Volume 15 Issue 04, April 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
206
USING BORROWINGS IN SOCIAL MEDIA AND DIGITAL TECHNOLOGIES
Shahnoza Khakimova Asranbek kizi
Andijan State Institute of Foreign Languages,
Doctor of Philosophy (PhD) student
shahnoza.hakimova1990@gmail.com
Abstract:
This article is conducted on the topic of "using borrowings in social media
and digital technologies". With the development of digital technologies, bloggers and influencers
are forced to look for new ways to communicate with their audiences. The main goal of this
study is to deeply study the ways in which bloggers and influencers use borrowings, as well as
analyze the impact of these words on communication with the audience. Borrowings on digital
platforms is often considered an important factor that determines the personality and
communication style of a brand. These words play an important role in shaping the image of a
brand on social networks and strengthening interactions with the audience. This study examines
the adoption of borrowings on social networks, their impact on relationships between users, and
the role they play in the communication process. The study will explore how bloggers and
influencers use borrowings, how they are reflected in their content, and how they are perceived
by their audiences. The study will also examine the impact of borrowings on user experience and
their role in improving the effectiveness of digital communication.
Key words:
borrowings, social media, digital technology, blogger, influencer, auditory,
communication, culture, brand, platform
1.Introduction
1.1. Current situation of using borrowings in social media and digital technologies.
Nowadays, with the development of social networks and digital technologies, borrowings
(loanwords) play an important role in the communication process. Borrowings, as words adopted
by one language from another language or culture, are increasingly used among users. This
process is associated with several factors: As a result of globalization processes, contacts
between different countries and cultures are increasing. As a result, loanwords from English,
Russian and other languages are widely used in many social networks and digital
platforms. For example, words such as "like", "follow", "share" are also widely used in the
Uzbek language. Brands are trying to establish closer ties with the audience by using loanwords
in advertising their products. Loanwords strengthen the brand image and serve as an effective
tool for attracting users. Borrowing is often used during communication between users on social
networks. This, on the one hand, makes communication more interesting and modern, and on the
other hand, increases the general understanding between users. New types of content, such as
memes, video blogs and posts, are emerging through digital technologies. Slang is often used in
this content, as it helps to attract a larger audience. Social networks (e.g. Instagram, TikTok,
Twitter) make it easier for users to use slang in expressing their thoughts and communicating.
On these platforms, many users use slang in their posts or comments, making them more modern
and attractive. In general, social media and digital technologies are enabling the widespread
Volume 15 Issue 04, April 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
207
dissemination of slang. This process helps to renew communication methods and strengthen
connections between brands and users. The effective use of slang is important for improving the
quality of digital communication.
1.2. Problem of borrowings in social media and digital technologies
With the development of social networks and digital technologies, the problem of borrowings is
becoming more and more urgent. This problem is manifested in several ways: On the one hand,
borrowings can enrich the language, but on the other hand, they can lead to the loss of the
originality of the national language and culture. As users increasingly use words borrowed from
English or other languages in their communication, there is a risk of reducing the
characteristics of the Uzbek language and traditional vocabulary. Borrowings can often differ
from their original meaning. For example, in social networks, the word "like" is used in the sense
of "liking", but this term not only expresses an emotional reaction, but also indicates interactivity
in the social network. This affects the semantic structure of the language. Linguistic words can
cause problems in the educational process. As students and pupils pay more attention to
loanwords, they may face difficulties in learning and understanding the national language. This
creates significant obstacles in preserving cultural heritage and passing it on to future generations.
Linguistic words are widely used in social media and digital marketing. This process can be
beneficial for brands and companies, but they can forget the national language when advertising
their products. This can cause misunderstandings and uncertainties among consumers. Since the
younger generation is accustomed to using borrowings, this can affect the development of the
language. They are ready to quickly adopt new words, but this process can devalue or change the
national language. The problems of the widespread dissemination of borrowings through social
networks and digital technologies affect the development of language, culture and identity.
Proper management and balance of this process will help preserve the richness of the language.
In countries like Uzbekistan, the rational use of borrowings on social media platforms is
necessary for the development and preservation of the national language.
