Communicative culture on the internet and media linguoecology

Abstract The development of digital technologies impacted Internet-communication, which has become the dominant type of communication and a new form of language use. The Internet today is the most influential sphere of social communication, and it has a strong influence on the transformation of traditional norms and rules of speech behavior – both public and interpersonal. The digitalization of language and the digitalization of culture has posed a number of new problems for society: from the destruction of traditional and the emergence of a new literacy in Internet communication to the formation of a new type of culture – media culture, with certain communicative dominants that distinguish it from traditional culture. The media and digital turns in modern linguistics have served as triggers for the awareness of the new linguistic reality being formed in the Internet environment as an increasingly significant part of modern media space. Therefore, it is necessary to create within the framework of the new scientific direction of linguoecology an independent field, which we have conventionally designated as media linguoecology. We think of media linguoecology as a theoretical and applied discipline, in the scientific field of which not only riskogenic zones of Internet communication will be identified, but also ways of overcoming them will be worked out.