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• The abnormal “new normal”: The concept of the “new normal” as a framing structure in social media discourse: A cognitive-discursive analysis

  Nava Vanda Sahverdova

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  405

  This study is devoted to the analysis of the concept of the "new normal" and the description of its frame structure in everyday usage within social media discourse. Based on a cognitive-discursive approach, the study examines the transformation of the meaning of the expression "the new normal" from its original economic-political term into a polysemous linguistic tool for expressing evaluation, anxiety, and rejection. Using comments from social media platforms (such as Facebook, Telegram, and LiveJournal), the study identifies frames and thematic groups in which this concept is actualized: the moral and value devaluation, the cultural-civilizational crisis, ideological pressure, the normalization of violence, the mediatization of tragedies, and the social adaptation to post-COVID realities. The analysis shows that the "new normal" functions in media discourse as a marker of normative transformation and a cognitive representation of crisis phenomena. The concept serves as an ironic label, a means of stigmatization, emotional evaluation, and as a tool for expressing identity and describing the "other" amid global and local changes.

• Linguistic Analysis of the Development of the Term “Greenwashing” Through the Prism of Variology

  Krisztina K. Kovács

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  32

  This article examines the variability of the ecological neologism “greenwashing.” Based on an analysis of the media context and various corpus platforms, the main types of variability (graphic, morphological, and syntactic) are revealed. Semantic variability is also presented depending on the context. Particular attention is paid to the process of determinologization in the context of the mediatization of scientific knowledge.