Linguistic purism in Croatia has long figured as one of the main elements of Croatian linguistic nationalism. Though it has been tackled in scholarly production, its newest embodiment, the so-called Šreter prizes, has not. The Šreter prizes are an award contest, established by the editorial board of the highly nationalist linguistic journal, Jezik (Serbo-Croatian “language”), in which competitors vie for prizes awarded for the “best new Croatian word,” often referred to as “neo-Croatian.” This article explores the narratives centered around the Šreter prizes, tackling additionally the lexical and morphological features of the newly minted “Croatian” lexemes.

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