Abstract
This article provides a comprehensive analysis of the linguistic nature of virtual communication etiquette in the context of the modern digital society. The study aims to identify the impact of information and communication technologies and social media on language culture, speech etiquette, and pragmatic norms. Empirical data were obtained from communication samples on WhatsApp, Telegram, Zoom, and Instagram (2023-2025) and interviews with 20 respondents. The study revealed three cognitive dimensions of virtual etiquette: technological cognition (norms of platform and technical adaptation), emotional-social cognition (expression of politeness and emotions through reactions and emojis), and cultural-value cognition (preservation of national speech etiquette in digital form). The results demonstrate that virtual etiquette represents a hybrid cultural-pragmatic phenomenon adapting traditional cultural norms to the logic of digital space. The analysis demonstrated that virtual communication is characterized by a reduction in etiquette means, an active use of visual codes (emoji, pictograms, and abbreviations), and a new manifestation of national cultural codes. The findings have practical significance for the development of digital language culture, media linguistics, and digital etiquette education.