Vogue word: innovation or reactualization?

Statement of the problem. The practice of using a living language naturally and constantly gives rise to various innovations. At the vocabulary and phraseological level, this is primarily the emergence of new units. These include primarily foreign-language borrowings, designed, as a rule, to denote some previously unknown realities - however, today other factors are most effective. The introduction of lexical archaisms, which have long gone into passive reserve, is also quite productive. Both of these methods are actively used in the discourse of the media, which is quite natural: they need to refresh the range of language tools in order to increase the effectiveness of verbal acts that should affect the audience. However, such lexical innovations often become, without much need, extremely frequent in media texts, gaining the status of a fashion accessory. The purpose of the article is a semantic and stylistic analysis of the phenomenon of lexeme reactualization. Research results. One of the examples of such a phenomenon is history of the Russian verb “spodvignut” (inspire), which turned out to be very popular in the field of speech communication of journalists. Analysis of the relevant authoritative lexicographic publications allows us to trace the fate of this verb. It was known to the Old Russian language, but by the middle of the XIX century, and previously limited in genre-style terms, it finally established itself in the confessional field. In the Soviet period, the verb probably became archaism - so deep that it was not recorded by lexicographers. Conclusion. The Russian verb's re-actualization, apparently, was facilitated by forgetting the meaning of compatibility of action, expressed initially by the prefix s- (so-) and then rethought as an indicator of its completeness. To a certain extent, a return of the Russian verb “spodvignut” into speech acts might have been supported by the noun “spodvizhnik”, the history of which did not know sharp fluctuations in frequency.