Abstract <p>The paper examines the linguistic and communication changes taking place in poetic discourse under the influence of new media. The digital interface (blogs, social networks, applications) affects the transformation of all the parameters of communication, due to the dominance of information channels and codes. The interaction of poetic language with colloquial speech and the influence of digital technologies lead to the creation of new strategies of subjectivation and addressing in contemporary poetry and increase the role of poetic pragmatics. In addition, the process of meaning formation in contemporary poetry involves the mechanism of transcoding, i.e., the transfer of a message from one format to another, which can occur during the conversion from a paper (or analog) format to a digital one. Transcoding involves a change in the form and content of the message, as well as other communication parameters. The paper classifies and explores in detail the pragmatic parameters that undergo transcoding under the influence of digital technologies, acting as new pragmatic techniques of poetic utterance.</p>