Лазарова, Мариана2025-04-152010978-954-9370-72-0http://research.bfu.bg:4000/handle/123456789/1817The term colloquialization stands for the permeation of newspaper language with colloquial and dialogue elements, of provocative rudeness eliminating the borderline between formal and informal. This is both national and worldwide tendency, motivated by the effectiveness of the communicative function. While in the years following 1989 rudeness was provided the status of a standard through colloquialization, after 2007 rude lexics appeals to values so devaluated that it seems inappropriate to name them with elevated and lofty words. Colloquialization has made newspaper language attractive. However as anything driven to excess, it has repudiated itself.bgcolloquializationnewspaper languagevaluesArticle