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ACCENTUATION ERROR AS A PHENOMENON OF MODERN COMMUNICATION IN THE INFORMATION SPACE

Language culture is an important part of national culture. It is the language that is the source that preserves the nation’s history, promotes its self-identification and uniqueness in the global history of mankind. To lose a language or turn it into an illiterate conglomeration of words and phrases means to lose one’s independence, the right to civilizational development and communication with other nations. The accentuation norm together with the orthoepic one are the elements of the phonetic passport of a word, ignorance of which easily decloses a foreigner and an individual having no proper level of education. Each language has its special phonetic rules, its phrases have their own unique rhythmic and melodic pattern, the negligence of which is the result of nihilistic attitude to this very important communication tool. The significance of the research is that the study of errors of the accentual norm will give an opportunity to improve the level of literary language among different segments of its native speakers, increase responsibility for the use of norms and help instill a desire to preserve and develop options for proper functioning of national language in public communication. Such work is necessary especially in the conditions of artificial bilingualism that has developed in modern Ukraine. Knowledge of foreign languages is a characteristic feature of the 21st century, but knowledge of the mother tongue is a natural attribute for every citizen. The purpose of the article is to analyze the factors and reasons that contribute to the spread of erroneous options for emphasis both in the media and in public communication, as well as the development of recommendations to avoid them. So, the purpose stipulates the usage of methodological basis of the study including comparative, structural, oppositional research methods, and the method of stylistic analysis. The paper presents real examples of violations of the accentuation norm by presenters of leading TV and radio channels, journalists, teachers, deputies. The accentuation norm is not stable enough, as it is easily ignored in the process of communication, although each individual word has its own emphasis. This fact creates real conditions for its violation, which eliminates the national identities of the Ukrainian system of emphasis, distorts the language system itself, and leads to the distortion of the content of the message. In addition, the non-normative emphasis in case of its active circulation in the media, advertising, communication of civil servants and VIPs does not contribute to the functioning of the Ukrainian language as the official language, is a threat to its further development. This issue is considered to be public, so it’s solving is of great importance.