The text examines one of the current problems of the modern Bulgarian language and modern Bulgarian society. It is about the entry of foreign words into the language and the sharp reactions of society and some linguists against this centuries-old and regular process, which is not specific only to the linguistic situation in our country, but to all societies in modern times, in which quite logically enter realities with the corresponding names. The question was raised about the moderate attitude towards this phenomenon, through which every modern language is enriched in a natural way, in which new words enter and it does not have lexical names for them. Some theoretical issues related to the concept of purism, which is seen as an ideology rather than a linguistic phenomenon, are examined. The text advocates the position that foreign words, which name newly introduced concepts without lexical correspondences in the language, are one of the ways to enrich the lexical system, and neither a fight nor special laws for the language are needed against them. Attention is drawn to the fact that in the modern reality the process of this phenomenon is especially relevant in some specialized professional communities related to computer technologies, fashion and spa procedures, Internet communication and others. As a main position in the text, the idea is defended that when there is a suitable established native word in the language, it should be chosen in the process of communication, and when foreign language correspondences are sought instead of words that our language already has, the feeling of pseudo-scientificity is created and striving for self-serving emphasis on foreign language proficiency.
Key words: foreign and native words, struggle for the purity of the language, enrichment of the lexical system.
