Zaitseva E. Variability of phonetic and morphological norms in the language of modern Ukrainian television.

The dissertation is devoted to the integral analysis of linguocultural and structural features of phonetic and morphological variants of language norms in the language of the Ukrainian television of the beginning of the XXI century. The paper highlights the theoretical and methodological principles of research of variability of language norm, analyzes approaches to interpretation of the terms «language norm», «language norm variability», «prescriptive norm», «descriptive norm», outlines aspects of research and highlights communicative and pragmatic characteristics of television language as a component of the language of the media. It is noted that television is an important means of mass communication, which has a special impact on the formation of language tastes and speech culture. It is substantiated on the interest of TV journalists in the variety of language norms, represented by their increasingly active use in professional speech and the desire to reproduce, first of all, nationally oriented language tendencies. Factors that determine the variability of language norms, the dominant role of which is played by non-linguistic ones : change of language policy, socio-political changes, democratization and changes in the social structure of Ukrainian society lack of censorship and self-censorship, etc. are identified. It is noted that an important intralinguistic factor of variability is self-restoration in the language system of its inherent phonetic and morphological features, due to the weakening of the pressure of extralingual factors, primarily administrative intervention and state regulation of the language system.