УДК 316.7 + 308
ББК 71 + 76.0
ELENA А. SЕMЕNОVА
Institute of Artistic Education and Cultural Studies
of the Russian Academy of Education, Moscow, Russia
FROM FARCE TO HYPE (ISSUES OF MODERN INTERNET COMMUNICATION)
Аbstract. The article examines new Internet strategies of acquiring an audience with the help of comical content. In order to achieve a positive public resonance, it suffices for a person to create his comical digital double and act on behalf of a laughing copy. The problem arises connected not so much with the demand for communication based on carnival-game, bodily experience, as with the erroneous identification of carnival-play bodily activity with Internet computer technologies for constructing digital laughter. The author draws attention to the fact that not only young people born in the 1990s and the 2000s, but also the older generation of adults born in the 1960s, do not always distinguish Internet humor from live laughter and carnival communication. The article presents the results of a comparative analysis of two models of communication. The first model is based on the carnivalization in a live environment with a minimal percentage of usage of digital technologies. The second model is based on the use in both live and Internet communication of mostly digital algorithms for generating comical texts, which, on the one hand, facilitate the process of creating and discerning comical texts and, on the other hand, formally develop and consolidate the Internet users’ stereotypical stimulus-reaction to comical messages. In this regard, the author is concerned about the possible prospect of the emergence of new criteria, which is not as much «funny» or “comic,” as it is “carnival-like,” which leaves aside the direct, live verbal-nonverbal laughing dialogue. The author concedes that the expanding “carnival illiteracy” is connected with the demand for mostly operational skills and algorithms of constructing ironic or humorous texts in the Internet space, forming a limited or truncated perception of the carnival phenomenon and process, hence, significantly deforming it.
Keywords: media, Internet, communication, comic, carnivalization