Abstract:

Among the communicative processes that we are currently observing, mass media communication is especially remarkable for its steady tendency towards conscious linguistic misbehavior. We believe that this trend is due to the lack of public demand for mass improvement of media literacy (for example, introduction of courses on media behavior to undergraduate and graduate programs could significantly improve the success of communicative practices in virtual media environments) that could stimulate the trend towards the “correct” Russian language. Nowadays the standard language is explicitly disrespected and the linguistic sign is transformed in an attempt to change the national traditional mentality, because “any expansion of the literary language by means of the vernacular, and even by means of other seemingly unwanted language sources of questionable quality, is associated with <...> new methods of introducing, building, and completing a verbal whole, with new ways of addressing the social, psychological, semantic, and aesthetic expectations of the communication partner, that is listener and reader” [Kostomarov V.V. The language taste of the epoch. P. 76].

We believe that the newly formed style (Internet style) that corresponds to the modern communicative needs of Internet users may and should be included in the paradigm of basic cultural competencies within the modern educational standards and be significantly updated in the following aspects:
1) internal borrowings (vernaculars, dialects, jargons),
2) external borrowings (mainly Anglicisms, Americanisms, etc.),
3) reinterpretation (shifts in the semantics of words),
4) new phraseological units,
5) active processes in word formation.

To formally fix the knowledge of the modern Russian language and the rules of its use in the actual communication, both state and private institutions are making attempts to draw attention to this material, which can be conditionally divided into two parts:
1) internally meaningful material, which focuses on teaching and partly on education, and aims to consciously transfer the body of knowledge from the author to the user and to fix it in the language consciousness for a long time (online educational portals: education in Russian (https://pushkininstitute.ru), open education (https://openedu.ru), Federal portal “Russian education” (http://www.edu.ru), etc.;
2) material characterized by an explicitly expressive and shocking external form and small semantic component that aims to make an emotional impact, perhaps without fixing in the recipient's mind for a long time (mainly social networks and the like: communities in the social network VKontakte, VK University (https://vk.com/vku), etc.).

Acknowledgement:
The research was funded by the Russian Science Foundation grant (project No. 16-18-02032)

Keywords:

Mass media, media education, media literacy, standard language, Internet style.