CONFLICTOGENIC DISCOURSE OF MICROFORMATIONS OF THE CONTEMPORARY MEDIA

Abstract

The object of the article is microformats (memes, short stories , gif-files, etc.) as an increasingly popular Internet-content. A conceptual view of microformats based on the ontology of post-structuralism. In the article memes, gif-files, etc. are considered as conflict-generating, «viral» information. It is concluded that microformats are reactants of events and, in particular, conflict situations. The author also argues that «miniature» Internet content performs no less significant functions of interpreting events and fake-making (actually creating an event). Under the conditions of semantic diffraction, conceptualized in the philosophy of structuralism and post-structuralism, permanent conflicts of any level, intensification of suggestive practices, memes and other bundles of «miniature» information should be not only pedagogical tools for generating interest in learning (pedagogical perspective), but also special, an independent object for analytics and study in the educational environment.