This invited lecture explores the dynamic nature of contemporary discourse with a particular focus on the emergence and diffusion of new slang in digital and media environments. It examines how sociocultural shifts, technological innovation, and online communication platforms contribute to rapid lexical innovation and the reconfiguration of informal language. Drawing on insights from sociolinguistics, pragmalinguistics, and corpus linguistics, the lecture analyses the mechanisms of slang formation, including word-formation processes, semantic shifts, and multimodal influences. Special attention is paid to the role of social media in accelerating the circulation, normalization, and global spread of slang expressions, as well as to issues of identity construction, group affiliation, and inclusivity. The lecture ultimately highlights the significance of emerging slang as the linguistic and social phenomenon, reflecting broader changes in contemporary communication practices.