UDC 378

Likhacheva O.N.¹ (Krasnodar, Russian Federation) – olga-lihacheva@rambler.ru; Tymchuk E.V.² (Krasnodar, Russian Federation) -elena-timchuk@mail.ru; Pasevich D.K.¹ (Krasnodar, Russian Federation) – daniil-pas@mail.ru

¹IMSIT Academy

¹Kuban State Technological University

Abstract. The concept of language ecology, introduced into scientific circulation by the American linguist Einar Haugen in the 1970s, initially assumed that language was a living organism existing in a specific environment and entering into complex relationships with its speakers and other languages. Just as natural ecology studies the interactions of organisms with the environment, language ecology focuses on the balance, purity, and health of the language system in the context of social, cultural, political, and technological factors. Contemporary realities, characterized by rapid digitalization, globalization, and the transformation of social institutions, lend new relevance and complexity to the concept of language ecology. The modern linguistic environment is a dynamic and often contradictory field, where processes of modification and adaptation are occurring with unprecedented intensity. The key factor determining its current state and development vectors is the total digitalization of communication. The emergence of the internet as a new linguistic reality has led not simply to the emergence of an additional channel for information transmission, but to the formation of a fundamentally different semiotic system in which verbal signs have entered into a complex interaction with visual, auditory, and behavioral codes. This system generates specific forms of language that exist according to their own laws. The relevance of this work lies in the urgent need to study the susceptibility of language to excessive digital influence. The subject of this study is the impact of the internet on the state of the modern Russian language. The scientific novelty of this work is its set of recommendations for improving the health of the modern Russian language. The practical significance of the study lies in the potential for the practical application of the recommendations in academic work, as well as in theoretical linguistic research.

Keywords: internet space, ecology of language, borrowings, generation, linguistic phenomena, nomination, language development, trends, behavioral codes, digitalization of communication.

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For citation: Likhacheva O.N., Tymchuk E.V., Pasevich D.K. Language ecology in modern social realities. CITISE, 2025, no. 4, pp. 580-588.