Особенности концептуализации имени собственного публицистическом дискурсе
Features of the conceptualization of the name in the Serbian public discourse

Summary/Abstract: The article examines the features of the linguistic objectification of names associated with the names of key political persons in the modern Serbian-language publicistic discourse. Such persons are the leading political figures of modern Serbia (president, prime minister, minister of internal affairs, minister of military affairs, etc.), whose names serve as the personification of the country's image. The proper name acts as a conceptual dominant of the media text, the nature of the linguistic objectification of which makes it possible to judge the moods prevailing in the social and political life of the country, the mirror of which is journalism. The semantic structure of a proper name is represented by the personal and professional traits of politicians, which are interpreted by the authors through the categories of the comic; as a result, the political person receives an unflattering, offensive nickname, which, however, takes its place in discourse and continues to be actively replicated.

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