Formation of a precedent name in professional discourse (the case of cosmetological discourse)

The article is devoted to the speech understanding of such a concept as “illegal cosmetology” and the speech processes that arose in connection with the activities of Emelyan Braude in cosmetology, who conducted invasive procedures and carried out teaching activities without a medical education. We have analyzed the formation of a precedent phenomenon by professional and non-professional participants in cosmetology discourse, clarified approaches to one of the types of precedent phenomenon - the concept of precedent name, and its most important features. We have summarized the experience of previous studies of the term in modern linguistics. The research is based on 20 videos, 50 posts, 20 journalistic articles in social networks and over 1 000 comments to Emelyan Braude’s interview on the Internet. We have described the established precedent name “A Butcher from Instagram”, associated with the activities of Emelyan Braude in cosmetology discourse, analyzed its differential and attributive features, and identified the functions of this linguistic phenomenon.