Internet commentary

The paper describes the subgenre of an Internet comment for video promotion based on several videos from the TikTok social media. The users resort to this subgenre in order to expand the viewer audience of the author of the video commented on and in order to aid content monetization.

The article deals with current problems of modern communicative linguistics and network genre studies. The author presents general characteristics of such a relatively new network genre as Internet commentary. The research emphasizes dialogical orientation of this genre, which meets the urgent need of Internet users for feedback and represents a media embodiment of the addressee factor that is in demand and meets the spirit of the times.