Лингвокультурная адаптация и стратегии самопрезентации в цифровых дискурсивных сообществах (на материале русскоязычных онлайн-пространств)

The article examines specific communicative norms regulating speech behavior in various types of Russian-language digital communities. A comparative analysis of the key parameters is conducted based on the discourse of professional Telegram chats and fandom communities on the social network “VKontakte.” These parameters include: the degree of formality, the use of professional/fan jargon, self-presentation strategies, and mechanisms for sanctioning norm violations. The study concludes that a continuum exists from utilitarian-instrumental norms in professional communities to emotional-ritual norms in fandom communities, reflecting different models of users’ linguistic and cultural adaptation.