Chuvash Ethnoblogging as a Communicative Phenomenon: Bilingual and Transcultural Aspects

The paper is devoted to identifying the distinctive communicative behavior of Chuvash ethnically oriented bloggers, prominent actors in the modern media space who spread Chuvash ethnocultural content on their social media pages and build positioning around ethnic self-determination. The speech activity of bloggers is considered from the perspective of the theory of translinguality and is evaluated as a set of transcultural practices. The purpose of the study is to determine the uniqueness of the communicative practices of Chuvash ethnobloggers in the sociolinguistic aspect. The empirical basis consists of the channels of the three media managers in the Telegram messenger. The methods of included observation and content analysis based on the ideas of Internet and media linguistics, theories of artistic bilingualism and transculturation were used in the research. The posts published by bloggers from January 2024 to February 2025 were selected using a continuous sampling method. The results of the study showed that Chuvash ethnoblogging as a communicative phenomenon is characterized by transcultural specificity with a set of variable bilinguals. The Russian-Chuvash bilingual communication practices of the considered authors of the Telegram channels are formed on two levels: the messenger interface and a separate post. Focusing on a mass audience, bloggers run pages mainly in Russian, using the Chuvash language accentuated, often interspersed with individual words and expressions for the purpose of ethnocultural self-presentation and, accordingly, ethnomarketing content.