LINGUOCREATIVE ELEMENTS IN REGIONAL MASS MEDIA ECOLOGICAL DISCOURSE

The article considers regional mass media ecological discourse represented by the material of public Telegram channel devoted to separate waste collection and recycling in Chelyabinsk city and region. Mass media ecological discourse is defined as a set of mass media texts on ecological topics. Linguistic creativity presupposes actualization of creative and cognitive potential of language units and categories in communicative speech activity with the purpose of making speech impact more effective. The article examines peculiar features of linguocreative elements functioning on phonetic and morphemic text levels. Such characteristics are highlighted as homonymy, sound imitation, rhyme, grammatical transposition, occasional word-building, reduplication.