Meanwhile, Novye Izvestia has repeatedly written about such proposals and attempts, which are expressed and undertaken by various public figures with unenviable frequency. We wrote about the complete futility of this lesson, since any language in the world develops not depending on our wishes or dislikes, but on the objective conditions that exist among its speakers. And therefore, first, it is necessary to create conditions for a long time and painstakingly under which he will begin to get rid of foreign dependence, and not vice versa, as the “reformers”, including Matvienko, suggest to us.
Philologists also say that this idea is doomed to failure. For example, a leading researcher at the Institute of the Russian Language. V. V. Vinogradova of the Russian Academy of Sciences, Irina Levontina, in an interview with the Moskva Speaks radio station, warned that a new attempt would lead to nothing: “Since the 18th century, there have been these conversations that the Russian language is being spoiled by borrowings. The language is very difficult to impose anything. You can think of what you need instead of "selfie" to say "photographing yourself." Obviously it won't stick. Initiatives to criticize foreign words are quite natural.
Another thing is why Matvienko and others are doing this now, as if there is nothing more important than talking about whether it is worth replacing cashback with a Russian word. This is done in order to create the appearance of activity and attract attention. When the state intervenes, usually nothing good comes of it..."
Matvienko's initiative, like all the previous ones, caused a massive ironic reaction in social networks.