Options of using the local word “uyatmen” in the media texts

Abstract

This article represents the results of the research “Options of using the local word “uyatmen” in the
media texts. Applying the content-analysis and descriptive method, the author groups six categories
of effective practical application of the neologism in journalistic works. A number of conclusions were
drawn: the word “uyatmen” is widely used in modern print and electronic kazakhstani media in various
genres; it is used as common and own name, in the singular and plural; it is given with a synonym or antonym,
as well as in the composition of the phrase and in rhetorical question; the word passed the stage
of socialization and entered the stage of lexicalization; the concept was fixed in the national cognitive
base and linguistic space of Kazakhstan people, largely due to the media.
Key words: mass media, text, localism, uyatmen.