The purpose of this study is to establish dependence between examples of failed public policy promotions and the choice of a nomination referring to an unpopular decision. Regardless of the incident, the word that becomes a lexical marker of a socially significant event acquires a key communicative status. However, in the case of artificially created nomination (srok dozhitiia, importozameshchenie, samoizoliatsia) there is a rejection of it by society, and as a result, and the extension of this relationship to the political decision behind it. This phenomenon is associated with several factors: neglect of natural models (clerical word formation), semantics of the lexema of formants, connotations of lexical units, cultural and historical context. To relieve the emerging social tension, users of the network resort to a comical reinterpretation, which is expressed in memes, where the negative lexical connotations are fully reflected and fixed.