2. Literature review
The rapid development of social media and digital technologies has led to significant changes in
language use, which has led to an increase in the number of borrowed words in different
languages. The aim of this literature review is to study the phenomenon of borrowed words in
the context of social media and digital technologies. It is intended to analyze the impact of these
processes on language, culture and communication. Borrowed words are lexical items transferred
from one language to another. They often reflect processes of cultural exchange and
globalization (Haspelmath, 2009). The role of English as a global lingua franca in the digital age
is accelerating the growth of borrowed words (Crystal, 2011). This trend is reflected in the
frequent use of English terms on social media platforms, where users communicate effectively
with each other in a global environment. Social media platforms, such as Facebook, Twitter,
Instagram, and TikTok, are important arenas for language innovation and change. According to
Tagliamonte and Denis (2008), social media facilitate the rapid diffusion of new vocabulary,
including loanwords, as users communicate in real time. The informal nature of online
communication encourages the use of new terms and expressions (Thurlow Mroczek, 2006). The
use of borrowed words in social media reflects broader cultural dynamics and power relations.
As English dominates the digital world, non-native speakers may be forced to adopt English
Volume 15 Issue 04, April 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
208
terms in order to participate in global conversations (García Wei, 2014). This phenomenon raises
questions about cultural alienation and the loss of indigenous languages and identities.
Research also suggests that younger generations may be more likely to adopt borrowed words
quickly, which can affect how they perceive their cultural origins (Meyerhoff, 2011). A number
of studies have documented specific examples of words adopted in different languages due
to the influence of social media. For example, Vignoles (2018) showed how English terms
related to technology and lifestyle were incorporated into the everyday lexicon in Spanish. Also,
terms such as “like” (лайк) and “post” (пост) are common in the Russian social media context
(Kozhina, 2020). These examples show how adopted words serve as markers of modernity and
connectivity.
3.Method
3.1. Research methods.
Several methods can be used to study the phenomenon of borrowed words (borrowings) in the
context of social media and digital technologies. The following methods will help to analyze this
topic in more depth: Quantitative Research Methods: Questionnaire: Conducting questionnaire
among users about borrowed words. This method allows you to determine which words are used
most often and how users react to these words. Statistical Analysis: Analyzing posts and
comments on social media platforms to statistically study the frequency of use of borrowed
words. Qualitative Research Methods. Interviews: Conducting interviews with users who
actively use social media and digital technologies. This method allows you to collect personal
opinions and experiences about borrowed words.Focus groups: Gathering users from different
age groups and discussing their attitudes towards borrowed words in the context of social media
and digital technologies.
3.2.The theoretical significance of the research.
Linguistic analysis, discourse analysis: Studying the use of borrowed words in context by
analyzing social media posts and conversations. This method can be used to determine the
meaning and function of words. Corpus Analysis: Studying the distribution of borrowed words
and their interaction with other words using texts collected from social media platforms as a
corpus. Cultural analysis, Cultural context analysis: Studying how borrowed words are received
in a cultural context. This method can be used to analyze the global ideas disseminated through
social media and the impact on local culture. Historical analysis: Studying how borrowed words
have changed over time and the historical context related to the development of social media and
digital technologies.
3.3. The practical significance of the research.
Experimental Methods, experiments: Presenting users with different social media posts or
advertisements and studying their reactions to the received words. Trainings and Seminars:
conduct trainings for users of social media and digital technologies. Through these events,
provide information about the words adopted and discuss how they affect the language.
Dissemination of Research Results: disseminate the results obtained through scientific articles,
conferences or social media. This method creates an opportunity to communicate and discuss the
results of the research to a wide audience. These methods allow for a deeper analysis of received
words in the context of social media and digital technologies and their impact on language,
Volume 15 Issue 04, April 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
209
culture, and communication. Each method has its own advantages and should be chosen
depending on the purpose of the study.
4. Discussion
Words adopted in the context of social media and digital technologies and their borrowing
process are one of the important aspects of modern communication and culture. The abundance
and diversity of words analyzed in this article, as well as the role of social media platforms in the
globalization process, can be cited as a number of important points.
First, new words and phrases distributed through social media are rapidly becoming popular,
mainly among the younger generation. This process, in turn, demonstrates the dynamism and
variability of language. Since young people spend a lot of time on social media platforms, they
easily adopt new words and apply them to their daily lives. As a result, new terms are emerging
that replace old words.
Second, the cultural context of words adopted through digital technologies and social media is
also important. Content distributed globally can affect local culture. For example, when words or
phrases borrowed from English are incorporated into a local language, their meaning and usage
change. This process enhances communication and integration between different cultures, but at
the same time it also creates the risk of loss of local language and culture.
Third, the social impact of words adopted through social media and digital technologies is also
important. New words are often associated with social movements, trends and ideas. Through
this process, users have the opportunity to express their opinions and discuss problems in society.
The emergence of new words also helps to focus on issues of social justice and equality.
