Video game media rhetoric: levels and characteristics

The paper aims to identify the specifics of the representation of video-game media rhetoric in the modern socio-cultural space. This problem is analyzed from the standpoint of the sociology of culture. In the course of the research, along with general scientific methods, the methodology of sociological and linguistic knowledge was used. It is emphasized that the specific feature of video-game space is dynamism, which is peculiarly reflected in the speech practice of gamers, causing the desire to simplify it. Three groups of videogame terminology, ranked by the degree of prevalence of the corresponding words, terms and turns in the gamer environment, are identified: local, global and hyper-level. There is a large number of anglicisms in video game media rhetoric, the reasons for this are identified and analyzed. The authors define, analyze and give concrete examples of word formation methods within the framework of video-game media rhetoric - transcription, transliteration, calcification, semi-calcification. It is also shown on the basis of which principles the speech interaction between gamers is carried out.