Conceptual Model of Anthroponymic Transformation as a Dynamic Linguocreative Mechanism of Modern Political Discourse

The article investigates the peculiarities of formation and functioning of neologisms formed from proper names (anthroponyms) in the context of political communication. The author analyzes the large-scale phenomenon of deonymization, noting the differences in its functioning in the Soviet period. In modern political discourse, deonyms often associated with negative qualities of political figures (scandals, disreputable deeds), perform not only nominative function, but also express evaluation, opinion and emotions. The article considers various derivational models of formation of such neologisms, including the use of the plural of the word for generalization, as well as models borrowed from English. Original examples from Russian mass media illustrating the formation and use of deonyms are given. The author also identifies semantic groups of deonyms related to different aspects of political activity (rallies in support of a politician, scandals, economic policy). The author draws conclusions about the trends in the development of deonymization in contemporary Russian political discourse, emphasizing its role in communication and the formation of public opinion.