Sergeeva I.L. The interaction between the mass culture and social media (based on the example of Twitter microblogging service)

Abstract: The object of this research is the transformations that take place with the notion of “mass culture” in the era of total digitalization. The subject of this research is the ecosystem of Twitter microblogging network as the space for formation of the new sociocultural and communicative paradigms. The author gives special attention to the complex analysis of the approaches of various scientific schools towards the definition of “mass culture”, as well as subjects to a detailed examination the influence of the means of mass communication upon it. The article reviews such aspects of the topic as preservation of individuality in the digital communicative environment, trend towards establishment of the sociocultural clusters in digital environment, as well as transformation of mass culture into the mass of parallel cultures. The scientific novelty consists in the initial level of development of the topic of formation of a specific communication sociocultural ecosystem in the Twitter microblogging network. Author’s special contribution lies in the analysis of the Russian language segment of Twitter particularly in sociocultural context, because the scientific research of this phenomenon are mostly dedicated to the examination of the linguistic and philological aspects.

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