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Nowadays hashtags are mandatory elements of Internet discourse. Having appeared in the framework of microblogging of social networks, hashtags continue to expand into other genres of Internet communication (blogs, electronic media) and beyond virtual reality. Making literature review on the functioning of the sign in microblogs, the author suggests to supplement basic functions of hashtags (highlight the main idea of the message, information organization function, quick search) with two more: the text forming the character appraisal and commenting of information (modal function). The author suggests that blogs differ from microblogs in terms of the volume of messages and the way the text is organized, they represent a slightly different "habitat" for hashtags, therefore, the transformation of their functions is possible. Linguistic analysis of hashtag functioning in English parent blogs allowed the author to distinguish four functions peculiar to hashtags in blogs. The most common is the implementation of link messaging. The brand marketing function of hashtags in blogs is due to the fact that commercial companies are now actively using hashtags to promote their products, this trend is carried over into sponsored blog posts. In the topic-marking function, the hashtag competes with two other ways of marking topics: a vertical bar and square brackets. The stylistic function of hashtags, which allows to give the statement expressive character, is rarely presented in blogs. The author also comes to the conclusion that hashtag, being a multifunctional symbol, actualizes a different set of functions in different systems of written communication.
Keywords:blog, microblog, hashtag, Internet discourse, written communication, linguistic function, the implementation of messaging, brand marketing, topic-marking, stylistic function
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