This article analyzes the formation of multimodal tools in digital communication and their cognitive-pragmatic functions. Multimodal elements - emojis, GIFs, stickers, memes, and visual signs - serve not only as a means of conveying information, but also as an important communicative tool for expressing emotions, building identity, and engaging the audience. The article highlights their role in activating rapid associations and metaphorical thinking from a cognitive perspective, and in maintaining etiquette, increasing effectiveness, and strengthening cultural identity from a pragmatic perspective. As a result, it is substantiated that multimodal tools are an integral part of modern digital discourse.

digital communication, multimodal discourse, emoji, gif, sticker, meme, cognitive functions, pragmatic strategies, identity, online communication.

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