THE IMPACT OF INTERNET MEMES ON THE FORMATION OF SPEECH CULTURE AMONG RUSSIAN SPEAKERS

Abstract

The article examines the influence of memes on the state of the language culture of native speakers of the Russian language. Based on the analysis of Russian publications on the problem, the dialectical nature of Internet memes as a special kind of phenomena of the digital communication era has been identified and systematized. The mechanisms of linguistic processes initiated by memes (hybridization, the formation of erratives, secondary genres of speech, the emergence of neologisms) are investigated. The effects of degradation introduced into the Russian language by memes (reduction of discourse, erosion of speech norms, reduction of stylistic register, manipulative possibilities of memes) are also analyzed. The importance of memes as an adaptive tool used by language in order to adapt to the digital environment is emphasized; it is argued that the creative and destructive nature of memes is dialectical. The formation of high digital and linguistic competence, which would allow Internet users to master the discourse brought by memes critically, is recognized as a key task. The prospects for further research on the influence of Internet memes on the formation of linguistic culture are revealed.