Keyword: «influencers»

The article examines the role of social networks as a space for the formation and dissemination of colloquial and slang vocabulary. It analyzes the factors contributing to this process, including the technological features of the platforms, social interactions of users, and cultural trends. Particular attention is paid to the influence of influencers and memes on the spread of new vocabulary, as well as the impact of social networks on speech culture and the social identity of users. Recommendations for teaching and language analysis in the context of digital communication are offered. The mechanisms of linguistic creativity characteristic of the digital space are analyzed, with specific examples from platforms such as VKontakte, Telegram, and others. The conclusion is drawn about the key role of social networks in the evolution of modern Russian speech.