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DOI: 10.15862/09FLSK125 (https://doi.org/10.15862/09FLSK125)

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Tsukanov A.A., Pestova M.S., Shlenskaya N.M. [Stylistic techniques for creating humor in English-language social media posts] World of Science. Series: Sociology, Philology, Cultural Studies, 2025, Vol. 16, No. 1. Available at: https://sfk-mn.ru/PDF/09FLSK125.pdf (in Russian). DOI: 10.15862/09FLSK125

Stylistic techniques for creating humor in English-language social media posts

Tsukanov Artem Andreevich
Russian State University of Social Technologies, Moscow, Russia
E-mail: Tsukanovaa2003@yandex.ru
ORCID: https://orcid.org/0009-0007-4107-3061
RSCI: https://elibrary.ru/author_profile.asp?id=1235667

Pestova Maria Sergeevna
Russian State University of Social Technologies, Moscow, Russia
E-mail: pestova@rgust.ru
ORCID: https://orcid.org/0000-0002-7996-9636
RSCI: https://elibrary.ru/author_profile.asp?id=649194

Shlenskaya Nataliya Markovna
Russian State University of Social Technologies, Moscow, Russia
E-mail: teaver@yandex.ru
ORCID: https://orcid.org/0000-0002-0199-2393
RSCI: https://elibrary.ru/author_profile.asp?id=482793
WoS: https://www.webofscience.com/wos/author/rid/AAB-2776-2019
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57204974077

Abstract. Modern technologies and the widespread use of the internet have transformed communication forms, making online communication the primary channel for exchanging information. In this context, humor has become an essential tool for interaction on social media. The paper examines the specifics of online humor in foreign-language social networks (Reddit, Twitter, Tumblr), as well as the stylistic techniques used to create a comic effect in English-language internet posts. An analysis of the impact of the digital environment on the development of linguistic stylistics is conducted, and the role of humor as a communication tool in the internet context is highlighted. The study explores the main theoretical aspects of stylistics, analyzes humor-creating techniques (irony, sarcasm, hyperbole, litotes, pun, metaphor, comparison), and provides examples of their application in social media.

The novelty of the research lies in the interdisciplinary approach, combining linguistics, media linguistics, and sociocultural analysis. The content analysis method was applied to popular platforms, allowing for the identification of specific features and characteristics of humor on the internet. The paper also focuses on post-irony as a distinctive phenomenon in digital content.

The results show that internet humor has become an essential tool for self-expression and social communication. It combines brevity, multi-format nature, and flexibility, effectively adapting to cultural trends. The paper emphasizes the significance of humor in shaping social identity and intercultural connections in a globalized digital society. The study can be useful for further research in media linguistics, internet stylistics, and the cultural aspects of digital communication.

Keywords: network humor; Internet communication; stylistic techniques; social networks; Internet stylistics; humor; postirony

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