Adaptation of Anglicisms in Economic Discourse: Diversity of Phonetic, Morphological and Graphical Methods

Introduction. This article examines the adaptation of Anglicisms within economic discourse, focusing on a variety of phonetic, morphological, and graphic methods. The objective of this study is to analyze in detail and compare the productivity of these methods in adapting English loanwords into Russian economic terminology. The scientific novelty of the research lies in the comparative analysis of these adaptation methods and the identification of the most productive ways to adapt Anglicisms. Methodology and sources. The study employed methods of structural-comparative, contrastive, and morphological analysis, alongside classification and percentage calculation techniques. Results and discussion. Phonetic adaptation is represented by 13 methods; the highly productive ones (60–85 %) include stress shifting, sound substitution, and the devoicing of word-final consonants. Graphic adaptation comprises 12 methods, with letter substitution being highly productive (81 %). Morphological adaptation encompasses 8 methods: the highly productive ones (72–92 %) are gender modification, declinability, and the erasure of morpheme boundaries. Conclusion. The results of the conducted research underscore the multidimensional and complex nature of the loanword adaptation process. Highly productive methods of phonetic, graphic, and morphological adaptation ensure the flexibility of new terms and their ease of comprehension by native speakers, thereby facilitating the more effective use of this terminology in modern economic discourse. Moderately productive methods exhibit certain limitations that may negatively impact the adequate comprehension of these terms by specialists. Low-productivity methods, in turn, result in terms that are unnatural in sound and spelling, hindering their integration into the Russian linguistic environment and reducing their frequency of use in professional contexts.

Authors: Elmira R. Bragina

Direction: Linguistics

Keywords: anglicisms, adaptation, economic discourse, phonetic methods, graphic methods, morphological methods, productivity, structural-comparative analysis, terminology

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