TRANSFORMATION OF PHRASEOLOGIES IN THE LANGUAGE OF MASMEDIA (ON THE EXAMPLE OF GERMAN ASTROLOGICAL FORECASTS)

Abstract

The aim of the research was to study phraseological transformation in the context of mass media discourse.  It is found that the study of phraseology is comprehensive, which allows to study it in different aspects, taking into account the system-linguistic, linguistic and cultural, linguistic and cognitive and functional areas.  Today the research of phraseological transformations which are considered as relevant changes in lexical structure, syntactic structure, semantics of a constant expression acquires special urgency.  It is necessary to distinguish between simple and analytical forms of transformation, where the first is to change / delete only the word / words in the structure of phraseology, which causes partial changes in the semantics of the language unit, and the second is to change not only the structure but also the semantics of permanent expression.syntactic, lexical, morphological changes.

The study is based on two German women's magazines BRIGITTE, GLAMOUR, which in the German media space are particularly popular by relevant topics: fashion, career, beauty, trends and lifestyle, relationships and partnerships. It is established that the texts of astrological predictions belong to the address and reference subcontinent, the main purpose of which is to interest the reader, the promotion of key ideas of the publication, the formation of worldview.  On the example of German astrological predictions, the most productive types of phraseological transformation are analyzed and its main functions are established, namely: emotionality, expressiveness, expressiveness, accuracy, etc.  It is found that the most part of transformations take place both  in the structure and in the semantics of a stable expression.