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In article the possibilities of use of reception of a language (onomastichesky) language game for creation of nicknames among young people are considered; the associative and derivational strategy of a language game from the point of view of a world picture projection in language reflection of nicknames are characterized. In the course of the analysis of nicknames of modern youth (students) the interrelation of the phenomenon of democratization of the language and a phenomenon of a language game which found reflection in creation of nicknames is established. The derivational analysis of onim allows to claim that creation this language units depends on linguistic and extralinguistic factors. The result of the review of these factors allowed to draw a conclusion that now the most popular is process of creation of nicknames under the influence of a linguistic factor and updating of associative potential of a proper name. Special attention in article is paid to studying of realization of a language game at the level of word formation. Word-formation models of creation of nicknames in the context of receptions of a language game and existence/lack of associative strategy in the course of a situational reference (an uchecheniye, a pun, contamination) are revealed and described. Each described reception reflects the multilateral process indicating systemacity of word-formation models and corresponding connotations, word-formation potential of nicknames. The conclusion that the internal form of a nickname is, as a rule, wider, than just motivation as unites in itself a number of various connotive signs is drawn. In turn, the associative and derivational analysis of nicknames helps to disclose versatility of an onim from a position of reflection of a language picture of the world of youth.