The article describes the characteristics of “fake”, “fake news”. The manipulative technologies in the media are considered. According to the author, today the users of social networks constantly see false information, written and disseminated in order to increase internet traffic.
Тhe article is devoted to the actual problem of displaying one of the moral-ethical concepts in the modern Internet discourse ̶ the concept of DIGNITY. The author notes that media discourse has the ability to influence the formation of mental concepts of the language picture of the world. The time-based determinism of media communication makes it possible to record the features of the verbal content of concepts in a particular time period and therefore realize diachronic comparative analysis.