Media Drug «Subculture» in Language Reflection: Lexical-Semantic and Pragmatic Aspects
Abstract
Lyudmila A. Brusenskaya, Ella G. Kulikova, Tatyana V. Korosteleva (Rostov-on-Don, Russian Federation)
The modern stage of language development is characterized not only by the expansion of the usual sphere of substandard existence, reflecting the corresponding subculture, but also by its expansion into written (codified) forms of communication. Widespread narcotism makes the reality of the drug subculture, which is heterogeneous itself, involves different strata. Drug addiction gradually ceases to be perceived in society as a condemned dependence, goes into the category of habits when there is a special «drugs-lifestyle», and drugs are assigned a special «stylistic» role in it. The aestheticization of the drug addicts lifestyle is carried out through the nominations with a positive emotional-expressive connotation. Since the advertising of drugs is prohibited by law, there is a hidden advertising. Often, the fight against drug addiction itself is essentially transformed into drug advertising, for example, all the discussions about the distinction between «light» and «heavy» drugs. In the last ten years, these nominations – «heavy» and «light» drugs – are extremely popular in media. The very nomination – «easy» – in the consciousness of teenagers is associated with the features, such as ‘harmless, innocent, resolved’, i.e. the nomination itself gives veiled permission on use.
Meanwhile, Russian legislation prohibits this distinction, because all the drugs are certainly harmful and dangerous.
Key words: substandard, esthetics of drug addiction, media discourse, pragmatics, youth subculture, lexical semantics, labeling.
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