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160 ÌÅÄ²À-ÌÎÂÀ òèòåçà é îêñþìîðîí. Òàê, ç âèêîðèñòàííÿì ïîëÿðíèõ çíà÷åíü ñëîâîòâ³ðíèõ àíòîí³ì³â ³ ìîæëèâîñòåé ìîâè ùîäî ñòâîðåííÿ àëîã³çì³â âèíèê êàëàìáóð Íåäîñòóïíå äîñòóïíå æèòëî (ÄÒ, 27 âåðåñíÿ 2008 ð.). Òàêà ãðà ñë³â äàº çìîãó àâòîðîâ³ âèñëîâèòè ³ðîí³÷íå ñòàâëåííÿ äî îïèñóâàíèõ ïîä³é, äî íàâêîëèøíüîãî æèòòÿ. Äëÿ â³äòâîðåííÿ ñêëàäíîñò³ é ñóïåðå÷ëèâîñò³ çîáðàæóâàíèõ ÿâèù óòâîðåíî êàëàìáóðè Òâåðåç³ áðèçêè øàìïàíñüêîãî (ÓÌ, 20 áåðåçíÿ 2009 ð.) òà Íàçàä, ó òåíäåðíå ìàéáóòíº (ÄÒ, 7 ñåðïíÿ 2010 ð.) øëÿõîì ïîºäíàííÿ êîíòðàñòíèõ çà çíà÷åííÿì ñë³â. Ç³òêíåííÿ ëîã³÷íî ñóïåðå÷ëèâèõ îçíàê ñòâîðþº íîâèé ÿñêðàâèé îáðàç òà äàº çìîãó àâòîðîâ³ âèêîðèñòîâóâàòè êàëàìáóð ÿê ³íòåíñèô³êàòîð äèñêóðñó ïðè ñòâîðåíí³ ìîâíî¿ ãðè. Øèðîê³ ìîæëèâîñò³ àñîö³àòèâíèõ çâ’ÿçê³â, âëàñòèâ³ ñï³âçâó÷íèì ñëîâàì, ðîáëÿòü ¿õ ïðèäàòíèìè äëÿ ñòâîðåííÿ êàëàìáóð³â, íàïðèêëàä: Ñîëîìêà äëÿ ëîìêè (ÓÌ, 4 ëþòîãî 2009 ð.); Îáàìà ³ Äàëàé-ëàìà (ÓÌ, 19 ëþòîãî 2010 ð.); Ç ëþêñîì ïî Áåí³ëþêñó (ÓÌ, 20 ëþòîãî 2010 ð.). Öÿ ãðà ñë³â áóäóºòüñÿ íà ´ðóíò³ ïàðîíîìàç³¿ («çâóêîâî¿ ìåòàôîðè» çà âèçíà- ÷åííÿì Ë. Ìàöüêî) [1, 445] çàâäÿêè ñåìàíòè÷íèì êîíòàêòàì ñë³â (àáî áåç íèõ) òà ¿õ ÷àñòêîâ³é ñï³âçâó÷íîñò³. Íàø³ ñïîñòåðåæåííÿ äàþòü çìîãó ñòâåðäæóâàòè, ùî íàéá³ëüø ïðîäóêòèâíîþ ìîäåëëþ òâîðåííÿ êàëàìáóð³â ó ñó÷àñíîìó ãàçåòíîïóáë³öèñòè÷íîìó äèñêóðñ³ º ð³çí³ ñïîñîáè òðàíñôîðìàö³¿ ôðàçåîëîã³÷íèõ îäèíèöü. Çàçíà÷èìî, ùî ó òðàêòóâàíí³ ïîíÿòòÿ «ôðàçåîëîã³÷íà îäèíèöÿ» ìè äîòðèìóºìîñÿ ïîçèö³¿ òàêèõ â÷åíèõ, ÿê Â. Âèíîãðàäîâ, Â. Êîñòîìàðîâ, À. Áàãìóò, Ì. Ïèëèíñüêèé, ². Âèðãàí, À. Êîâàëü, Ì. Ñèäîðåíêî òà ³í., ÿê³ º ïðèá³÷íèêàìè øèðîêîãî ðîçóì³ííÿ ôðàçåîëîã³¿, ³ ââàæàºìî