Functioning of transformed proverbs in the Internet space: the genre aspect
Intensification of linguistic processes in the Internet space makes an undeniable contribution to the development of the modern Russian language. Language is subject to all sorts of transformations at all levels, Russian proverbs in the Internet space are not only played, but also reinterpreted and used in modified form. The transformation takes place in the proverbs of different genres of online communication (informative, decision-making, communication, presentation, aesthetic, recreational). However, the proverbial changes occur in these genres with different degrees of intensity, which indicates the various functions of the different genres and propensity of participants to create transformed proverbs in identified areas of Internet communication. Which are the most active in transforming the proverbs, are lyricists communicative and informative genres, and more broadly transforms of proverbs are presented in interpersonal dialogue of participants of Internet communication. The reason for this activity is the desire of participants to communicate online to make their own network image original and memorable. The texts of informative genres, this phenomenon appears as a means to attract viewers’ attention, the result of the “struggle for the reader” and is observed mainly in the headers of certain materials and articles. Using proverbs transformations has its own specific genre in the policy: due to the fact that advertising texts are designed to create a positive image of the promoted product, not all the proverbs are used as a means of expression, but only those that contain a positive connotation. In the texts of other genres of online communication, proverb transforms are represented with lesser frequency.