Social networks ecology: Socio-psychological phenomena and new means in communication system

The relevance of this article is to understand the ecology of the Internet space as a communication environment, which has many little-studied aspects, in which various processes are constantly taking place, new trends and phenomena are occurring that represent a rich field for research. Internet meme can be attributed to this new phenomenon. The aim of the study is to analyze the nature and communicative capabilities of the Internet meme, to determine the main approaches to the study of this phenomenon and its impact on the ecology of social networks; identifying the specifics of the Internet meme in different spheres of public life. The leading method for the study of this problem is the method of the questionnaire, which identifies units arranged in a logical sequence, which contributes to the effective identification of socio-psychological phenomena that affect the ecology of social networks. The article analyzes the concept of Internet meme. The influence of the Internet meme on the ecology of social networks is analyzed. The functions, language techniques and patterns of Internet memes are considered. The novelty and originality of the study lies in the fact that the phenomenon of the Internet meme is considered, which can be considered a multidimensional phenomenon of Internet culture that affects the ecology of social networks. It is revealed that it bears the imprint of personal experiences of the creators; reflects the events of reality; broadcasts the worldview of the authors to other users, thereby affecting the consciousness of the user and forms certain values in it. It is determined that the Internet meme plays an important role in the ecology of social networks through the production and reproduction of a certain Internet culture. It is established that the emotional response that memes cause is an important factor for memorizing a meme, as well as a stimulus for its dissemination. Emotions often carry a negative, provocative connotation. These emotions Express mockery, sarcasm. It is revealed that in the most positive way youth evaluates absurd memes and memes with high originality. It is determined that in everyday life memes perform the function of communication (connection of words in sentences). Young people allocate local memes that are distributed within small groups, respectively; so, there are those that can be called common ones. It is established that the use of memes in marketing communications should be very differentiated and competent, because the sincerity of the meme is extremely important for young people, and too popular meme causes irritation. The data obtained in the work can be used in environmental psychology, marketing psychology, labor psychology, age psychology, social psychology, as well as for further theoretical development of this issue. © 2019 Kurbanov et al.

Kurbanov R.A. 1 , Belyalova A.M.1 , Gurbanov R.A.2 , Ibragimova Y.E.1 , Balanyuk L.L.2 , Matvienko V.V. 3 , Kulkova M.A.4 , Vagapov B.R.5
Foundation for Enviromental Protection and Research
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  • 1 Institute of Legislation and Comparative Law under the Government of the Russian Federation, Moscow, Russian Federation
  • 2 Plekhanov Russian University of Economics, Moscow, Russian Federation
  • 3 Peoples’ Friendship University of Russia (RUDN University), Moscow, Russian Federation
  • 4 Kazan (Volga region) Federal University, Kazan, Russian Federation
  • 5 Kazan National Research Technological University, Kazan, Russian Federation
Ключевые слова
Communication; Ecology; Media environment; Media space; Social networks
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