The language of the media as an indicator of the language culture of modern society

The purpose of the article is to analyze the current state of the language of the Ukrainian media as an indicator of the linguistic culture of modern society. Research methodology. The interdisciplinary nature of the study led to the use of general scientific methods, in particular, unstructured systematic observation and descriptive technique. The scientific novelty lies in the generalization of linguistic trends in modern media, in explaining the reasons for linguistic shifts in recent decades. The article notes the dominant position in the stylistic system of our time of the language of the media, which has become the main factor in the productive functioning of the Ukrainian language, a factor that determines its cultural, historical, and historical and linguistic originality. In addition, the language of the media plays the role of a kind of model of the national language in the information society, largely shaping literary norms, language tastes, and preferences, influencing the perception of politics, art, literature, and the like. Hence the urgent need to comply with the language of the media literary norms. Conclusions. The conclusions note that one of the most important areas of studying the cultural aspect of the language of the media is to find out how the latter affects culture. The essence of this influence lies in the fact that the language of the media, which covers practically unlimited topics, significantly affects the literary language, and through it, the culture. The language of the media enriches the literary language, saturating it with evaluative turns, forming a refined language, developing techniques, and methods of discussion and polemics. Developing a literary language, the language of the media also contributes to the development of culture due to, for example, the qualities of speech such as flexibility, wealth, and a variety of functions. It is emphasized that the power and advantage of journalism plays an important role in the language of the media - in the direct impact on the addressee, the audience. Therefore, the mission of a journalist is to positively influence the mass audience, to correct its motivation, behavior, and worldview. It is concluded that the language of the media should be exemplary in terms of the competent use of linguistic ethics, correct word usage, the richness of vocabulary, expressive word-formation. Attention is drawn to the fact that the role of neological vocabulary in the media, which reflects the current processes in society, remains a problem in media speech. Further research is also required by the question of the characteristics of the media language and the prospects for its development.