The article examines cases of stress shift from the base to the definite article in monosyllabic masculine nouns, which according to prescriptive rules and dictionaries should not occur but are nevertheless observed in the language of the electronic media. The nature of the prescriptive rule is discussed as well as the factors that may be relevant: analogy, dialect influence, rhythm and the semantics of the noun.
Key words: Bulgarian, language norm, definite monosyllabic masculine nouns, stress shift.
