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Дискурс трудоустройства в эпоху цифровых коммуникаций (на материале российских телеграм-каналов)
This article analyzes the linguistic and communicative features of employment discourse in Russian Telegram channels, which represent a new dimension of professional communication in the digital age. The study emphasizes Telegram's role as a dynamic, interactive multimodal platform that differs significantly from traditional digital job search platforms such as hh.ru or Superjob.ru. The research material consists of 604 posts identified through targeted sampling from 20 Telegram channels, as well as a broader sample of posts from 1007 channels in the "Career" category of the TGStat analytical service. The collected material was analyzed using content analysis, multimodal and critical discourse analysis, and semantic-stylistic interpretation. The study identifies characteristic features of employment discourse in Telegram, including interdiscursivity (integration of elements from pop culture, psychoanalysis, and esotericism), segmentation (focus on professional niches and regions), and genre diversification (presence of informational, educational, motivational, and entertainment content). Features such as immersiveness, interactivity, colloquialization, visualization, psychologization, personalization, and gamification enhance the appeal of Telegram employment discourse—particularly for millennials and Generation Z, who value flexibility, mental health, and self-actualization. Employment discourse in Telegram reflects new labor market trends—the growing popularity of remote work, emphasis on psychological well-being, and the significance of corporate culture for talent attraction. Telegram channels are created by both large companies and individual enthusiasts, offering diverse content (textual, visual, and mixed) and forming an emotionally rich and accessible environment. The communicative repertoire of discourse participants combines Russian and English, enabling flexible, often playful communication that creates a relaxed, humor-infused atmosphere. English borrowings in employmentrelated Telegram channels serve multiple functions: they modernize and globalize the language, emphasizing connection with international trends; attract a young audience; construct professional and social identity; provide emotional and stylistic expressiveness; and economize linguistic means. This creates a translingual and transcultural space where global and local cultural codes intertwine. Telegram channels not only reflect changes in professional communication but also actively shape new expectations among job seekers and employers, adapting to digital and global trends. The study underscores Telegram's growing role in recruitment, particularly in IT and other digital sectors, and lays the groundwork for further investigation of its influence on job seeker behavior and the evolution of HR practices in the digital age.