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The purpose of the article is to reveal the essence of linguistic ecology as a modern sociolinguistic discipline which is engaged in preservation of national language with special care of its ethical and esthetic role in society. The main content of the research is the analysis of the global social reality which deteriorated Serbia’s public discourse to the degree of nonprofessionalism and familiarity. As a result of the research conducted on the basis of systemic1 © CC BY Янич М. С., 2019. 145 ISSN 2072-8530 Вестник Московского государственного областного университета. Серия: Философские науки 2019 / No 2

vestnik moskovskogo gosudarstvennogo oblastnogo universiteta. seriâ filosofskie nauki/vestnik moskovskogo gosudarstvennogo oblastnogo universiteta. seriâ: filosofskie nauki

LINGUISTIC ECOLOGY: PHILOSOPHICAL AND SEMIOTIC ASPECT (BASED ON PUBLIC DISCOURSE IN SERBIA)