Language Norm and its Meaning for Social World View
The article describes the extra-linguistic circumstances, which impact the norms of media language. The hypothesis is that it is necessary to treat studies of media language norms as a separate scientific field as these norms are most important ones for modern communication. The article is focused to prove that each new generation learn the norms of Russian literary language at secondary and high schools and, that is why perceives them as standard. However, these norms may transform in media language. The rationale for the research is that the norm is not yet explored as a frame, formed by school and high education. Norms (frames) of young and elderly generation may not always correlate. Moreover, the shift from traditional book epoch to new digital one should be taken into account. The article suggests that it is possible to use principles of speech culture for exploration of media language. The conclusion is that it is important to develop new principles and approaches for studying mass media language. This view of research field seems to be prospective as mass media language practice works under rules of new digital communication.