SUMMARY
The research paper deals with theoretical and applied analysis of communication problems in social online networks. It is shown that due to the specifics of the communication channel a virtual community with unique linguistic, cultural and psychological properties are formed (in this case described the change in the landscape of using Internet resources which arose as a result of deployment of the socio-political crisis in Ukraine). The phenomenon of fragmentary brikolage thinking is described, which arises as a result of influence of the hypertext structure and information load of the Internet environment. The nature of network communication gives grounds to speak about the formation of a special form of speech - oral in terms of essence and printed in terms of realization. The personality is presented in the online discourse in a reduced form: as a set of text and visual messages produced by it. Typical forms of communicative activity in the network environment that have a diagnostic and prognostic value are described. The topical prospects of psycholinguistic studies of the discourse of social online networks are identified: the problem of perception and interpretation of text messages; the problem of the relationship between the technological capabilities of the communication channel and the forms of user communicative behavior: the problem of self-presentation and design of effective communications; the problem of adequate “reading” of the linguistic personality being the partner in communication, recognition of markers of certain psychological disorders; the problem of manipulative and mobilizing influence, the need to develop critical thinking skills regarding perceived information, its falsifications and distortions; the problem of influence of online communication on a particular person, his/her outlook and behavior, as well as on society as a whole; the importance of information technology in the ontogenesis of speech. The methodological problem of developing and improving tools for evaluating human behavior on the Internet is presented through the analysis of texts.