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The space of social networks is improving very quickly, adapting to the needs of society. Until recently, the hashtag on social networks has been more of a tool for organizing and searching posts by topic; but today its function is expanding and deepening; new functions appear that require detailed analysis and description. Moreover, constantly evolving, the hashtag acquires the features of a self-contained text and even goes beyond social networks.

The article considers issues related to speech genres in the new global areas of communication, which, in the first place, includes the Internet. Taking into account the main parameters of structuring the genre space of network discourse (V. I. Karasik, E. I. Go­roshko), the author identifies and describes the genre characteristics of the social network Instagram, which is one of the most popular platforms for communi­cation, self-­presentation, promotion and sales.