ïðàâîì³ðíèì çàëó÷åííÿ äî ôðàçåîëîã³÷íî¿ ñèñòåìè ìîâè ïðèñë³â’¿â, ïðèêàçîê, êðèëàòèõ âèñëîâ³â, àôîðèçì³â, ë³òåðàòóðíèõ öèòàò. Ïðèðîäà ôðàçåîëîã³çìó ä³àëåêòè÷íà. Ç îäíîãî áîêó — öå ñò³éêèé, óñòàëåíèé âèñë³â, à ç ³íøîãî — â³í âèÿâëÿº øèðîê³ ìîæëèâîñò³ äî âèäîçì³íè. Íàéá³ëüø ÷àñòîòíèì ñïîñîáîì òðàíñôîðìàö³¿ ôðàçåîëîã³÷íèõ îäèíèöü, ó ðåçóëüòàò³ ÿêî¿ ñòâîðþºòüñÿ êàëàìáóð, º çàì³íà ñë³â-êîìïîíåíò³â ç ìåòîþ ïîæâàâëåííÿ ìîâëåííÿ, íàäàííÿ éîìó «çàïðîãðàìîâàíîãî» ñòèë³ñòè÷íîãî åôåêòó: Ëèõî áåç ðîçóìó Ïåðøà ñòîëè÷íà ïðåì’ºðà — ïðî ðåâîëþö³¿ â îêðåìî âçÿò³é áîæåâ³ëüí³ (ÄÒ, 27 âåðåñíÿ 2008 ð.), ïîð.: ëèõî ç ðîçóìó; ²äåìî äî âè (ÓÌ, 3 áåðåçíÿ 2009 ð.), ïîð.: ³äåìî íà âè; ßê ÑÍ²Ä íà ãîëîâó (ÓÌ, 31 áåðåçíÿ 2009 ð.), ïîð.: ÿê
². Õîëÿâêî. Êàëàìáóðè â æóðíàë³ñòñüêèõ òåêñòàõ 161 ñí³ã íà ãîëîâó; Õ³ä Ê³íàõîì (ÓÌ, 24 êâ³òíÿ 2009 ð.), ïîð.: õ³ä êîíåì; Íå ìàâ áàáàê êëîïîòó (ÓÌ, 3 ëþòîãî 2009 ð.), ïîð.: íå ìàëà áàáà êëîïîòó, òàê êóïèëà ïîðîñÿ; Ñë³äñòâî âåäóòü âàæíÿêè (ÄÒ, 27 âåðåñíÿ 2008 ð.), ïîð.: «Ñë³äñòâî âåäóòü çíàòîêè» — íàçâà â³äîìîãî ðàäÿíñüêîãî òåëåô³ëüìó; Ãîãîëü ïîïëóòàâ. «Òàðàñ Áóëüáà» — ³äåàëüíèé ô³ëüì äëÿ ïðåçèäåíòà (ÄÒ, 4 êâ³òíÿ 2008 ð.), ïîð.: á³ñ ïîïëóòàâ; Âñå çì³øàëîñÿ â äîì³ óêðà¿íñüêîìó (ÄÒ, 1 ëèïíÿ 2006 ð.), ïîð.: ïî÷àòîê ðîìàíó «Àííà Êàðåí³íà» Ë. Òîëñòîãî «Âñå çì³øàëîñÿ â äîì³ Îáëîíñüêèõ». Ïðè çàëó÷åíí³ äî ôðàçåìè íîâîãî êîìïîíåíòà îñíîâíà «óâàãà», ñìèñëîâå àêöåíòóâàííÿ çîñåðåäæóºòüñÿ ñàìå íà íüîìó. Îòæå, â³äîìèé âèñë³â ñòàº «ñâîºð³äíèì îáðàìëåííÿì äëÿ íîâîãî åëåìåíòà» [3, 220–221]. Çàóâàæèìî, ùî ñò³éê³ âèñëîâè òðàíñôîðìóþòüñÿ çàëåæíî â³ä òåìè æóðíàë³ñòñüêîãî ìàòåð³àëó. Çàì³íà êîìïîíåíò³â ó ôðàçåîëîã³÷íèõ âèñëîâàõ ñïðèÿº òîìó, ùî ö³ ìîâí³ îäèíèö³ «âïèñóþòüñÿ» ó äèñêóðñ ³ ãàðìîí³þþòü ³ç íèì. Òàêà çàì³íà íàé÷àñò³øå â³ä³ãðàº ðîëü ö³ëåñïðÿìîâàíîãî âèñì³þâàííÿ, ñàòèðè÷íîãî çîáðàæåííÿ ÿâèù, ïîä³é, îñîáèñòîñòåé, ïðî ÿê³ éäåòüñÿ ó òåêñò³. Ö³êàâî çàçíà÷èòè, ùî äåÿê³ êàëàìáóðè, óòâîðåí³ øëÿõîì òðàíñôîðìàö³¿ ôðàçåîëîã³÷íèõ îäèíèöü, íåð³äêî º ñïåöèô³÷íèìè ìàðêåðàìè ñâîãî ÷àñó, äîçâîëÿþ÷è ³äåíòèô³êóâàòè íå ëèøå ìîâí³ ñìàêè íàö³¿ ïåâíîãî õðîíîëîã³÷íîãî â³äð³çêó, à é «â³ä÷óòè åïîõó»: Íàéøëà êîñà íà âóëèê (ÄÒ, 27 âåðåñíÿ 2008 ð.) — ïðî Þ. Òèìîøåíêî ³ Â. Þùåíêà, ïîð.: íàéøëà êîñà íà êàì³íü; Óêðà¿íà â òðüîõ ñîñíàõ: ÍÀÒÎ — Ðîñ³ÿ — ªÑ (ÄÒ, 27 âåðåñíÿ 2008 ð.), ïîð.: çàáëóêàòè ó òðüîõ ñîñíàõ; Òèõ³øå ¿äåø, â ÍÀÒÎ áóäåø (ÄÒ, 29 òðàâíÿ 2008 ð.), ïîð.: òèõ³øå ¿äåø — äàë³ áóäåø; ² íà íàø³é «òðóá³» áóäå ñâÿòî (ÓÌ, 25 áåðåçíÿ 2009 ð.) — ïðî ïðîáëåìè ç ïîñòà÷àííÿì ãàçó, ïîð.: ³ íà íàø³é âóëèö³ áóäå ñâÿòî. Ïðèâåðòàþòü óâàãó äî çì³ñòó òåêñòó êàëàìáóðè, ïîáóäîâàí³ ïåðåñòàâëåííÿì êîìïîíåíò³â ñëîâà àáî ñë³â, íàïðèêëàä: Ìåä³à äëÿ ìàñ (ðóáðèêà â ãàçåò³ ÓÌ), ïîð.: ìàñ-ìåä³à; Ñëîâî âëàäè ïðîòè âëàäè ñëîâà (ÄÒ, 10 ëèïíÿ 2010 ð.) Ë³íãâ³ñòè÷íèé ìåõàí³çì óòâîðåííÿ òàêî¿ ãðè ñë³â ´ðóíòóºòüñÿ íà ï³äêðåñëåíí³ âèõ³äíî¿ âíóòð³øíüî¿ ôîðìè ñëîâà, çàãîñòðåíí³ óâàãè íà ðåàëüíîìó çì³ñò³ êîìïîíåíò³â êîìïîçèòà àáî ñëîâîñïîëó÷åííÿ. Òàêà ïîáóäîâà äàº ìîæëèâ³ñòü ÷èòà÷åâ³ ïî-íîâîìó îñìèñëèòè âèõ³äíó ëåêñè÷íó îäèíèöþ, çì³íèòè àáî óâèðàçíèòè ¿¿ ñåìàíòèêó.
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3 ÇÌ²ÑÒ ÌÅÄ²À-ÐÅÊËÀ
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5 Òåòÿíà Àíäð³ÿø. Äè
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37 ÓÄÊ 007 : 304 : 004.9 Ìàê
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