The article is dedicated to the analysis of the use of internet memes in the speech of journalists as a tool for promoting the official accounts of Russian TV channels on social media. It notes that in the context of the digital transformation of the media space, traditional media face the necessity of adapting speech strategies to the peculiarities of online communication. Memes, as elements of network visual culture, become part of journalistic practice in Telegram channels and communities on "VKontakte." The study covers both the linguistic and semiotic specifics of memes as well as their functional load in media discourse. Special attention is paid to how memes are used to create an emotional connection with the audience, enhance engagement, and strengthen the brand of the TV channel. The article examines specific examples and empirical data demonstrating the role of memes in the current communicative practices of journalists. The research employs content analysis methods of social media publications and generalizes theoretical positions of media linguistics and mass communication theory. The scientific novelty of the study lies in the comprehensive consideration of the internet meme as an element of journalists' speech practice, fulfilling communicative, image-building, and engagement functions simultaneously. It shows that memes, in the context of the official accounts of TV channels, become a tool for humanizing the brand, expanding the boundaries of traditional media text, and bringing the discourse of the media closer to the discourse of the user. The analysis reveals that moderate use of memes increases audience activity, fosters the formation of loyalty, and enhances content reach. At the same time, the necessity of editorial control is emphasized, as meme content is effective only when balancing entertainment and informational components. Additionally, it is established that the inclusion of memes in speech contributes to the transformation of genre boundaries in digital journalism, forming hybrid forms of information presentation. It is noted that memes perform not only a pragmatic but also a symbolic function, reflecting the processes of audience identification with the media brand.
Murtuzalieva et al. (Sun,) studied this question.