The article analyzes the scientific achievements of academician Shora Sarybaev about the language of the press. It deals with opinions on violations of literary norms in the use of incorrect translations, and the use of many variant words and non-literary slang in the Kazakh media are presented. Scientist Sh. Sarybaev analyzes the conclusions about the dynamics of the penetration of new words into the literary language in 1920-30. A number of features of the language of newspapers and magazines of the period of independence are discussed in the article of the scientist Sh. Sarybaev "New applications of the language of the media", written in 1999. The language of the press of the society that supported the only ideology of the Soviet era was written in a literary language, with strict stylistic and spelling norms. However, the scientist Shora Sarybaev noted that there are difficulties with the translation of new foreign words in the media. Difficulties arose to give the correct translation of the neologisms. Given the proliferation of new use cases in periodicals, the scientist considered it prudent to use alternative names in newspapers and magazines along with the keyword before Terminсom approval.