The functioning of transformed phraseological units and precedent phenomena in Russian and Czech med

How does language in the media come to life and adapt to current topics? And how do established idioms and well-known cultural references (so-called precedent phenomena) transform in newspaper headlines, articles and commentaries? This comparative Czech-Russian study examines how journalists and publicists creatively work with these linguistic units – modifying them, updating their meaning, and using their expressive and cultural potential to attract readers, express a stance, or emphasise a message. The publication offers a look at language as a dynamic tool of media communication and will appeal to readers interested in language, media and culture – as well as students and experts in linguistics, stylistics and media communication.