RUSSIAN LANGUAGE IN TIK-TOK DISCOURSE: LANGUAGE ADAPTATION AND IDENTITY OF YOUTH COMMUNITIES

Аннотация

This article explores how Russian-speaking youth use language on TikTok, focusing on linguistic adaptation, hybridization, and the construction of digital identities. Drawing on discourse analysis and digital ethnography, the study reveals how TikTok serves as a site of language innovation where youth navigate between standard Russian, slang, translanguaging, and internet memes. These practices reflect both the desire to belong to global digital cultures and the affirmation of local and linguistic identities. The research highlights the dynamic interplay between digital communication norms and sociolinguistic behavior in contemporary Russian-speaking communities. Keywords:Tik-Tok, russian language, youth, digital discourse, identity, translanguaging, sociolinguistics, youth discourse, digital identity, language adaptation, social media, hybrid language, memeculture. Introduction. The emergence of TikTok as a dominant platform among global youth communities has significantly reshaped linguistic practices and modes of identity expression. In Russian-speaking contexts, TikTok provides a unique lens through which to examine how young users adapt language to suit platform constraints, aesthetic trends, and subcultural affiliations. The platform’s visual-aural affordances promote not just creativity but also linguisticexperimentationthat redefines conventional norms of Russian usage. In recent years, TikTok has become one of the most influential platforms for youth expression worldwide. With its short-form video format, algorithm-driven content discovery, and creative affordances, TikTok enables users to rapidly circulate trends, humor, and commentary across linguistic and cultural boundaries. For Russian-speaking youth, TikTok functions not only as a space for entertainment but also as a dynamic arena for the negotiation ofidentity, belonging, and linguisticinnovation. Unlike earlier text-based platforms such as VKontakte or LiveJournal, TikTok places strong emphasis on sound, visual performance, and rapid editing. These multimodal features reshape the way language is used—often blending standard Russian with youth slang, internet- specific phrases, English borrowings, and regional dialects. As a result, TikTok discourse among Russian-speaking users demonstrates a high degree of language adaptation—a set of linguistic shifts influenced by platform norms, peer culture, and the broader globalization of mediacontent. At the same time, TikTok is a key site for identity construction, where language use reflects and performs aspects of youth identity including age, class, gender, urban or regional background, and subcultural affiliation. Through stylized performances, ironic language play, and creative linguistic forms, Russian-speaking users engage in complex practices of self- presentation that challenge traditional norms of languagecorrectness and social behavior. page1191 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue05,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai This article investigates how language adaptation on TikTok intersects with identity among Russian-speaking youth. It addresses thefollowing questions: 1. Whatlinguisticfeatures characterizeRussian TikTok discourse? 2. How do young users navigate between Russian and other languages (especially English)? 3. In what ways does linguistic practice on TikTok contribute to the formation of digital identities? By examining these questions, the study aims to contribute to a growing body of research in digital sociolinguistics and media studies, shedding light on how contemporary youth shape andare shaped bythelinguisticaffordances ofglobal digital platforms. Main part. Tik-Tok's architecture significantly influences how language is used. Its short video format (initially 15–60seconds, now upto 3minutes) requires content tobe concise, engaging, and often emotionally charged. Russian-speaking users adapt their language accordingly:  Lexical economy: Speech is shortened, simplified, and often relies on high- frequency slang or emojis. Common expressions such as “kringe”, “жиза” (relatable), or “трэш”(trash/crazy) serve as efficient communicativetools.  Visual-linguistic multimodality: Users mix spoken Russian with on-screen text (often stylized in Latin script or nonstandard spelling), sound overlays, and visual cues to enhance themeaning and emotional impact ofthe message.  Hashtag language: Hashtags like #фипи, #студентка, #ржать, or #языкмолодёжи become part of the discourse, often functioning like taglines or summaries of cultural microtrends. A hallmark of Russian TikTok speech is the integration of English and other linguistic influences:  Code-mixing: Words like "cringe", "random", "vibe", "low-key", "cancel" are often inserted into Russian sentences, e.g., "Это был такой кринжовый момент, реально low- keyобидно."  Stylized english: English is somet