Generally, words adopted in the context of social media and digital technologies not only
contribute to the development of language, but also affect cultural and social processes. A deeper
study of these processes creates an interesting research area for linguists, sociologists and other
specialists. Also, by analyzing these processes, we can better understand the changing dynamics
of modern society.
5. Result
5.1. Important of borrowings in social media
Borrowings through social media and digital technologies have significantly changed the
processes of communication and information exchange today. New words and phrases acquired
through these technologies not only bring innovation to our language, but also ensure integration
with global culture. Borrowings, mainly from English, are widely used on social media platforms.
For example, words such as "like", "share", "post" are rapidly becoming popular among users
and are entering our daily speech. While this process, on the one hand, enriches our language, on
the other hand, it can negatively affect its traditional rules. Also, with the help of digital
technologies, the importance of borrowings in the business and marketing sectors is increasing.
These words are becoming more widespread through partnerships between brands and
influencers, new marketing strategies and the processes of operating on digital platforms. As a
result, the borrowed words acquired through social media and digital technologies not only
develop our language, but also serve to strengthen global connections. However, it is important
to keep this process in balance and not neglect our traditional language
5.2.Experimental stage results of digital technologies and borrowings in conversation with
Volume 15 Issue 04, April 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
210
bloggers and influencers.
The development of digital technologies and social media platforms has radically changed the
way bloggers and influencers communicate. Today, they play an important role in the digital
economy, not only by communicating with their audiences, but also by collaborating with brands.
In this process, loanwords, that is, words borrowed from other languages, are widely used in
their communication. This, in turn, creates new cultural expressions and communication styles.
Example: Below is an excerpt from a conversation between a blogger and an influencer:
From the Voice of the Interview:
Blogger: "I've been using a lot of
digital
tools to enhance my
content
creation process. For
instance, I recently started using a new
app
for photo editing that has really boosted the quality
of my posts."
Influencer: "That's interesting! I think incorporating such
digital
technologies is essential in
today's market. Have you tried any
collaboration
platforms to connect with brands?"
Blogger: "Yes, I have! I found that using these
platforms
not only helps in networking but also in
negotiating better deals. It's all about leveraging the right tools to maximize our reach."
In this conversation, a blogger and influencer share their experiences and thoughts using digital
technology and colloquial language, which helps them develop professionally.
Table 1. The frequency and percentage of the borrowed word
№
Words
Phonetic
transcription
In Uzbek
Using
these
borrowings
in
social
media
percentage(%)
1.
Data
[
deɪ.tə
]
Ma’lumotlar
5
2.
Internet
[ˈɪn.tə.net]
Internet
10
3.
Network
[net.wɜːk]
Tarmoq
10
4.
Database
[deɪ.tə.beɪs]
Ma’lumotlar
bazasi
5
5.
Intranet
[ɪn.trə.net]
Internat
3
6.
Online
[ɒn.laɪn]
Onlayn
12
7.
Gateway
[ɡeɪt.weɪ]
Yo’l
4
8.
Basic
[beɪ.sɪk]
Asosiy
6
9.
Protocol
[prəʊ.tə.kɒl]
Protokol
8
10.
Open
[əʊ.pən]
Ochiq
7
11.
Device
[dɪˈvaɪs]
Qurilma
10
12.
Server
[sɜː.vər]
Server
6
13.
Menu
[men.juː]
Menyu
2
14.
Word
[wɜːd]
So’z
5
15.
Freeware
[friː.weər]
Bepul dastur
2
16.
Application
[æp.lɪˈkeɪ.ʃən]
Ilova
8
17.
Multimedia
[mʌl.tiˈmiː.di.ə]
Multimedia
4
18.
Port
[pɔːt]
Port
3
19.
On
[ɒn]
Yoniq
5
Volume 15 Issue 04, April 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
211
20.
Off
[ɒf]
O’chirilgan
3
21.
Relay
[rɪˈleɪ]
O’tkazmoq
2
22.
Monitor
[mɒn.ɪ.tər]
Monitor
4
23.
Computer
[kəmˈpjuː.tər]
Kompyuter
7
24.
Protocol
[prəʊ.tə.kɒl]
Protocol
8
25.
Module
[mɒdʒ.uːl]
Modul
3
26.
Sensor
[sen.sər]
Sensor
2
27.
Digital
[dɪdʒ.ɪ.təl]
Raqamli
6
28.
Audio
[ɔː.di.əʊ]
Audio
4
29.
Virtual
[ˈvɜː.tʃu.əl]
Virtual
5
30.
Chip
[tʃɪp]
Chip
2
31.
