Хэштеги в социальных сетях: интенции и аффордансы (на примере группы сообщений на английском языке по теме «Food» (пища / еда)
Internet communication as a new form of social activity has become an integral part of modern everyday life.
The virtual personality formed in hyperreality besides boundless opportunities of communication in networks has faced a number of difficulties: 1) stealthiness of intensions and anonymity lead to pseudo-communication and autocommunication; 2) it is difficult for a communicant to estimate adequately and to verbally express the emotional state; 3) in a pursuit of conditional approval – the feeling of limit of reality/hyper reality can be distorted by "likes", bringing the user of network to "cyber-exhibitionism" that we see as «a kind of behaviour or a disposition to splurge private life details, experiences, etc., an aspiration to be constantly in the focus of attention».
As a result of the popular social networks analysis such as Facebook and Instagram the following features of personal discourse of a genre of social network are revealed: openness, inconsistency, efficiency, brevity, lack of approval needed, synthesis of oral and written forms of verbal information submission and сreolization.
Specificity of communication in social networks lies in its basis on the hypertext and is implemented by means of creolization.
As research material a group of messages on the subject "food/foodstuff" marked by hashtags is chosen. All corpus of examples has been relatively divided into several groups on the criterion of a person's intentions through a prism of the hierarchy system created by a psychologist A. Maslow: user's requirement of 1) food and gustatory satisfaction 2) safety and security 3) affiliation to a social group; participation and support of the group is implemented through affordances (properties): neutralization of social markers and stealthiness of intensions, freedom of expression, objective assessment of surrounding people (users) 4) self-presentation and self-expression.
Hashtags on the subject "Food/foodstuff" often have the form of memes. As a result of the analysis of meme-hashtags on the subject a number of verbal features are revealed: 1) lexico-stylistic: colloquial lexicon; printing style; author's style; precedence; telescopy; 2) syntactic: prevalence of simple extended sentences of different forms of the statement purpose; 3) phonetic and graphic peculiarities as an effective means of oral speech creation.
Affordanсes of hashtags on the subject "Food" within a personal Internet discourse of a genre of social networks (Facebook and Instagram) are implemented through informing, distribution and information search, fulfilment of all user's intentions: from the need for food and socialization, self-realization and self-expression to the need for safety, respect and recognition.