Features of Modern Mass Media Influence on the Formation and Development of Mass Speech Culture

The purpose of the article is to reveal peculiarities development mass broadcasting culture in context specifics modern media (the case study television and print media). Research methodology. methods analysis synthesis, method structuring, system have been used understand influence on process developing speech culture. typological enabled revealing conventional transformation abstract-logical has contributed generalisation trends role their formation. Scientific novelty. impact formation studied. concepts "speech culture" "mass clarified supplemented. Typical for beginning XXI century positive negative revealed. Peculiarities latest foreign language borrowings considered. Conclusions. At current stage, relation Ukrainian-language communication verbal code, we can talk about phenomena at level psychological, political, etc. Mass formed as a certain popular way by majority society regardless status social roles public everyday communication. – traditional new play an important this, they are ones who broadcast reproduce patterns behaviour characteristic (for example, words, expressions, phrases relevant this socio-cultural space, quotes from characters, memes). revealed that (television publications) present stage increased due information technologies, which created prerequisites access unlimited time space parameters. Despite presence factors culture, changes functions result globalisation processes, manifested appearance huge number lexical borrowings, simplifications one hand spread specific regional practices (slang, dialect, sociolect), other hand, there definitely experience creating text characterised high behaviour. Important raising our opinion, maintenance media.
 Key words: media, television.