LINGUISTIC FEATURES AND COMMUNICATIVE STRATEGIES OF SPANISH INSTAGRAM BLOGGERS IN DIGITAL DISCOURSE

The article presents a linguo-pragmatic analysis of the language used by Spanish Instagram bloggers within multimodal digital discourse. Despite growing scholarly attention to social media, the lexico-stylistic and pragmatic features of Spanish-language Instagram discourse remain insufficiently studied. The research is based on an expert sample of ten influential bloggers (Aida Domenech, Marta Díaz, Ester Expósito, Mar Lucas, María Pombo, Manu Ríos, Xuso Jones, Sheila Casas, Katia Gutiérrez-Colomer, and Natalia Maquieira), representing the domains of fashion, lifestyle, and advertising. A corpus of over 200 posts and stories from January to May 2025 was compiled for analysis.The study applies discourse and content analysis, stylistic analysis, pragmalinguistic methods, and multimodal analysis to explore verbal and non-verbal communicative strategies. The findings reveal a dominance of colloquialvocabulary – interjections, diminutive/augmentative suffixes, youth slang, and adapted anglicisms. Important roles are also played by lexical neologisms, loaded hashtags, dialectal features, and emojis as paragraphemic markers of emotionality. Pragmatic strategies aim to foster authenticity, proximity, and interactivity through direct engagement with followers. The commercial dimension emerges in product mentions, brand integrations, and promotional content.Instagram discourse is conceptualized as a creolized environment where verbal and visual elements form a unified system of influence. The findings contribute to digital communication studies, sociolinguistics, and media pragmatics, offering insights into language practices in social media.