Английский для цифровой эпохи: основная лексика

"DM (direct message)"

A private message sent directly to another user on a social platform, visible only to the sender and recipient

"She sent him a DM to discuss the project details without posting publicly."

"thread"

A series of connected messages or replies forming a conversation, often nested under an original post

"The whole office watched the email thread grow to fifty replies before someone finally scheduled a meeting."

"ghost (someone)"

To suddenly stop all communication with someone online without explanation or warning

"After three weeks of daily messages, he ghosted her and never replied again."

"read receipt"

A notification that tells the sender their message has been opened and seen by the recipient

"She turned off read receipts so she could take her time replying without pressure."

"ping"

To send a brief digital message or notification to get someone's attention quickly

"Just ping me on Slack when you're ready to hop on a call."

"lurk"

To browse online content silently without posting, commenting, or interacting in any visible way

"He lurked in the forum for months before feeling confident enough to post his first question."

"reply all"

To respond to an email so that every recipient of the original message also receives the reply

"She accidentally hit reply all and sent her personal opinion to the entire company."

"bandwidth"

Informal term for a person's available time, attention, or mental capacity to handle tasks

"I don't have the bandwidth to take on another project this week — my schedule is completely packed."

"go viral"

To spread extremely rapidly across the internet, reaching millions of people in a short time

"The video of the dog learning to skateboard went viral overnight and gained ten million views."

"cancel culture"

The practice of withdrawing support for public figures or brands after they have done something considered offensive

"The comedian faced cancel culture after old tweets resurfaced and sponsors quickly distanced themselves."

"clout chasing"

Doing things primarily to gain fame, followers, or social status online rather than for genuine reasons

"Critics accused the influencer of clout chasing by showing up uninvited to the celebrity's charity event."

"doomscrolling"

Compulsively scrolling through negative or distressing news and social media content for extended periods

"She caught herself doomscrolling at 2 a.m. and decided to put her phone in another room."

"ratio"

When a reply or reaction to a post receives significantly more engagement than the original, signalling widespread disagreement

"The CEO's tone-deaf tweet got ratioed within minutes, with thousands of critical replies."

"subtweet"

An indirect online post that refers to a specific person without naming them, often critically

"Everyone knew the subtweet was about her former manager, even though no name was mentioned."

"simp"

Slang for someone who gives excessive attention or praise to another person online, often without reciprocation

"The chat was full of simps flooding the streamer with donations and compliments every few seconds."

"stan"

An extremely enthusiastic and devoted fan who actively supports a celebrity or brand online

"BTS stans coordinated a streaming party to push the new single to the top of the charts."

"thumbnail"

A small preview image that represents a video or article and entices viewers to click on it

"She spent two hours designing the perfect thumbnail because it dramatically affects click-through rates."

"clickbait"

Deliberately misleading or sensationalist headlines and images designed purely to attract clicks

"The article turned out to be classic clickbait — the headline promised ten secrets but delivered nothing new."

"evergreen content"

Digital content that remains relevant and valuable to readers long after its original publication date

"How-to guides and glossaries tend to be evergreen content, driving traffic for years."

"repurpose"

To adapt existing content for a different format or platform to reach a wider or new audience

"She repurposed the hour-long podcast into short clips for Instagram and a summary article for the blog."

"hook"

The opening seconds or lines of content designed to immediately grab and hold the audience's attention

"The editor told him the hook of his video needed to be stronger or viewers would swipe away instantly."

"UGC (user-generated content)"

Content — photos, reviews, videos — created by regular users rather than by brands or official creators

"The brand encouraged UGC by asking customers to tag their photos, then reposted the best ones."

"monetise"

To generate revenue from a digital platform, channel, or content through ads, sponsorships, or subscriptions

"It took her channel two years to grow large enough to monetise through the YouTube Partner Programme."

"niche"

A specific, focused topic or audience segment that a content creator targets instead of a broad general audience

"He found success by narrowing his niche from "fitness" to "strength training for people over fifty"."

"phishing"

A fraudulent attempt to trick someone into revealing sensitive information by pretending to be a trustworthy source

"The phishing email looked exactly like a bank notification but the sender's domain was slightly misspelled."

