Emotional roles of modern media culture

The article examines the features that characterize media culture in recent decades: emotionality, anonymity, the need for "detente" and compassion. It is proved that the mechanisms of the media environment determine the popularization and dramatization of the information flow. Using the example of the role of hayter, it is shown how the conflict between taboo emotion and the need to speak out leads to socially disapproved behavior; the role of the troll is also actualized in a socio-psychological context. The article considers the emotionality of modern media culture as its integral component. Its products are a large number of neologisms–memes related to emotions, degrading forums and the fight against offensive content from corporations. Anonymity is considered as a possible reason for the decrease in empathy, dehumanization and deindividualization of the user. It is the popularity of this opportunity in the last decade that allows us to talk about a new social demand for security and freedom of expression; the reverse side of the latter is harassment, offensive statements and victims of Internet hatred among marginalized groups of the population. Using Ten van Dyck's discursive analysis of the mass media, we show that a low threshold for entering the media space does not guarantee the undermining of the status quo at all: on the contrary, the low importance of the cognitive element popularizes rumors and conspiracy theories, often confirming arguments of intolerance and xenophobia.

emotional capitalism, emotions, media culture, society of impressions, affective capitalism, hater, trolling, trigger, medialogics, anonymity