Аннотация
The article examines the phenomenon of virtual linguistic personality in the Kazakh blogosphere, with an emphasis on its lexical, stylistic and communicative features. The purpose of the study is to identify the mechanisms of bloggers’ speech self – presentation on the Instagram platform, to characterize the specifics of their speech behavior and to assess the impact of electronic language on the linguistic culture of young people. The methodological basis was made up of axiomatic, inductive, theoretical and empirical methods implemented through the analysis of blogs and a survey of 58 students of Aktobe Regional University named after K. Zhubanov. The signs of the electronic language are revealed: colloquial style, graphic markers, acronyms, neologisms and deviations from spelling norms. It has been established that blogging speech has a twofold effect: It helps to expand the vocabulary, but reduces the level of stylistic normativity. Special attention is paid to the interaction of visual and verbal components in the formation of digital identity. The theoretical significance lies in clarifying the concepts of media linguistics and methods of analyzing Internet discourse, the practical significance lies in the applicability of the results in teaching speech culture, lexicology and media linguistics.