The article analyzes contemporary sociolinguistic trends and the mechanisms of the bidirectional influence of society and language. It considers theoretical approaches (structural, functional, ethnographic, critical-pragmatic), key phenomena (diglossia, language shift, code-fusion/code-switching, standardization, linguistic segregation and inclusion), as well as the influence of political, economic, educational, and media-technological factors on language practices. Particular attention is paid to how language perpetuates social inequalities (gender, class, ethnicity) and simultaneously serves as an instrument of social mobilization, identity, and politics (language policy, revitalization). The article provides empirical examples (international and regional), examines research methods, and offers conclusions and practical recommendations for pedagogy, policy, and the media