The methodological principles of one of the most important and also one of the least studied problems of linguistic-cultural and comparative genristics are formulated in the article. We discuss the provisions of the modern theory of speech genres that are relevant to this issue, as well as looking at the parameters of the proposed model of representation of speech genre picture of modernity with the same point of view. The sphere and types of borrowed genres are discussed through the prism of globalization. The linguistic features of some borrowed speech genres are analyzed in detail using experimental techniques.

The object of research of the article is the “qualitative” Spanish media: linguocreative means of analytical newspaper articles used as a means for dialogization in the communicative aspect of “addresser-addressee” are analyzed here. Interacting with metaphoric means of the newspaper article (metaphor, personification, etc.) linguocreative means (neologisms, transformed quotes and idioms, polysemantic titles) form its pragmatic orientation. They are aimed at expressing the author’s position, but require some special linguistic efforts to interpret them in the context of the whole article. In the article we point out the tendency of the modern Spanish media text to stylistic contamination, which is also considered like a method of speech influence on the recipient: colloquial, low colloquial (including rude vernacular) elements are transformed to peculiar markers of the author’s view of current political events.

The article is devoted to the usage of irony in modern political discourse. Public speeches of modern Russian, English, and American politicians and political interviews served as material for the research. The aim of the research was to find out if irony is acceptable in political discourse and examine its influence on the speech portrait of a politician. The author's conclusion is that irony is acceptable, useful, and sometimes necessary in modern political discourse. Political debates in the modern world tend to look like talk-shows, and political information acquires the form of entertainment. This presupposes the usage of irony and humor in political discourse. Politicians use ready-made ironic utterances, as well as those created on the spot. There are also cases of unintended irony. Skillful usage of ironic mechanisms makes political speech vivid, audience-oriented, and convincing. Irony helps to put across one’s message and win the trust of the audience. This holds true for Russian as well as for English and American discourse.

This article looks at the factors that condition borrowings in language. The exposure of borrowings in the language system is based on precise differentiation of intralinguistic and extralinguistic factors. The theoretical basis for this study were the works of Russian and foreign scientists (Bagana Zh., Breiter M.A., Crystal D., Kryisin L.P., et al) who were interested in such diversified phenomena as borrowings, in general, and in particular the reasons for them. Research is being conducted on the basis of the French language, certain illustrative units derived empirically in the process of researching these French websites: http://www.linternaute.com, http://www.elle.fr, http://www.wuzz.fr, http://www.eurosport.fr, etc. Borrowing can occur on all levels of language, but we considered the factors that facilitate borrowing and assimilation in the recipient language of lexical borrowings. The research is aimed at considering points of view of different linguists on the problem of borrowing into the recipient language and revealing similarities and differences in the views of scientists. Notwithstanding the fact that external reasons are acting as stimuli for borrowing, there are many linguistic research works that highlight their importance in the appearance and customization of foreign words in the recipient language. Intralinguistic factors dominate in the process of adopting a foreign word into the vocabulary of another language. Psychological factors play one of the key roles in the appearance of borrowings, as language contact is performed when bilingual speakers who have separate linguistic identities communicate. During the research the following methods were used: continuous sampling method, descriptive and analytical method, method of semantic analysis, method of comparison and contrasting.