Causes and Consequences of Linguocreativity in Intercultural Communication

The research is devoted to the problems of linguis- tic creativity in intercultural communication. The features of modern intercultural communication in new digital media are considered: social networks, electronic mass media, and the Internet -commu- nication. The causes of intercultural communica- tive failures on the topic of international relations are revealed and the role of invective linguistic creativity in the emergence and development of in-tercultural conflict is established. It is determined that the perception of linguistic innovations in the context of intercultural communication is deter-mined not only by linguistic, but also by cultural and pragmatic factors, and in the modern world it is increasingly burdened with negative evalua- tion which depends on political and ideological aspects. In the context of international political and economic confrontation, the relevance and aesthetics of linguistic or discursive innovation often becomes one-sided and is interpreted only from the point of view of the addresser. In the examples considered, linguistic creativity in the statements ofheads ofstate in social networks vio- lates the norms of speech behavior, the language standard, causes difficulty in perception, leads to misunderstanding and rejection by interlocutors representing different cultures and languages, and is often invective. In order to avoid commu- nication failures, the relevance and aesthetics of non-standard language forms should be evaluated not only from the point of view of the addresser, but also the recipient of the message, otherwise, unintentionally or intentionally, there is a threat of intercultural communication failure.