THE ROLE OF ANTHROPONYMS IN THE INTERNET AND NEW MEDIA SPACE

This article analyzes the linguopragmatic role of anthroponyms in the context of the Internet and new media. The study examines the identificational and communicative functions of anthroponyms in social networks such as Facebook, Instagram, and Telegram. It also highlights the role of anthroponyms in blogs and video blogs as tools for personal branding, establishing sincere communication with the audience, and creating memorable names. Furthermore, the pragmatic functions of anthroponyms in online advertising and SMM materials, including attracting attention, building trust, and branding, are discussed. The findings demonstrate that in the digital space anthroponyms serve not only as personal names but also as communicative, social, and economic resources.