GEN Z SLANG: ITS IMPACT ON THE RUSSIAN LANGUAGE – PROS AND CONS

 The article analyzes Generation Z slang as a significant linguistic phenomenon of the contemporary digital era and examines its impact on the development of the Russian language. Particular attention is paid to the social, cultural, and communicative conditions shaping Zoomer slang, as well as its lexical and pragmatic features. The study identifies both positive and negative aspects of the spread of slang elements, including their role in linguistic innovation and group identity formation, alongside the erosion of stylistic norms and the strengthening of intergenerational communication barriers. The article concludes that the influence of Generation Z slang on modern Russian is complex, contradictory, yet a natural outcome of language evolution in the digital age.