Keyword: «anglicisms»

The article deals with how and why Anglicisms penetrate the language of communication in Russia, which of them become an integral part of the jargon, and what cultural or economic factors contribute to this process. An analysis of modern borrowed words is provided.

The paper examines the phenomenon of English-language borrowings in the terminology of the beauty and fashion industry as a reflection of globalization processes. The linguistic mechanisms of loan adaptation, including transliteration, calculus, and semantic transformation, are analyzed. The influence of sociocultural factors on the introduction of anglicisms, as well as their role in the formation of professional idiolect, is considered. The results of sociolinguistic studies revealing differences in the perception of borrowings among different generations are highlighted.

The article explores the reasons for the mass spread of anglicisms in the speech of modern youth and the formation of a stable «linguistic mix». Based on sociolinguistic analysis, the key factors of the phenomenon are identified: the dominance of the digital environment as the main space of communication, the function of linguistic marking of group identity, the principle of linguistic economy, the continuous influence of media content and professional spheres, as well as the historical pattern of natural vocabulary renewal. The author argues that borrowings do not reflect the degradation of the Russian language, but rather its adaptation to new technological and social realities. The article concludes by emphasizing the importance of developing stylistic literacy and contextual awareness instead of imposing artificial language restrictions.