Proceedings of the International scientific and practical conference ―Science, Technology and Culture in the Era of Globalization‖ (December 24-26, 2025) / Publisher website: www.naukainfo.com. – Geneva, Switzerland, 2026. – 234 p.

185 transfer: concise lexical innovation sallow journalists to summarise complex developments in a single term. Second, neologisms shape the emotional and ideological framing of narratives. Terms such as ―doomscrolling‖ or ―techlash‖ carry strong connotative meanings that influence reader perception. Third, creative lexical units help maintain audience engagement by introducing novelty into media texts. Finally, the globalised nature of English-language journalism contributes to rapid lexical standardisation across national contexts, whic hresults in many neologism sentering other languages, including Ukrainian, without significant adaptation. However, the translation of media neologisms poses a number of challenges. Newly coined terms often lack established equivalents in the target language, which can leadt o semantic distortion if translated literally. Some expressions relyon cultural or metaphorical associations that do not transfer directly into Ukrainian. For example, ―greenflation‖ requires descriptive translation (―зростання цін, спричинене екологічними політиками‖), while ―techlash‖ demands contextual explanation. Translators and journalists typically employ several strategies: borrowing (e.g. ―deepfake‖ → ―діпфейк‖), calque translation (e.g. ―war fatigue‖ → ―втома від війни‖), descriptive translation for complex or ambiguous units, and functional substitution when direct equivalents are absent. The choice of strategy depends on the communicative purpose of the text and the need to preserve both meaning and stylistic nuance. A brief examination of representative neologisms illustrates these tendencies. Polycrisis, widely used in 2022–2024 economic and political reporting, combines the Greek prefix ―poly-‖ with ―crisis‖, forming a highly compressed conceptual marker easily borrowed into Ukrainian. AI hallucination is typically translated descriptively, as the metaphorical component does not fully align with Ukrainian linguistic norms. Sanction fatigue enters Ukrainian through calque translation, preserving its expressive structure. Climate anxiety demonstrates how psychological terminology intersects with environmental reporting, reflecting broader cultural anxieties. Such examples show that media neologisms are not random lexical innovations but meaningful linguistic responses to complex social realities.