Every twenty years that pass, mean a new generation in the history of mankind. That is exactly the period that has passed sine the events of 1980s which are known in the consciousness of people as the years of perestrokia and glasnost. In this work the author is analyzing linguistic units of the abovementioned period which are directly connected with reformist efforts of M.S. Gorbachev the last Secretary General of the USSR and at the same time the first and only president of the USSR. In this work, these units are analyzed on the ground of their conceptualization in individual mass media. First of all two groups of Russian periodicals are concerned and thus "democratic" and "patriotic", which developed in the period in question. Based on the linguocultural analyses the author has found ten fragmantes of the linquistic picture of Gorbachev. Such analysis of linguistic "gorbachevisms" enables us to understand this specific period in a deeper way. Through these linguistic "gorbachevisms" we come to understand the complexity if the reforms. We can see it the best on the base concept of the era, which is the lexeme "perestroika". First of all we have to state that its axiological value has changed a lot since. It is due to the fact that it went a long way from the positive meaning to negative. The most expressive representative of such semantic transformation is its version another version "katastroika" (meaning catastrophic perestroika). Besides that, there is a vast difference in the interpretation of Gorbachev reforms in Russia and abroad. Gorbachev is a distinct anthropocentric factor in Russian history. He is being evaluated mainly via comparing him with other personalities mainly from the Soviet era. In Russian periodicals it is mainly negative characteristics where he is often compared to a Soviet leader N. Khrushchev where satirical and lampooning elements dominate. The most important elements of the Gorbachev period, perestroika and glasnost, are used up to this day. From a strictly logic point of view perestroika hasn't been carried out as the main intention of its creators was to improve socialism. Only glasnost has been executed to its full extent as socialism in Russiacame to an end as it result. It is also an interesting fact that these Russian lexemes are not translated into other languages but are rather taken into the languages as ethno cultural Russian lexemes which makes them into dominant linguistic codes of vast changes In Russia at the end of the 20th century. These changes thus have become substantial phenomenon of global events.
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