“Fresh or not Fresh?” (Linguistic Portraying of the Word Фреш (Fresh) in Modern Journalistic Discourse)

The article examines the features of the functioning of the lexeme фреш (fresh) in modern journalistic discourse within the framework of the language portrait. The active spheres of functioning of the word фреш (fresh) in accordance with the subject of the texts are highlighted. The semantic volume of this lexeme has been clarified, which includes several meanings: “freshly squeezed juice”; “fresh, natural food”; “fresh, natural, original, new.” It has been established that the development of the semantics of the lexeme demonstrates the process of expanding the semantic volume due to the loss of hypersemes (“juice”, “food”) and the expansion of lexical compatibility. The morphological polyfunctionality of the analyzed lexeme, which acts as a noun or an indeclinable adjective as part of analytical constructions, is demonstrated. The facts of the expressive use of the word фреш (fresh) as proper names are described, as well as the inclusion of precedent phenomena in the game transformation. It has been established that while maintaining variability in the spelling of the word, the variant фреш (fresh) becomes predominant in frequency; various ways in the design of this word in the position of postposition in combinations are characterized.