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The article presents the analysis of some means of linguistic creativity in posts of Russian Facebook subscribers, professionally connected with the word (journalists, liguists, literary critics, psychologists, writers, etc.). Among the most popular and efficient devices there are erratives, graphic accentuation, joined-up words, ellipsis, abbreviations, puns, word creation, English inclusions, borrowed English word-forming models, lituratives. It is shown that the playful nature of the internet discourse is often based on codeswitching (of the language, style, alphabet, speech register), and as a result a polymodal discourse is created. Language play in the internet in many cases may no longer be perceived as such and turns into a new standard “new literacy” with its own graphic, lexical, grammatical and stylistical norms, and mastering them can become obligatory for every educated person.
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