NEOLOGISMS IN BRITISH POLITICAL DISCOURSE

Background. Modern British political discourse is characterized by the constant renewal of linguistic means, driven by rapid social, economic, and technological changes. In this context, neologisms—new words or meanings that emerge to describe new realities, ideas, processes, or phenomena—play a special role. Their emergence in political discourse reflects reactions to globalization, the transformation of societal values, the development of information technologies, and the evolution of political culture. Neologisms ensure the relevance and effectiveness of political communication, helping to convey complex concepts to a wide audience. They often become tools of ideological struggle, instruments for building political leaders’ images, and means of mobilizing public opinion around key issues. Studying neologisms allows researchers to trace changes in public worldview, identify new priorities in political rhetoric, and better understand linguistic strategies used to influence audiences. Purpose is to characterize the role, functions, and features of neologisms in British political discourse, to identify the main methods of creating new lexical units, and to analyze their pragmatic and sociocultural potential. Another objective is to highlight the influence of mass media on the spread of political neologisms and to determine their significance in shaping public opinion. Methods. The study employed a descriptive method to outline the features of neologisms, contextual analysis to examine their functions in political speeches, and a comparative method to analyze the specifics of rendering neologisms in translation from English into Ukrainian. Elements of discourse analysis were also applied to reveal the role of neologisms within the structure of political communication. Results. It has been established that political neologisms in British discourse perform several key functions: nominative (naming new phenomena and processes), expressive (conveying emotional evaluation), ideological (shaping political concepts), and manipulative (influencing audience perceptions). The primary methods of creating new lexemes include compounding (e.g., "Brexit"), morphological derivation, borrowing, and semantic shift of existing words. The study analyzes examples of neologisms that have arisen in response to globalization, environmental challenges, social movements, and changes in international politics. Special attention is given to the role of mass media in consolidating neologisms in everyday language. It is shown that the media not only facilitate the spread of new terms but also actively shape their interpretation and emotional coloring in the public consciousness. Discussion. Political neologisms are an essential element of the dynamic nature of British political discourse, ensuring its alignment with contemporary challenges. Their study allows for the identification of trends in the development of political vocabulary, changes in the structure of political communication, and insights into the interaction between language and power. Future research could focus on mechanisms for the consolidation of neologisms within the language system, their influence on the political identity of different social groups, and comparative analysis of neologisms across different national political discourses.