Borrowing inter-cultural concepts in the context of mass media and social networks synthesis
The article considers specifications of word-concept borrowing in the discourse field “Environmental friendliness”. On the examples from German-language media the article describes the processes of new words’ access to the German language and the nature of their functioning in the media discourse 2019— 2022. The relevance of this study is to identify and describe, through contextual discourse analysis, new global concepts that function in a synthetic communication space with the view to exchanging information in the public space. The study aims to identify and describe some new concepts German borrowed from foreign cultures and to search the most significant linguistic associations in German-speaking media in order to identify the valuable of the new concepts.