Abstract
The article is devoted to studying the flash mob phenomenon in the “Instagram” social network. From the viewpoint of the genre-based approach, the authors analyse the posts made by users within the flash mob #10YEARSCHALLENGE. Minimal speech genres are identified. The paper provides a comparison with pre-network photo viewing techniques, identifies the influence of specific features of the Internet space on communicants’ speech behaviour. The findings lead to the conclusion that the basic function of an entertaining flash mob can be defined as a phatic one.
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