LINGUISTIC STUDY OF DIGITAL MEDIA DISCOURSE: THEORETICAL, PRAGMATIC AND SEMIOTIC PERSPECTIVES
Keywords:
digital media discourse, discourse analysis, linguopragmatics, multimodality, internet language, Uzbek digital media, communication strategiesAbstract
The rapid expansion of digital technologies and online communication platforms has significantly transformed the structure and nature of modern discourse. Digital media discourse has emerged as a complex communicative phenomenon that combines linguistic, pragmatic and semiotic elements within a virtual environment. This study aims to investigate the linguistic characteristics of digital media discourse, focusing on its theoretical foundations, linguopragmatic features, stylistic and semiotic aspects, as well as its manifestation in the Uzbek digital media space. The research analyzes the communicative functions of speech acts, memes, hashtags and emojis in digital communication and examines the role of multimodal signs in shaping meaning in online discourse. The results show that digital media discourse reflects new linguistic tendencies such as lexical innovation, stylistic diversity, interactive communication and multimodal expression. The study also highlights the importance of national and cultural elements in the formation of Uzbek digital media discourse.
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