Abstract
<jats:p>This article is devoted to the study of speech strategies and tactics functioning in digital discourse. The rapid development of communication technologies has led to the emergence of new discursive practices characterized by a unique configuration of pragmatic, cognitive, and sociolinguistic features. The study examines the main theoretical approaches to investigating the strategic dimension of speech in digital environments and analyzes the principal classifications of speech strategies and tactics within online communication. Particular attention is paid to mechanisms of manipulative influence, self-presentation strategies, argumentative and emotive tactics employed in social networks, messaging platforms, and other forms of digital interaction. The article also explores hypertextuality, polycode communication, and interactivity as constitutive features of digital discourse. The methodological framework is based on discourse analysis, pragmalinguistics, and communicative stylistics. Drawing on both domestic and international research, the study concludes that speech strategies in digital spaces possess a systematic nature and are significantly shaped by genre-specific and platform-related conditions. The findings contribute to a broader understanding of digital communication pragmatics and may be applied in linguodidactics, media linguistics, and translation studies.</jats:p>