«Хайпы» в современном поле медиа
The article analyzes a new trend of the modern communication space, called as “hype”. The nature of this phenomenon is studied, the etymological features of the formation of the concept “hype”. Considers the main social precedents, that received the “hype” status in the media field (the appearance of Yu. Dud’ and his interview with V. Pozner, the rap-battle Oxxxymiron vs Dizaster, the balloting of K. Sobchak in the presidential election). Conclusions are drawn about the consequences resulting from the influence of “hypes” on individuals social practices.
Based on the results of the study, an author’s definition of the “hype” concept as a process of intensified, “viral” media replication of information about a certain actor or phenomenon based on known political / ideological / cultural archetypes is offered, but at the same time offering the public a new perspective, original approach. Like any PR strategy, “hype” contributes not only to popularization, but also to real profit. However, given the continuity and intensity of the existing media stream, the phenomenon of “hype” (by analogy with the HYIP – financial pyramids) is characterized by ephemeralization – rapid banalization and routineization, the inevitable loss of interest from the audience.