Linguistic and functional cognitive peculiarities of media language as the basis of interpretations in the communicative sphere

The study deals with linguistic and functional cognitive aspects of language use in the media with a focus on typical actualisation of linguistic units in continental European business and political press which contain borrowings from the English language alongside original words and collocations, vividly shown by the examples taken from French sources. In the course of communication, the problem of transferring and understanding information arises, thus involving pragmatic and functional cognitive aspects of research. This raises the problem of notions and concepts, particularly in differentiating between strict logical mental structures and formations possessing both logical and sub-logical bases that deal with emotional and evaluative characteristics subject to various interpretations, which is vividly shown in the analysis of the English examples.

La compagnie présente aujourd'hui sa stratégie de base en province, inspirée des méthodes du lowcost. The company is presenting today its basic provincial strategy inspired by low-cost methods 'In recent years, the French business press has increasingly been deploying English borrowings in the form of abbreviations' (Le Figaro Economie, July 11, 2015).
StartUp Sum'up 12: l'actu  According to the resolutions of this commission, more than 250 terms recommended for use in official documents would boot out numerous Anglo-American borrowings from the language of business communication (Soubrier, 1998 In fact, calques (loan words in translation) from English do not cause big problems for nonspecialists, since these words are easy to find in the text, and their meanings can be easily found in a dictionary or on the Internet. Moreover, such terms usually enter the language along with a designated phenomenon, which -at least at the initial stage -has the same characteristics as the one in the culture they are borrowed from. Thus, Soubrier (1998) states that each borrowed term is always used in its connotative meaning. For example, the term 'manager' is relatively neutral in English and can mean both the director of an enterprise and the manager of a service station.
Naturally, such attributes as modernity, efficiency, or youth are implied only if the term is perceived as borrowed, for example, in a job application (qualités de manager). French spelling manageur deprives the term of these connotations and reduces it to the level of responsables, directeurs et autres chefs de service (officials, directors and heads of departments). In most cases, according to Soubrier, the connotation significance of Anglicism is the only sign of its vitality. And this happens in cases when Anglicism doesn't denote English reality, but designates a purely French concept, for which the French language has its own designation: discount (rabais), sales (ventes), process (procédé).
The most interesting aspect of the language of the modern French business press is the tendency towards neologisation. The emergence of newly coined words -as, in the majority of neologismsis predetermined by extralinguistic factors, but 'The emergence of newly coined words -as, in the majority of neologisms -is predetermined by extralinguistic factors, but newly coined words reveal intrasystem processes occurring in the language' newly coined words reveal intrasystem processes occurring in the language. This group of neologisms presents the greatest difficulty, because often their definitions cannot be found in the dictionary, they can only be derived from the context. 'The lexical-semantic analysis of coin words allows us to conclude that the most productive mechanisms of morphological neology in the language of the business French press are prefixation, suffixation, and composition' The most productive suffixes in the language of the French business press are the following: -isme describes a phenomenon, a movement typical for someone's behaviour (mercantilismemercantilism, monétarisme -monetarism, misérabilisme -pessimism). In French, the prefix-suffix method is also used, for example, to join prefixes dé-and -iser to the -isation stem: débruxelliser (take out of the control of Brussels, that is, the EU); décentralisation (decentralisation empowering local authorities with independent management of local affairs); déresponsabilisation (deflect responsibility).
Other productive ways of word formation are composition and telescopy. The difference between them is that telescopy is actually a language game, and new words are formed according to different principles from different parts of words, not necessarily from roots or stems. Here

Concept vs notion
Things tend to be further complicated when one makes an attempt to distinguish between and expressivity (Shapiro, 2014).
Thus, the source of information that contains positively coloured evaluative components of multiculturalism as a special national policy at the same time represents controversial ideas demonstrating that the notion of multiculturalism being represented in actual speech by the linguistic meanings in question has acquired a number of peculiarities that enable its transference into the sphere of concepts due to its evaluative and emotional loading achieved by its linguistic representational peculiarities.  Commonwealth citizens, who, until 1962, were allowed to enter freely' (Musman, 1996, p. 45-51

CONCLUSION
The language of the modern European business and political press is characterised by a specific way of presenting information by means of a particular repertoire of linguistic units organised in a particular order. Although many English 'Although many English borrowings are used in French media texts, one comes across new linguistic units presented in the language of modern press, first and foremost due to extralinguistic factors that influence their use in appropriate contexts' borrowings are used in French media texts, one comes across new linguistic units presented in the language of modern press, first and foremost due to extralinguistic factors that influence their use in appropriate contexts.
As the study shows, the texts of the modern business and political press are marked by an