Abstract
This article explores the pragmatic characteristics of English loanwords (anglicisms) and the factors contributing to their adoption and use in various languages. The study of foreign language vocabulary has always been a subject of interest, given its dynamic nature. Anglicisms have deeply integrated into the lexicon of numerous languages, with their prevalence observed across contemporary linguistic landscapes. The inclusion of anglicisms in speech serves to convey a distinctive and «special» message, with speakers opting for these loanwords to demonstrate their alignment with modernity, trends, and fashion. Several additional motives for borrowing anglicisms are identified, including the absence of equivalent terms in the target language, linguistic efficiency, more precise definitions, the necessity for novel linguistic forms, a diverse range of linguistic resources, and overall convenience. The extensive usage of anglicisms is not limited to everyday vocabulary but extends to professional communication domains. The article also delves into the concepts of «linguistic purism» and «language ecology», which have gained prominence within linguistic circles due to the widespread adoption of anglicisms. This influx compromises the uniqueness, authenticity, and originality of languages themselves. The study draws its materials from media discourse, as the media space serves as the primary source for the dissemination of anglicisms. Keywords: anglicism, pragmatic features, linguistic purism, media discourse, media text.