SLANG EVOLUTION IN THE DIGITAL AGE

Reznikova L. V., Pogrebiskaya A. L.

this article explores the evolution of slang in the digital age, focusing on the mechanisms of its dissemination and popularization. The study includes a historical overview of slang, tracing its early manifestations in medieval Europe to contemporary trends associated with the internet and social media. The main characteristics and functions of slang, such as informality, transience, group specificity, and creativity, are analyzed in the context of digital communication. Special attention is given to the influence of social platforms, media content, influencers, and globalization on the formation and spread of slang. Social networks and messengers have significantly accelerated the process of popularizing new slang expressions, making them global and more accessible. Media and content, such as memes, videos, and music, play a key role in creating and disseminating slang, while influencers and celebrities serve as important catalysts for these processes. The article also emphasizes the significance of slang as a means of social identification, expression of emotions, and creation of exclusivity in communication. Globalization and cross-cultural interactions contribute to enriching slang through borrowings from different languages and cultures, creating hybrid forms that reflect the diversity of modern society. The conclusions of the study show that slang is a dynamic and adaptive part of language that actively responds to social and technological changes. Understanding these processes is important for linguists, sociologists, and anyone interested in contemporary language and communication trends.

Keywords:slang, evolution, digital age, social networks, internet, media, globalization, dissemination mechanisms, sociocultural trends, language identity.