Abstract
The article explores the promotion of linguocultural values that reflect the interrelation between language and national culture within the realm of social media, which today serves as a primary space for communication and information exchange. The primary objective of this study is to investigate how content that embodies elements of the national cultural code is disseminated and represented across digital platforms. The research focuses on several popular social networking services, including Instagram, Telegram, Facebook, TikTok, and YouTube, which serve as empirical data sources. At the center of the analysis lies the linguocultural specificity of oral folk heritage – proverbs, aphorisms, riddles, and rhetorical expressions – that are actively reproduced in online environments. The study aims to assess the effectiveness of transmitting the nation’s spiritual heritage through social media, its relevance in the digital age, and its role in shaping a national linguistic worldview. The research methodology is grounded in observational and comparative analysis, allowing for a nuanced examination of how nationally significant cultural-linguistic content is utilized in social media contexts. Given the rapid advancement of technology, the accurate and purposeful dissemination of such content significantly shapes users’ perceptions, influences their cultural awareness, and fosters respect for the language, mentality, and heritage of the nation. A systematic analysis of information flow in the digital landscape opens new methodological avenues for scholarly inquiry. Examining the language of social media through the lens of linguocultural studies constitutes a timely and promising research direction. It enables both theoretical insights and practical applications, particularly in relation to the effective use of media platforms, the visual representation of cultural information, and the cultivation of critical digital literacy.