Медиамистификация посредством пранкинга и троллинга: социологический взгляд на медиаэкологическую проблему
The article provides a sociological substantiation of the phenomenon of media mystification by means of pranking and trolling. The study is based on the analysis of the correlation between the strategies of media representation of the consequences of a fire in the SEC “Zimn’aya Vishn’a” in Kemerovo and the reactions of the audience to information. A set of methods is used: content analysis and discourse analysis of information materials of federal TV channels, news agencies, as well as comments of users of social networks “Vkontakte” and “Facebook”. Chronological framework of the study: March-April 2018. Based on the results of the study, it is concluded, that media mystification is a new form of post-truthing of the “agenda”. As a result of the strengthening of the “crisis of confidence” in the “traditional” media and the existence of a number of damaging precedents, construction of a new “alternative” misinforming media reality through social media is observed. Widely used methods of prancing and trolling. The main bet is made on the affective state of the audience, the dialectical search for “truth” (on the principle of “double bottom”). The author determines the motivations of media mystification and possible social consequences, suggests ways of solving the media ecological problem.