Communicative Practices of TikTok Blogs as a Factor in the Development of Language Skills (Based on Educational Content in the Ukrainian Language)

Abstract

The purpose of the article is to identify the features of communicative practices implemented in the educational content of Ukrainian language TikTok blogs and to determine their role in the development of users’ language skills in the online communicative environment. Research methodology involved the use of the following methods: content analysis – to identify communicative practices for promoting the Ukrainian language on TikTok; analysis and synthesis, observation, and generalisation – to process educational linguistic content and identify communicative strategies for audience engagement; sociocultural analysis – to outline the role of social networks in shaping language identity and collective awareness of linguistic norms. Scientific novelty of the article lies in the comprehensive analysis of communicative practices of TikTok blogs promoting the Ukrainian language as a factor in the development of users’ language skills, in presenting interactive strategies used by bloggers to engage audiences in mastering language norms, and in forming language identity. Conclusions. Communication practices of bloggers on TikTok shape language skills through interactive communication, wordplay, role-playing dialogues, engaging audiences in joint analysis of the features of the Ukrainian language. Users become co-creators of content: they comment, suggest alternative forms, create humorous mnemonic constructions, and, by analyzing proposed examples, become aware of the cultural and historical context of language norms. Such communicative technologies take the form of collective linguistic activity, shaping language identity and strengthening the sense of belonging to a language community. The format of internet platforms, in particular TikTok: short videos, distribution algorithms, interactivity, virality – promotes the popularization of speech culture: interpersonal and group, everyday and professional, scientific and official-business speech. At the same time, the specifics of clip thinking and the desire for conciseness may lead to fragmented presentation of material and simplified representation of complex historical and linguistic processes. Digital communicative practices emerge as a factor in the linguistic mobilization of Ukrainian society, while also constituting a space for potential challenges in the context of preserving and disseminating language norms.