Lexical naming features of the anglophone YouTube channels on ecology agenda

The article is devoted to the representative function of language, particularly, to the study of the lexical naming features of YouTube channels, which are focused on the decrease of human impact on the environment. Secondary nomination is analyzed in the framework of cognitive approach as a process of not only naming, but also describing reality by selecting specific means of lexical nomination from a number of existing alternative options, taking into account the communicative goal of the author. The personal pages of the Anglophone bloggers on YouTube service (YouTube channels) represent the research material. The selected channels specialize in environmental issues, namely, in the presentation of the bloggers personal experience in the development of a new lifestyle that does not have a harmful effect on the environment. The article explores the lexical representations of the main principles of the modern eco-friendly lifestyle understanding connected to consumption reduction, personal carbon footprint reduction and rational approach to waste. The main features of lexical naming determined are the following: realization of contextual meanings of “ecology”, “waste”, “simplicity”, “movement” and “living”. The representation of the role of bloggers personal experience and the features of their “specialized focus” (predominant coverage of the “eco-friendly lifestyle” principles) in the nomination of channels on YouTube service are also analyzed. In addition, the tendency to the selection of vocabulary, which ensures positive perception of an eco-activist’s image, is revealed, that is, a nomination that emphasizes such personal qualities of a blogger as reliability, commitment to one’s convictions, and the need for continuous self-development. Moreover, the use of vocabulary with a pronounced negative connotation is avoided in most of the considered channel names.