ИСТИНА

Within the framework of the study the analysis of foreign words used in Swahili mediatexts is conducted, major topic groups are identified, typical tendencies of English loans are considered (transliteration, borrowings adaptation according to the rules of vowels harmony and open syllable, foreignisms). Purposes of English words application are identified, namely: nomination or detailing of existing economic, social and business terms, attempts to make mediatexts more significant, words minimization tendency in terms of characters per mediatext regulations. Past two decades are characterized by globalization of the infosphere, mass media development, leading role of the internet as one of the channels producing and spreading mediatexts. The informational function of mediatexts is connected with the interpretative aspect and mass audience impact. Authors apply a wide range of linguistic tools including English borrowings due to the English expansion in the communicative space. Foreign words used in mediatexts generally don't have attitudinal meaning but they can be considered as speech aggression tools in case of motiveless usage. English loans make mediatexts less comprehensible for a wide readership. Recipients can get a feeling of tension as the meaning of borrowings is not clear enough for them, consequently the lexeme turns into agnonym. The conducted research proves that English borrowings used in Swahili mediatexts have specific features including the adaptation to the grammatical and phonetical Swahili systems, usage of foreignisms. Special attention should be given to the motiveless application of loans which can be considered as speech aggression due to the negative impact on recipients.