Sociocultural Situation Language Markers in Russia

Considerable changes in the economic, political and social situation in Russia in the last decades were embodied in language. One of the representations of dynamically changing discourses is embedding of words and expressions which were seldom used earlier in communication and fixed in lexicographical sources with the label “outdated” into the sphere of everyday use. The lexeme innovation appears to be a case in point of this tendency. The paper presents an analysis of the development dynamics of the given “key word of the current time” exemplified in All-Russian newspapers over the period from 1999 to 2012.