A clich'e in the language of contemporary Russian media

The change in the social hierarchy of priorities determines the influence of the mass media language into the language of the society. In the modern media speech the verb to start is widely used in line with the trend to upgrade and focus on foreign language samples. Following some language fashion, journalists prefer this verb to other Russian verbs with the meaning of commencement. The above mentioned changes the compatibility of the verb, the scope of its use is beyond the scope of aviation and sports. The verb acts as a marker of commercialization (especially in combination with the word project ). The article presents the analysis of dictionary definitions of the verb to start, the peculiarities of its use in General and Newspaper parts of the National corpus of the Russian language, the examples from television and Internet news, the results of the appeal to the search engine «Yandex» are also taken into account.