Keyword: «blogosphere»

This article examines the results of lexical analysis and exhibits features of digital medical discourse when communicating online in personal journals posted on the LiveJournal blogging platform. During the study, it was determined that the specificity of medical nickname lies in their possible association on a thematic basis. It has been established that the medical nickname is a significant attribute of the linguistic personality speech portrait and possess a differentiating, definitive and implicit educational functions. It is determined that blogosphere users possess extensive knowledge of medical terminology and professional slang, but the high terminological text density does not promote to the author's self-presentation in the blogosphere. Analysis of the environment, where communication is natural and spontaneous, allowed us to find out that the euphemization, which demonstrates the author’s linguistic tolerance, is one of the most prominent features of medical online communication.

The strategies of language manipulation used in the blogs of modern Russian politicians are examined in the article. An analysis of the frequent usage of manipulative strategies and tactics is given.