This article explores the metalanguage of the digital age and examines how culturally salient “keywords” contribute to shaping the linguistic worldview. The study aims to demonstrate that lexical items naming emerging digital practices and new social phenomena do not merely label realities but also establish stable interpretive frames, normalize experience, and encode value judgments in public communication. The empirical material draws on contemporary digital discourse (online media texts, social network posts, and comment threads) where such nominations circulate intensively and compete for meaning. Methodologically, the paper combines contextual semantic analysis, discourse analysis, and cognitive frame modelling, complemented by observations of recurrent collocations and derivational productivity. The results identify typical mechanisms of semantic dynamics: meaning extension, metaphorization, evaluative polarization, pragmatic re-evaluation, and the consolidation of new uses into recognizable patterns and clichés. Keywords are shown to function as metalinguistic operators that distribute agency and responsibility between the “user”, the “platform”, and the “algorithm”, thereby shaping expectations of acceptable and unacceptable behaviour. Five dominant frames of digital experience are reconstructed-visibility, (in)authenticity, algorithmic mediation, normative control, and privacy/trace-and linked to broader axiological oppositions such as trust versus manipulation and security versus vulnerability. The article concludes that keyword-based analysis offers an operational tool for describing the conceptualization of new social phenomena in contemporary linguoculture and is applicable to media linguistics, lexicography, and dissertation-level research.