ХАЙП В КОММУНИКАЦИЯХ ЗАРУБЕЖНЫХ КОМПАНИЙ В СВЯЗИ С ДВИЖЕНИЕМ «BLACK LIVES MATTER»

Abstract

This article deals with the issue of digital communications of companies representing various areas of activity united by one desire – to try to increase public capital by turning to a specific political process taking place in the United States of America. This is a situation that arose after the murder of African American D. Floyd by a police officer in Minneapolis on May 25, 2020. The authors of this article see the problem of modern society in those situations where individuals or organizations focus exclusively on pseudo-actions, touching on a particular socially important issue. This means, for example, the simplest posts on social networks, which are not followed by actions, or such actions that create a pseudo-event in the information space. The famous American cartoon «The Simpsons» is a bright example, whose representatives published a message on a social network in support of the Black Lives Matter movement, and then offered information that can be described as creating a pseudo-event related to the voice of characters in this animated series. The authors of this article studied messages on social networks of more than 70 different foreign companies, evaluated the reaction of the audience, expressed in the number of likes and retweets, as well as the content of these messages. To the deep regret of the authors of the article, a huge number of messages from various organizations were included in the group of pseudo-actions, not real ones. The authors believe that the problem of such hype communications is no less serious for modern society than the very problems around which such communications arise.