TECHNOLOGIES OF HYPE AS A TOOL FOR CREATING POLITICAL CONTENT IN A NEW MEDIA REALITY

Abstract

Aim. To analyze current trends in the formation of the federal news agenda using technologies of hype.Methodology. The study is based on a communicative approach. Methods of observation, traditional analysis of documents and case studies were used.Results. Based on the analysis of a specific situation, the effects of using technologies of hype in the construction of political content in media were revealed. It has been established that the presence of politicians and public officials as characters of the news stories contributes to their politicization, which becomes most emphasized under the influence of hype technologies generating reputational risks. Research implications. The results of the research can be used in academic and teaching activities addressing the technologies for creating political content in modern media, as well as in the work of political technologists and journalists.

Keywords

• technologies of hype
• media hype
• mass media
• Internet-memes
• political content
• reputational risks