HASHTAG FUNCTIONING IN LANGUAGE LANDSCAPE

Abstract

The article examines features of the modern linguistic landscape from the point of view of the functioning of the hashtag in it. The relevance of the study is due to the fact that today the hashtag goes beyond social networks, expanding the scope of its distribution and increasing its functionality. It is a connecting link between virtual and real communication, forming the so-called mixed reality, mediated by new technologies. The scientific novelty of the research lies in the fact that the functioning of hashtags in the field of the linguistic landscape has not yet become the subject of linguistic analysis. The aim of the work is to examine hashtags in the linguistic landscape and identify their functionality and illocutionary power. The objects for the study are signs of various organizations, advertising billboards, clothing and cosmetic products, and urban installations. It has been proven that hashtags are an integral element of the modern linguistic landscape, performing the function of marketing promotion, acting as a translator of political ideology, as well as a style-forming aesthetic element.