VIRTUAL IDENTITY IN THE MEDIA DISCOURSE

The article deals with the virtual identity in the media discourse. It states that there must be information for communication to take place, including virtual communication. The object of research is text-generating language tools in Internet linguistics, and the subject is to determine their participation and role in the formation of the text. The realization of virtual communication is carried out in written and oral form of the language. Any language units such as sentences, texts, discourses (written and oral), non-linguistic units (such as graphemes, grapheme combinations, prosodic means, such as syllable stress, intonation, pause, etc.) can be considered a virtual information carrier. Virtual communication participants must use one of these tools in order to have two-way communication in the communication process. It is important to pay attention to the meaning and content of the communication. For virtual communication there must be a text that is formed for a specific purpose. Until recently, in linguistics, an independent and separate sentence was accepted as the last unit of the syntactic level in terms of hierarchical relations. In our opinion, these shortcomings, which exist at the syntactic level, gives a special impetus to the emergence of such a field as textual linguistics. In the modern world of the Internet, at a time when man-made technology is beginning to open the way to all areas of our lives, it is not surprising that a new field of linguistics Internet linguistics is developing very rapidly. The language of the Internet is constantly on the move; it is observed and operates in different types of communication. In the 21st century, the study of the Internet language from a systemic and structural point of view is observed. At present, linguists are focusing on the analysis of different expressions of the new media discourse in the various virtual worlds observed in the process of communication. The formation of an anthropocentric scientific paradigm in linguistics leads to the intensification of linguistic trends related to communication problems. It is noteworthy to note that when approaching communication in a semiotic plan, its consideration as an action carried out with the direct participation of linguo-semiotic means is one of the factors that led to the expansion of discourse. The virtual world is a shining example of the transition observed in the modern Internet world (explicit and implicit) on the basis of communication. The Internet is the most remarkable tool created by living things. Its impact on society and the world is undeniable. In this regard, the formation of Internet linguistics should not be considered a coincidence. Internet linguistics plays an important role in studying the influence of the Internet on language, develops under its own name in modern linguistics and forms the means of communication in different languages.