Lexical-and-Semantic Field 'New Sincerity': Neologisms in Russian and Chinese Media Discourse

The ideographic description of new vocabulary and the linguistic units within the lexical-and- semantic field of the idiom new sincerity in particular, is being considered. It is noted that in addition to its cultural significance, this expression has also acquired two new meanings: marketing technology and communicative practice. It is precisely in these meanings that the idiom new sincerity is studied in this research. Using component, contextual, and interpretive methods of analysis, with the support of the ideographic dictionary compiled by one of the authors and examples of usage in media discourse texts, the vocabulary within the lexical-and-semantic field of “new sincerity” has been identified and described. Most of the linguistic units in this group have been established to be neologisms. The presented ideographic network has a frame structure and reflects the fragments of modern reality represented in the linguistic worldview by new vocabulary. The authors have identified 5 segments (slots) of the ideographic network: “new sincerity” as a tactic in internet communication, social-and-political communication, as a basis for uniting people, a form of expressing aggression, and as a communicative practice in the conditions of the coronavirus pandemic. Each segment includes a set of ideograms that unite lexical representatives – neologisms. It is noted that the expression new sincerity is not used in Chinese media texts. However, there has been an increasing interest in open expression of feelings and sharing personal stories by participants in modern Chinese shows, which corresponds to the practice of “new sincerity” in virtual and real life.