Abstract
Relying on theoretical background (philosophical, cultural, communicative, and linguistic concepts) and the empirical study of communication within such social networks as YouTube, Instagram and Facebook, the authors substantiate the advent and development of new cultures existing in the Internet Galaxy, i.e. linguocultures of social networks, in modern digital and mass-communication community. These new phenomena represent autonomous, high-quality standard and valuable communicative systems appearing on digital network platforms, which are characterized by particular linguistic and communicative aspects: symbolic tools of public communication, standards of verbal behavior, communication formats, principles of self-organization and self-reproduction. The authors also emphasize the autonomy of new cultures thus highlighting the intervention from social institutes of power and business to ensure social control and management, which, therefore, results in both horizontal and vertical dimensions of linguocultures within social networks. Taking the above into account the authors forecast alternative options related to the future of new cultures.
Highlights
There is enough theoretical ground to confirm that in the new sphere of sociocultural reality – the Internet Galaxy – a new type of cultures is formed on the basis of technical and communicative aspects: linguocultures of social networks reformatting global cultural space by overcoming boundaries of states and areas of traditional cultures
The common features of new linguocultures include mediation through digital technologies, virtuality, self-presentation, interactivity, hypertextuality, creativity and rhizome; communication based on principles of antihierarchy and decentralization, freedom of expression and communicative behavior
Along with other common features, linguocultures of different social networks have their peculiarities expressed in languages, genres, formats, norms and communicative strategies, which makes them unique identifying them as autonomous high-quality cultures of a new type
Summary
In Russia the indicative example of intervention of political structures of a society into linguocultures of social networks through hidden impact on consciousness of users in order to impose a certain opinion and estimates favorable to politicians and to create the relevant thematic communities is the online movement “For Vladimir Putin!” presented on the corresponding portal in Facebook (https://www.facebook.com/for.vladimir.putin/). The third video differs fundamentally from the previous ones since it is focused on the event having particular importance for Russians – Congratulations on the Defender of the Fatherland Day. scenes showing new Russian weapon (tanks, planes, rockets, air defense systems, etc.), participation of Russian military troops in various defense operations, modernization of military manpower training, ceremonial military parade on the Red Square are followed by congratulations of the Russian President to military personnel, civilians employed in the armed forces, veterans of various wars [https://www.facebook.com/for.vladimir.putin/videos/16981. Ortega y Gasset it is possible to conclude that “The question mark is typical for our era, it is rather huge in size and ambiguous in form and it is still not clear whether it represents a triumphal arch, a guillotine or a scaffold ...” (Ortega y Gasset, 2017)
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