The article deals with the ideas of ostrannenie as a linguistic poetic imagery invariant based on the problem of studying types and ways of ostrannenie implementation, ways of its evolution determined by expanding the sphere of linguistic creativity in different periods of time as well as in the new digital and virtual environment of the natural language existence. Ostrannenie is characterized by a particular system of expression tools defined using some dominants that synthesize ideas, linguistic tools of their expression that contain deep philosophical and symbolic meaning.