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The Social Media sphere – like Online Communities, Blogs, Twitter, etc. – significantly changed the way people publish content, communicate and discuss publicly or semi-privately. Also, it has opened up new opportunities for companies, celebrities, and artists to interact directly with their customers and fans. Discourses and conversations taking place in this communicative environment give us many new perspectives on the analysis of their goals and strategies as well as their internal and external structure. The course will deal with fundamental aspects of discourse analysis, such as text and context, text structure and function, text type and genre, speech acts and activity types. Those theoretic aspects will then help us examine and discuss conversations in various social media contexts.