LINGUISTIC MECHANISMS OF VIRALITY IN DIGITAL COMMUNICATION

Abstract

Тhis article examines the linguistic mechanisms that contribute to the virality of expressions in contemporary digital communication, focusing on how specific phonological, morphological, semantic, and pragmatic features influence the rapid spread and high replicability of online language. The study argues that virality is not a random process but is enabled by identifiable linguistic patterns that enhance memorability, cognitive salience, emotional resonance, and user engagement. The analysis highlights the role of phonological features such as alliteration, rhyme, rhythm, and sound symbolism, which create acoustic patterns that are easy to perceive, recall, and reproduce. Morphological mechanisms support virality by enabling users to generate new forms based on existing, recognizable patterns. Such formations encourage large-scale variation and adaptation, turning linguistic items into flexible units that can circulate widely within digital environments. Semantic properties of viral expressions contribute to their ability to fit multiple contexts and resonate with diverse audiences. Pragmatic factors create conditions for rapid dissemination. Beyond linguistic factors, the article situates virality within the broader digital ecosystem. Social media algorithms, participatory culture, multimodal integration, and transnational communication patterns significantly shape the life cycle of viral expressions. The interaction between linguistic form and digital infrastructure results in a hybrid mechanism of spread, where language becomes both a cultural artifact and a technological product. The findings underscore the dynamic and adaptive nature of online language, revealing how linguistic innovation serves as both a reflection and a driver of contemporary digital culture. By identifying the structural, functional, and sociocultural foundations of virality, the article contributes to a deeper understanding of linguistic change in the digital age and offers a framework for further research into the mechanisms that shape the creation, circulation, and global diffusion of viral expressions.