Peculiarities of using personification in the Russian economic media text

Bazanova Anna Evgenievna, Popova Elena Olegovna

The article is devoted to the peculiarities of using the method of personification in the Russian economic media text. Modern financial and economic processes form a new economic culture, therefore the economic lexis goes beyond the usual highly specialized application. Economic media texts contribute to the process of intensive terminologization due to the fact that the high precision of certain tools of language promote to their permanent updating. As a result of the necessity to adapt economic terminology into the context of materials, journalists are looking for new ways of integration special lexis. The microcontext formed around economic terms helps to improve the perception and estimation of economic media texts by the audience. The authors analyze the method of personification as one of the stylistic techniques used to integrate economic lexis into the modern economic media text. They come to conclusion that the anthropomorphism inherent in personification promotes to the "revival" of economic processes in the minds of the audience, which increases the level of understanding of economic terminology.

Keywords:stylistic devices, personification, lexical tools, anthropomorphism, media text, terminology integration, context.