ФЕНОМЕН ВТОРИННОЇ КОМУНІКАЦІЇ В СОЦІАЛЬНІЙ МЕРЕЖІ: ПРИЧИНИ Й НАСЛІДКИ
Journal Title: Гуманітарний часопис - Year 2018, Vol 1, Issue 1
Abstract
Yevgenija Dmytrenko PHENOMENON OF SECONDARY COMMUNICATION IN SOCIAL NETWORKS: CAUSES AND EFFECTS The article in question places emphasis on the texts of comments as to different publications on private pages of the social network (Facebook was chosen for the research). The choice is reasoned by the fact that social networks have become powerful means of mass consciousness manipulation, so in order to prevent personal levelling it is necessary to have profound understanding of motivation, techniques and functions of texts in social networks, namely private comments (it is one of the ways to get to a user identity closer). So, in this context the author suggests using the notion of secondary communication – the communication that isn’t initiated by a publication but the one that goes beyond primary contents limits forming a secondary informational field similar to flood. However, such a sub-communication in social network performs a number of functions. It is worth paying attention to the fact that comments on web pages that are not related to the topic of publication are often classified as informational garbage, the so-called flood, especially when they turn into verbal fights. In this case, social media professionals talk about provocation (trolling) as an effective tool for manipulating. Thus, flem and flood, traditionally associated with contamination of informational space or manipulation, create a special, peculiar informational layer during private communication in the social network. However, this informational garbage appears to be necessary means of overcoming virtual, as well as real alienation. Thus, «informational garbage» can become a kind of communication. Besides, its appearance can be regarded as a way of holding a discussion in the virtual space, when discussants can chat for a long time without keeping to a point. Indeed, the comments of «slippery» topics on private pages often get the form of flames (verbal skirmishes) and, in the end, deviating from the theme, turn into excessive information. If secondary communication takes the form of a flame that occurs mostly in the context of potentially provocative publications, then one should speak not about the consequence of manipulation, but about communication rivalry. The rivals in verbal retorts try to replay each other, to suppress the opinion, and often without any intentions to put pressure on the interlocutor, to incline him to something and to persuade. As a rule, everyone remains with his thoughts. However, there may be offence that is likely to express the general mood of the user, provoked by routine, rather than personal claims to the virtual interlocutor. Nevertheless, secondary communication within the limits of one or another publication doesn’t always look like a verbal fight. Deviations from the main topic may not have a negative emotional load. Such deviations testify to the need for communication as such, the desire to find an interlocutor with similar worldview, a like-minded person, to share mood, compensate for the opportunity to speak, which is lacking in reality. Consequently, secondary communication in the social network occurs as a deviation from the main theme offered by this or that user. It performs a number of functions, namely subcommunicative (allows creating sub-communication within the main function); psychologically-regulatory (allows you to «throw off» emotional and mental stress) and compensatory (can complement the lack of «live» communication). Summing up, comprehensive studies of social networking in general and private publications in particular can become the basis for studying modern trends in social life, for finding mechanisms for counteracting manipulation of social consciousness and comprehensive cognition of personality – a participant in the global exchange of information.
Authors and Affiliations
Євгенія Дмитренко
Keywords
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