Non-standard lexemes in Russian language periodicals in Belarus: efficiency vs effectiveness

The problem of studying the language of press in mass media is very important and practically significant. The competition that has developed in recent years on the publishing market, the large-scale offensive of the Internet, and the development of information technologies compel journalists working in periodicals, including Belarusian ones, to seek new forms of attracting reader’s attention and to keep their readers. The ability of the author of the publication to create the necessary level of attraction in communication with the interlocutor-reader depends not only on knowledge of the psychological component of this phenomenon, but also on the effective use of various means of communication, elements of different language levels (in particular, phonetics, graphics, syntax). In Belarusian periodicals published in Russian the potential of using emotionally and expressively colored elements as well as occasional words is growing, including non-standard formation.