Semantic reconfiguration of English technology terms in contemporary Uzbek online media

Abstract

This article examines how English technology terms are semantically reconfigured in contemporary Uzbek online media. The study does not treat borrowing as a simple transfer of stable dictionary meanings; instead, it focuses on how media context selects, narrows, broadens, or metaphorically extends technological senses after they enter Uzbek discourse. A qualitative sample of ten Uzbek-language media texts published by Spot and O‘zA between 2024 and 2026 is analyzed. Particular attention is paid to platforma, ilova, bulut, startap, bot, model, and trafik. The analysis distinguishes direct lexical borrowing from semantic calquing and local reweighting of an already polysemous English term. The findings show that Uzbek media often institutionalizes technological vocabulary by linking it to public services, education, fintech, artificial intelligence, and platform-based communication. The most visible changes involve metaphorical extension, domain-specific narrowing, and a shift from concrete technical reference to broader service or project meanings.