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Abstract: The spread of artificial intelligence technologies leads to a broad discussion of the problems of digital research in new media. The phrase “neyronnaya set’” (neural network) turns out to be one of the most frequent units in this area because of the impressive opportunities that artificial intelligence technologies bring to life. One-word variants are formed by means of shortening (neyroset’, neyrosetka); sometimes other lexical units turn up in the media sphere (set’, setka, setochka). The imitation of brain work inherent in this artificial intelligence technology determines the associative background of the words of this synonymic set and the range of metaphorical images associated with it. The pragmatic potential of these words is formed by the assessment of neural networks as technologies that pose a threat to many areas of human life. The word neyroset’ is considered as a frequent word in media discourse, used in strong textual positions, possessing broad paradigmatic and syntagmatic connections and word-formation activity, and becoming an object of metalanguage reflection. Genetically related to the sphere of IT terminology, this word undergoes mediatization, becoming a keyword of the current moment. The article presents an interpretation of the results of automatic processing of media texts devoted to neural networks, constructs a cloud of words semantically related to the lexical unit neyroset’, and carries out context clustering, which allows to detect the most significant topics discussed in the media space. The article pays attention to metaphors of intellectual activity and speech, food metaphors, as well as the “neyroset’ – robot” model, which become especially urgent in media communication. The likening of neural networks to the human brain determines the inclusion of the word neyroset’ in the game contexts dominated by the language game precedent code. Transformations of humanistic values as the inevitable result of the spread of artificial intelligence technologies are the object of artistic reflection; and in journalism, the discussion of the influence of neural networks on education and, in particular, on the creation of educational texts becomes most significant. According to the media, the neural networks are constructing a new ethics of interaction between man and machine and a new type of communication, which is sure to become an object of reflection in the future.

About the author(s) :

Anna M. Plotnikova
Ural Federal University named after the first President of Russia B. N. Yeltsin
(Ekaterinburg, Russia)
ORCID ID: https://orcid.org/0000-0002-6027-2855

Publication Timeline:

Date of receipt: 22.05.2023; date of publication: 30.06.2023

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