USING BORROWINGS IN SOCIAL MEDIA AND DIGITAL TECHNOLOGIES

Аннотация

This article is conducted on the topic of "using borrowings in social media and digital technologies". With the development of digital technologies, bloggers and influencers are forced to look for new ways to communicate with their audiences. The main goal of this study is to deeply study the ways in which bloggers and influencers use borrowings, as well as analyze the impact of these words on communication with the audience. Borrowings on digital platforms is often considered an important factor that determines the personality and communication style of a brand. These words play an important role in shaping the image of a brand on social networks and strengthening interactions with the audience. This study examines the adoption of borrowings on social networks, their impact on relationships between users, and the role they play in the communication process. The study will explore how bloggers and influencers use borrowings, how they are reflected in their content, and how they are perceived by their audiences. The studywill also examine the impact of borrowings on user experience and theirrolein improving theeffectiveness ofdigital communication. Key words: borrowings, social media, digital technology, blogger, influencer, auditory, communication,culture, brand, platform 1.Introduction 1.1.Currentsituation ofusing borrowings insocial media anddigital technologies. Nowadays, with the development of social networks and digital technologies, borrowings (loanwords) play an important role in the communication process. Borrowings, as words adopted by one language from another language or culture, are increasingly used among users. This process is associated with several factors: As a result of globalization processes, contacts between different countries and cultures are increasing. As a result, loanwords from English, Russian and other languages ​ ​ ​ ​ are widely used in many social networks and digital platforms. For example, words such as "like", "follow", "share" are also widely used in the Uzbek language. Brands are trying to establish closer ties with the audience by using loanwords in advertising their products. Loanwords strengthen the brand image and serve as an effective tool for attracting users. Borrowing is often used during communication between users on social networks. This, on the one hand, makes communication more interesting and modern, and on the other hand, increases the general understanding between users. New types of content, such as memes, video blogs and posts, are emerging through digital technologies. Slang is often used in this content, as it helps to attract a larger audience. Social networks (e.g. Instagram, TikTok, Twitter) make it easier for users to use slang in expressing their thoughts and communicating. On these platforms, many users use slang in their posts or comments, making them more modern and attractive. In general, social media and digital technologies are enabling the widespread http://www.internationaljournal.co.in/index.php/jasass 206 Volume15Issue04, April2025 Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023: 6.995, 2024 7.75 dissemination of slang. This process helps to renew communication methods and strengthen connections between brands and users. The effective use of slang is important for improving the qualityof digital communication. 1.2.Problemofborrowings in social media anddigitaltechnologies With the development of social networks and digital technologies, the problem of borrowings is becoming more and more urgent. This problem is manifested in several ways: On the one hand, borrowings can enrich the language, but on the other hand, they can lead to the loss of the originality of the national language and culture. As users increasingly use words borrowed from English or other languages ​ ​ ​ ​ in their communication, there is a risk of reducing the characteristics of the Uzbek language and traditional vocabulary. Borrowings can often differ from their original meaning. For example, in social networks, the word "like" is used in the sense of"liking", but this term not only expresses an emotional reaction, but also indicates interactivity in the social network. This affects the semantic structure of the language. Linguistic words can cause problems in the educational process. As students and pupils pay more attention to loanwords, they may face difficulties in learning and understanding the national language. This creates significant obstacles inpreserving cultural heritage and passing it onto futuregenerations. Linguistic words are widely used in social media and digital marketing. This process can be beneficial for brands and companies, but they can forget the national language when advertising their products. This can cause misunderstandings and uncertainties among consumers. Since the younger generation is accustomed to using borrowings, this can affect the development of the language. They are ready to quickly adopt new words, but