Shameless charm of anglicisms: magnetism of obscure words

Statement of the problem. Problems related to lexical borrowings invariably arouse the interest of linguists. Probably, both the possible reasons for borrowing and their socio-cultural consequences are particularly attractive for studying. Therefore, it is urgent to study the factors contributing to the readiness of the language community to unconditionally accept borrowings from the Anglo-American and their active use. The purpose of the article is a socio-cultural analysis of borrowings, their semantic and pragmatic status in the Russian language. To achieve the goal, discursive, linguoculturological and semantic methods of analysis were used. Research results. One of the catalysts of the above-mentioned turbulent process is the impenetrability of the internal form of a foreign word for most native speakers of the Russian language. Such lexemes often become the germs of new myths channeled through the media and used to manipulate public consciousness. Conclusions. Today's features of the borrowing process speak of their proximity to traditional verbal magic. Public speech of representatives of the Russian ruling stratum act as a serious impulse encouraging the use of Anglicisms instead of semantically adequate Russian words.