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

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