«Тверк оренбургских «пчелок», или О конструировании моральных паник в региональном и федеральном медиапространстве

Знак: проблемное поле медиаобразования. 2017. № 2 (24). С. 176–181.

Yefanov A.

The article analyzes the mechanisms of constructing a moral panic in the regional and federal media scene. In April 2015 a video “Bees and Winnie-the-Pooh” was uploaded in the World Wide Web, which demonstrated the scandalous performance of the pupils from one of Orenburg dance studios. The video managed not only to collect millions of hits on the Internet (including “reposts” in social networks), but also to become the subject of regional and federal mass media (news programs, entertainment and talk shows on television). Within the framework of this study the content analysis and discourse analysis of the television and Internet material (federal, regional channels and web resources) concerning this topic have been made. It has been defined that “Orenburg Bees twerk” is an example of a cross-border moral panic, which started on the separate habitat, but later due to the increased attention on the part of the federal media expanded its impact on the society. The conclusion of the “life cycle” of a moral panic – from the inception and rapid achievement of its maximum point to the subsequent extinction of the media interest in the phenomenon, and the complete disappearance out of the current “agenda” of federal and regional mass media – has been made.

Keywords: СМИ, моральная паника, Оренбургская область, Orenburg Region, moral panic, mass media, twerk, тверк