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Relevance. The relevance of this work is due to the need to study the different manifestations of linguistic creativity in contemporary British media discourse, as it serves as a benchmark for the preparation of journalistic materials worldwide. This is driven by the desire to create universal models used to maximise the readership's attention. Purpose. This article aims to investigate linguistic creativity in the English-language press, assessing the linguistic potential of phonetic, lexical-semantic, morphological, word-formation, and stylistic means. Methodology. The methodology involves theoretical comprehension of the works of modern linguists, comparative research of linguistic creativity aspects, and structural, linguistic, and contextual analysis in the study of occasional lexemes in British media discourse. Results. This article evaluates the linguistic potential of certain linguistic units in modern English-language newspapers. It provides examples of occasional use of lexical-semantic, word-formation, and stylistic transformations in various content types. It also investigates partial and full telescopic, haplology units, and the reasons for the appearance of neologisms in media discourse. Conclusions. The materials presented in this work apply to the diagnosis of corpus data in the context of English-language media discourse. They are also suitable for assessing the limits of lexical-semantic transformations and the productivity of certain word-formation models used to create new lexemes. Additionally, they help form the culture of application and use of occasional vocabulary and neologisms in modern journalistic practice. Keywords: linguistics; English-language press; newspaper; word-formant
Yeskendir et al. (Thu,) studied this question.