This article examines the development of virtual and multimodal discourses in the Uzbek language within contemporary social media and mass media environments. Drawing on qualitative analysis of Uzbek-language content from platforms such as TikTok, Instagram, and television, the study explores how multimodal resources—including text, images, video, audio, and emojis—interact with cultural codes in digital communication. The research applies discursive, multimodal, and linguocultural approaches to identify the pragmatic and semiotic mechanisms through which national and regional identities are constructed and transmitted online. The findings reveal that multimodality not only enhances the expressive and persuasive potential of digital discourse but also plays a crucial role in the rearticulation of culturally marked meanings in the Uzbek virtual space. The study contributes to discourse and media linguistics by demonstrating how cultural codes are dynamically adapted to new communicative formats in multilingual and digitally mediated contexts.

virtual discourse, multimodal discourse, social media, cultural codes, Uzbek language, media discourse

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