YOUTH LEXIS IN MODERN JOURNALISTIC DISCOURSE: LINGUISTIC AND SOCIOCULTURAL DIMENSIONS

Abstract

The language of modern journalism is undergoing rapid transformation under the influence of digital communication, globalization, and generational change. One of the most noticeable tendencies is the increasing presence of youth lexis in media discourse. This article examines the linguistic characteristics, functions, and sociocultural implications of youth vocabulary in contemporary journalistic texts. The study analyzes how slang expressions, colloquial forms, borrowings, and expressive innovations contribute to shaping the tone, accessibility, and persuasive power of media communication. Special attention is paid to the role of youth language in constructing identity, engaging audiences, and reflecting social dynamics. The research is based on descriptive and discourse-analytical methods applied to selected journalistic materials from online media sources. The findings demonstrate that youth lexis is not merely a stylistic embellishment but a significant communicative tool that influences perception, credibility, and emotional resonance. At the same time, excessive use of such language may lead to the erosion of traditional norms of journalistic style and raise concerns about linguistic standardization. The article concludes that balanced integration of youth vocabulary can enhance media effectiveness while preserving professional standards.