONS OF SUBSTANDARD VOCABULARY IN MODERN UKRAINIAN LANGUAGE

The article analyzed functional and stylistic manifestations of slang vocabulary in mass media on the structural and semantic level; it is traced the ways of the entry of slang vocabulary into the system of modern Ukrainian language; it is differentiated thematically slang vocabulary in mass media. The article discovered slang lexical and thematic groups in the language of mass media and specified the functional force of slang units and factors that affect the actualization of inherent characteristics of slang vocabulary. The article showed that the use of slang words is а way of the stylization of informal and even familiar communication. The use of colloquial language in Ukrainian periodicals aims to attract the attention of the reader. The use of colloquial language in journalism at the beginning of the XXI century is one of the most important components. This vocabulary has evaluative and expressive functions and promotes the realization of the principle of dialogue speech ‒ the way of making a contact with the reader, because the use of these words is a way of the stylization of informal communication. Stylistically reduced vocabulary attracts the attention of the user of information, but the authors sometimes violate generally accepted ethical and moral standards.