THE LANGUAGE OF THE MEDIA: LANGUAGE CONSCIOUSNESS, NORM AND ERROR

The projections of the categories of linguistic consciousness and linguistic personality as prototypes of the power of language in general are sought in the work. The cognitive method is used to analyze the relationship between language consciousness and language personality, on the one hand, and norm and error as a clash of phenomena in the developmental process of language, on the other hand. The power of language is manifested and proved by linguistic media explication and at the same time “regulates” it through language laws and language norms. The media language refers to developmental processes in the vocabulary of the language. Lexicalization and grammaticalization can be traced and regulated in the direction of enriching the language and its future as a cognitive passport of national identity. The media discourse is a source of non-normative uses that should be prevented; it presupposes modern and up-to-date regulatory mechanisms in the direction of language protection and preservation - again as a cognitive passport of national identity and cultural sovereignty. The phenomenon for us is the collision of language - speech on the territory of human consciousness as an emanation of cognitive claim and communicative intention, more precisely in their section. Consequently, the problem is the extent to which the linguistic personality has a definite consciousness in terms of linguistic laws in order to present culture in its natural and a priori presentation.