Nowadays, digital communication helps people to establish contact quickly and conveniently, to convey their message, ideas, the vision of the world to a wide audience. In this regard, new challenges have emerged for discourse analysis in the field of research on the features of digital communication, digital communication practices, the impact of electronic communication technologies on the formation and conduct of discourse, application, and influence of extralinguistic factors on speech. The article analyzes the problems and features of discourse using digital technologies, current trends, and new data in the field of social networks, hashtag activism, problems of involvement, activity, motivation of participants in online communication, formation of their online identity. The authors used system-functional, hermeneutic methods, linguistic analysis, methods of analysis, and synthesis in the framework of discourse theory. The study found and confirmed that the features of digital communication practices and the formation of discourse on the Internet are the widespread use of social networks, hashtags, social integration activities such as challenges, the use of special vocabulary specific to Internet communication, the ability to express themselves and form their own online user identity. Extralinguistic factors of discourse formation in digital communicative practices are major from the point of view of discourse analysis.