"two-factor authentication (2FA)"

A security process requiring two separate verification steps before granting access to an account

"Enable 2FA on all your accounts so that even if your password leaks, hackers still cannot get in."

"data breach"

An incident in which private or confidential information is accessed, stolen, or exposed without authorisation

"Millions of users changed their passwords after the retailer announced a major data breach."

"VPN (Virtual Private Network)"

A service that encrypts your internet connection and masks your IP address to protect your online privacy

"She always connects through a VPN when using public Wi-Fi at the airport."

"malware"

Software intentionally designed to disrupt, damage, or gain unauthorised access to computer systems

"The malware disguised itself as a free game download and quietly recorded keystrokes for weeks."

"digital footprint"

The trail of data you leave behind through every online action, from searches to purchases to social posts

"Young people are increasingly aware that their digital footprint can be viewed by future employers."

"end-to-end encryption"

A communication method where only the sender and intended recipient can read the messages, preventing third-party access

"WhatsApp uses end-to-end encryption so that even the company itself cannot read your conversations."

"social engineering"

Manipulating people psychologically to reveal confidential information or perform actions that compromise security

"The attacker used social engineering, calling the receptionist and pretending to be from IT support."

"prompt engineering"

The skill of writing effective instructions or questions to get the best possible responses from an AI model

"Good prompt engineering can be the difference between a generic answer and exactly what you needed."

"hallucination (AI)"

When an AI model confidently generates false or fabricated information that sounds plausible but is incorrect

"The chatbot's hallucination about the legal case cited sources that simply did not exist."

"large language model (LLM)"

A type of AI trained on vast amounts of text data that can generate, summarise, and translate human language

"GPT-4 and Claude are examples of large language models used in writing assistants and chatbots."

"deepfake"

Synthetic media in which a person's likeness is convincingly replaced or manipulated using AI techniques

"The deepfake video showed the politician saying things he had never actually said."

"blockchain"

A decentralised digital ledger that records transactions across many computers, making data tamper-resistant

"The startup uses blockchain to verify the authenticity of luxury goods throughout the supply chain."

"generative AI"

AI systems capable of creating new content — text, images, audio, or video — based on patterns learned from training data

"Generative AI tools are now being used by graphic designers to quickly mock up initial concepts."

"augmented reality (AR)"

Technology that overlays digital information or visuals onto the real world as seen through a device's camera

"The furniture app uses augmented reality so you can see how a sofa would look in your living room."

"algorithm bias"

Systematic and unfair outcomes produced by AI algorithms that reflect prejudices present in training data

"Researchers found algorithm bias in the hiring tool, which consistently ranked women lower than men."

"async (asynchronous work)"

A work style where team members complete tasks and communicate at different times rather than simultaneously

"Their global team relies on async communication so colleagues in Tokyo don't have to join midnight calls."

"Zoom fatigue"

The tiredness and mental exhaustion caused by spending too many hours in video conference calls

"After eight back-to-back video calls, he was suffering from serious Zoom fatigue by Thursday afternoon."

"onboarding"

The process of integrating a new employee or user into an organisation, platform, or product

"The startup redesigned its digital onboarding to get new hires productive within their first 48 hours."

"hot-desking"

A flexible office arrangement where employees share desks rather than having assigned personal workstations

"Since the company moved to hot-desking, staff members book a workspace on an app each morning."

"digital nomad"

A person who uses technology to work remotely while travelling and living in different locations around the world

"As a digital nomad, she worked from Bali in January and Lisbon in April, all on the same laptop."

"stand-up meeting"

A short daily team meeting, typically fifteen minutes or less, where members briefly share progress and blockers

"The engineering team holds a virtual stand-up meeting every morning at nine to align before diving into code."

"knowledge base"

A centralised digital repository of information, guides, and documentation that team members can search and access

"Before emailing HR, check the knowledge base — most policy questions are answered there already."

"screen share"

To broadcast the contents of your computer screen to other participants during a video call or online meeting

"He asked her to screen share the dashboard so the whole team could follow along during the presentation."