The arti cle analyzes internet discourse as an innovative phenomenon of modern communication that significantly influences linguistic practices, cultural processes, and social dynamics.The study examines the key characteristics of internet discourse, such as multimodality, interactivity, hypertextuality, and anonymity, which fundamentally transform traditional forms of communication.Particular attention is paid to sociolinguistic aspects, specifically the impact of internet communication on the formation of new linguistic norms, sociocultural identities, and lexical innovations, which serve as important indicators of globalization.The research findings indicate that internet discourse facilitates the spread of global linguistic trends while simultaneously affecting local languages.The analysis shows that phenomena such as borrowings, neologisms, and abbreviations are not only means of communication but also markers of cultural transformations.The study highlights examples of the adaptation of the Ukrainian language to digital realities, particularly through the integration of terms such as dystantsiika ('remote learning'), zumytysia ('to join a Zoom meeting'), and others, which reflect current societal changes.These lexical units result from the influence of global processes and illustrate how local languages integrate into the global communicative space.It is specifically emphasized that internet discourse creates new opportunities for intercultural dialogue, where language interaction occurs through the flexibility and innovativeness of communication formats.In particular, multimodal forms of communication, including text, graphics, audio, and video, allow for maximum adaptation of communication to the needs of the audience.Moreover, the use of memes and emojis demonstrates how visual elements complement the textual component, ensuring broader reach and mutual understanding among speakers of different languages.The study also reveals that internet discourse is a means of transforming social norms, particularly through its influence on public opinion, community mobilization, and the formation of new rules of communicative behavior.Examples of active discussions on linguistic and social issues in social networks, forums, and blogs confirm that internet discourse is becoming an important space for reflection on cultural and linguistic processes.The research findings demonstrate that internet communication blurs the boundaries between oral and written forms, creating new hybrid interaction models that shape the foundation for further changes in linguistic and cultural practices.