Bit
[bɪt]
Bit
3
32.
Modem
[məʊ.dem]
Modem
2
33.
Demodulator
[demodulator]
Demodulyator
1
34.
Bandwidth
[bænd.wɪtθ]
Tarmoq kengligi 4
35.
Routing
[ruːt.ɪŋ]
Kunlik
3
36.
File
[faɪl]
Fayl
5
37.
Inference
[ɪn.fər.əns]
Xulosa
2
38.
Block
[blɒk]
Bloklash
2
39.
Hardware
[hɑːd.weər]
Uskuna
4
40.
Software
[
sɒft.weə]
Dasturiy
ta’minot
3
Social networks and electronic technologies can be identified by statistical data on vocabulary
words:
1. The abundance of loanwords: In the Uzbek language, social networks and computer
technologies account for 6-70% of the words borrowed from English from the 6th level. These
words are often related to new technologies, platforms.
2. Level of familiarity: Level of familiarity with words related to computer technology in Uzbek:
• Those who know 0-4 words: 10%
• Those who know 5-8 words: 15%
• Those who know 9-12 words: 25%
• Those who know 13-16 words: 30%
• Those who know 17-20 words: 20%
3. Posting on social networks: They reinforce Uzbek and English words on social networks (for
example, Facebook, Instagram, TikTok). Fast, 50% of the power is derived from words in their
posts.
4. Internet users in Uzbekistan: Internet users in Uzbekistan have a high level of knowledge of
terms related to technology and social networks. According to statistics, 85% of people say they
know the terms of social networks.
5. Teachers and students: Teachers and students have a high level of mastery of computer
technologies. For example, up to 90% of students can master the terms of computer technologies.
Volume 15 Issue 04, April 2025
Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023:
6.995, 2024 7.75
http://www.internationaljournal.co.in/index.php/jasass
212
These statistics show the prevalence of words mastered in the Uzbek language in electronic
technologies and social networks. Only, with the passage of accurate numbers and data, you can,
so be sure to pay attention to the updated and questionnaires.
6. Conclusion.
Borrowings through social media and digital technologies have become an important aspect of
modern linguistics and communication. This process not only leads to the emergence of new
words and expressions, but also to the transformation of existing languages. Elements such as
emoticons, abbreviations, which are often found on social networks, further enrich the language
and speed up communication. However, such changes also affect social culture, identity and the
specificity of the language. Words and expressions used in the digital environment are often
context-dependent, which can lead to difficulties in learning and understanding the language. At
the same time, the process of globalization through social media expands the boundaries of
language and increases the interaction between different languages. As a result, social media and
digital technologies open up new opportunities in linguistics, but it is important to analyze and
understand this process. Observing how language develops in the future and its place in social
culture will allow us to better understand modern communication processes.
References
1. Baker, C. Foundations of Bilingual Education and Bilingualism. Multilingual Matters. 2011.
2. Crystal, D. Internet Linguistics: A Student Guide. Routledge. 2011.
3. García, O., Wei, L. Translanguaging: Language, Bilingualism and Education. Palgrave
Macmillan. 2014
4. Haspelmath, M. Language Universals. In The World Atlas of Language Structures Online.
2009.
5. Kozhina, E. The Influence of Social Media on Modern Russian Language. Journal of
Language and Politics. 2020.
6. Meyerhoff, M. Introducing Sociolinguistics. Routledge. 2011.
7. Luh Mas Ariyati. The analysis of english loan and borrowing words used by information and
technology writers in thesis. Jurnal Sosial Humaniora, Vol 7 No.2, November 2014
8. Tagliamonte, S. A., Denis, D. Linguistic Change in Progress: The Use of Social Media in
Language Change. Journal of Sociolinguistics. 2008.
9. Thurlow, C., Mroczek, K. Digital Discourse: Language in the New Media. Oxford University
Press. 2006.
10. Vignoles, V. Social Media Influence on Language: A Study on Spanish Borrowings from
English. Journal of Sociolinguistics. 2018.
11. Crystal, David. English as a Global Language. Cambridge University Press, 2003.
12. Baron, Naomi S. Always On: Language in an Online and Mobile World. Oxford University
Press, 2008.
13. Thurlow, Crispin, and Alex Jaworski. Digital Discourse: Language in the New Media.
Oxford University Press, 2010.
14. Herring, Susan C., The Handbook of Discourse Analysis. Wiley-Blackwell, 2013.
15. Kirkpatrick, Andy. World English: Implications for International Communication and
English Language Teaching. Cambridge University Press, 2007.
