AMERICANISMS IN THE MIRROR OF RUSSIAN CONSCIOUSNESS (INTERGENERATIONAL SPECIFICITY OF THE IMAGE OF FAMILY AND THE OLDER GENERATION)

The article analyzes the occurrence of English and American
borrowings in the modern Russian language, emphasizing their
influence on the Russian language. It is noted an exceptional role of
mass media and Internet communication together in the imposition
of “alien” words with “foreign” meanings that entail certain following
of behavioral patterns, which in turn carries the change of Russian
cultural constants. Based on the analysis of recent borrowings, the
conclusion has been made about introducing unusual connotations in
the conceptual field of some Russian words that suggests the emergence
of new values. It was found that through a variety of semiotic systems,
an individual adopts values, norms and requirements of the environment
in which he lives. Assigned in the process of socialization under the
influence of different effects, they may unknowingly be replaced by
other values and imposed stereotypes and borrowings.