Neoderivation of the 2020s in the Context of the Language Game at the Beginning of the 21st Century (Based on Keywords of the Russian Mass-Media)

In the context of the linguistic game of the early 21st century, an analysis is presented regarding the play with key words. Current key words that have served as a basis for creating neologisms, graphic innovations, and transformations of precedent phenomena.
The 2020s in Russia are marked by events of international signifi cance, including sanctions policies and a special military operation. These events are reflected both in current key words and in the play surrounding them, which serves as a means of evaluation, such as "sanctionomics", "SBUshka – Hizbushka," and others.
Key words, like vocabulary in general, represent an open layer subject to change. At the same time, there are key words that remain relevant over a long period, such as the acronym NATO or the proper names Trump and Crimea.
The overview of language innovation in Russian media at the beginning of the 21st century, particularly during the 2020s, allows to observe its vastness and diversity in the use of linguistic tools – word formation, graphic elements, and linguocultural
aspects.
It is important to highlight the axiological nature of language innovation in contemporary Russian media. Unlike artistic discourse, which typically aims to entertain the reader, language innovation is directed towards infl uence and evaluation.