The purpose of the research is to study the specifics of the emotional side of communication on the Internet in modern Russian society. As a research method, the interview method is used, which is characterized by interest in the subjective meanings of human reality and their interpretations, allowing identifying the features of the emotional side of communication with the Internet. The article analyzes the role of emotions in social networks. The essence of the process of emotionalization in social networks, essential features, and features of its functioning are determined. Various traditions of studying the Internet environment and social networks in particular are studied. The process of emotionalization of the Internet is considered, which is characterized by a psychobiological basis, tends to various social aspects, is manipulative by nature, interacts with irrational personality traits, and is associated with obtaining benefits and profits for its organizers. For the first time, tools for expressing emotions on the Internet (emoticons, animated emoticons, stickers, descriptive text, phrases with the expression of emotional sounds, exclamation marks, punctuation marks, small videos, videos of yourself, Gif animation, pictures, photos, mobile photos, photos of yourself, sketches, drawings, songs) were selected and ranked by popularity. It is revealed that informants with pictures, smiles, songs, etc. often make out positive emotions in the network, while users with smiles and profanity often express negative emotions in the Internet. It is shown that despite all the abundance of emoticons and other auxiliary communication tools, informants often find themselves in a situation of misunderstanding, speculation, and communication difficulties. It is revealed that what was originally created as an emotional tool for communication in social networks is gradually becoming a functional tool (so as not to forget; to read later), an image indicator (to mark, so as not to offend). It is shown that social networks are attractive, first, for their following characteristics in order of importance: a large flow of information; quick search for any person; free mobile communication; simplicity and ease of use; a tool for work; the ability to buy various things. It is determined that thanks to social networks, users get pleasure, realize their interests, and learn something new. It is highlighted that the disadvantages of social networks include: increased passion and waste of time; unnecessary information; poor mobile application of some social networks; complex website and navigation; the possibility of generating frustration in life; lack of people; waste of money; bad music. For the first time, it is shown that despite all the abundance of emoticons and other auxiliary communication tools, informants often find themselves in a situation of misunderstanding, speculation, and communication difficulties.