Abstract: This article comprehensively explores and analyzes the main reasons for the emergence of a clearly emerging imbalance between the emotional and rational components of the communicative space of modern mass discourse, as well as the imitation role of the emotions of a participant in modern discursive practices, which, in essence, are designed to compensate for his lack of opportunities, methods and channels to summarize the information received. Particular attention is paid to the analysis of such situations of manipulation of emotions at the individual or mass level within the framework of modern mass discourse, which are on the verge of complying with the law, or even go beyond this line. In conclusion, the interrelated phenomena of insincere discourse and the crisis of reference are considered, the correlation between which is assessed as one of the most significant and weighty confirmations of the prevalence and frequency of the use of processes of forced emotionalization of a number of discursive practices.
In the vast majority of discursive practices, the emotions of the object of information today play the role of masks, screens, curtains, decorations, against which there is an imitation of a reference that is actually absent.
In modern mass discourse, all information without notes is rarely conveyed to the audience, while facts are replaced by interpretations or turn out to be staged events.
The main reason for the emotionalization of mass discourse is allegedly following the ideas, expectations and emotions of the mass audience – information is presented in such a way that everyone sees, hears, reads what they themselves would like to see, hear, read.
The crisis of reference within mass discourse has an artificial and deliberately provoked character.
The crisis of reference imposed on society by the main moderators of mass discourse deforms the semantic, syntactic and pragmatic norms of natural language, which makes it possible to manipulate both the meanings of words and syntaxes themselves, and their mass perception.

Abstract: This study analyzes the mechanisms of generation and subsequent dissemination in the social space of modern society of emotions that accompany those individual acts of acquiring goods and services, which, in turn, themselves become the object of constant manipulation by the marketing services of the sellers of these products. Particular attention is paid to the philosophical, cultural and psychological features of the implementation of specific mechanisms for manipulating individual motivation, perception, consciousness of a potential consumer. In addition, the conclusions of the study analyze the special role of emotional accompaniment of a buyer who has committed an act of acquiring something, which allows you to effectively implement established marketing strategies and techniques throughout the entire society of mass consumption, by organizing control over the targeted dissemination of information about emotional states that arise in the process of consumption at the individual level. Manipulation of the motivation, perception and consciousness of the buyer occurs mainly through emotions. In order for the manipulation process to be effective, motivation and rationalization of consumer behavior must be generated in society massively and on an ongoing basis. An experienced manipulator has the skills to read the emotions of the buyer, based on the assessment of which, then he purposefully creates the illusion of a common interest, preferences, lifestyle for the buyer. The manipulator knows that it is not so much the product itself that is being bought, as the ritual of its acquisition entirely together with the entire palette of emotions inherent in it.

Abstract: This article analyzes and explores the historical sociogenesis of replacing the former disciplinary socialization with hedonistic personalization within the cultural space of modern society – its causes, implementation mechanisms and consequences, which also include the emergence of the cult of pleasure. Particular attention is paid to the study of the emotional aspects and mechanisms of influence of the culture of hedonism on the common cultural space, attempts are being made to force its emotionalization and restructuring. In the conclusions of the study, the reasons for the emergence of the phenomena of emotional utilitarianism and the consumerization of emotions, their transformation into an object of exchange relations, into a commodity that can be sold along with anything material, are noted related to these trends. In conclusion, the pathopsychology of excessive emotional manifestations, which causes the emergence of a state of pathological anhedonia, is analyzed, particular manifestations of this phenomenon are considered, and a comprehensive assessment is given to them. Under the influence of Western culture, the axiology of Russian culture was subjected to a radical revision, during which hedonistic personalization began to actively displace disciplinary socialization.
The subculture of domestic "orthodox hedonists" has had and continues to have a very noticeable impact on the overall cultural situation. The main goal of the adherents of hedonism is to transform the entire emotional universe of modern society in such a way that emotions associated with pleasure and entertainment form its core, shifting everything else from the center to the periphery. The social causes of modern anhedonia are associated with an overabundance of strong and artificially stimulated emotions, to protect against which internal barrier mechanisms are activated in the human brain.