E. G. Kulikova & L. A. Brusenskaya
Rostov State University of Economics, 69 Bolshaya Sadovaya Str., Rostov-on-Don, 344002, Russia. Email: email@example.com
Received February 10, 2017; Revised March 16, 2017; Accepted March 17, 2017; Published May 5, 2017.
Normative mechanisms in modern Russian society have been intensively changed, and this creates a real problem for the normalization process. The study of this problem refers to the current problems of the norm theory. The article is devoted to the investigation of normativity in the light of ecological linguistics, the origins of normativity and the principles of normativity valuation. Destabilizing factors in the development of the modern Russian language, according to the authors of the article are manipulation, verbal aggression as well as excessive foreign borrowings, slang, which displace native words of the literary language, which have a huge linguistic and cultural potential and convey important ethical concepts. Regulatory processes are being considered from the point of view of language-homeostasis that gives an opportunity to value some phenomenon as constructive or destructive one in terms of ability to survive.
Keywords: language ecology, linguistic ecology, language norm, rhetorical norm, the modern communicative situation, substandard, borrowing