This article examines the influence of sociolinguistic factors on language development in Uzbek and Russian media texts. Media discourse is one of the most dynamic spheres of language functioning because it reflects social change, political processes, technological innovation, globalization, cultural values and communicative needs of society. The purpose of the article is to analyze how sociolinguistic factors such as bilingualism, language contact, globalization, digital communication, social stratification, audience orientation, language policy and media genre influence the lexical, semantic, stylistic and pragmatic development of Uzbek and Russian media texts. The study is based on descriptive, comparative, sociolinguistic and discourse-analytical methods. The results show that Uzbek and Russian media texts are actively influenced by neologisms, borrowings, anglicisms, code-switching, colloquialization, terminological renewal and changes in stylistic norms. Uzbek media discourse demonstrates a tendency toward national language development together with active borrowing from English and Russian, while Russian media discourse shows a high level of lexical innovation, hybrid forms and stylistic diversification under the influence of global and digital communication. The article concludes that sociolinguistic factors play a decisive role in the development of media language because they determine how linguistic units are selected, adapted, normalized and disseminated in public communication.