References

mass media texts tend to create the media image of the region. In the article one analyses the mass media texts of the glossy magazines of Vologda region within contact linguistics and linguistic ecology. The content of regional media texts is determined by geographical, administrative, economic, social, historical, ethnic and cultural factors. One of the typical linguistic features of these media texts is implementation of foreign lexical units – code-switches and borrowings into headlines, subheadings and the first paragraph of the article. The methods of semasiological, componential and correlation types of analysis form the methodological basis of the research. The authors emphasize that foreign lexical units in regional media texts are not used often; they are usually accompanied by translation equivalents, definitions and synonyms. The topics of articles, the linguistic landscape of the region, reflected in the mass media texts, and the tendency to the ecological use of foreign units (uniformity of graphics, the explanation of their meaning, moderate frequency) point out that the component of the Vologda region mass media image may be the people’s focus on innovations, in particular, in the professional field, business, lifestyle (sport, fashion and style, beauty industry).

code-switch, borrowing, mass media text, regional mass media text, mass media image